The technological shock from the methyl bromide phase-out and the intense competition from Mexico have posed serious threats and challenges to the Florida tomato industry. This paper provides the struggling US tomato industry with marketing information to understand consumer demand and willingness to pay for local (Florida/US) tomatoes versus non-local (Mexico) tomatoes. In addition, the effect of three market strategies on consumer preferences for Florida/US versus Mexico tomatoes is also studied. A mall intercept survey experiment using the contingent valuation method to interview 632 participants was conducted to determine US consumer’s perception about country of origin labeling, consumption pattern, demand, and willingness to pay for Florida/US and Mexico tomatoes.


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