The marketing of agricultural commodities and food products has assumed an international dimension over the past two decades. Increased funding of export development programs by the federal government and commodity organizations suggest the need for improved understanding of U.S. export development programs and of the issues associated with export market development and maintenance. The lesson to be learned from the citrus industry experience is that unless the commodity or food product being promoted can be differentiated from other competitive products, or unless the product is priced lower than competitive products, or unless the product is priced lower than competitive products, the long-run effectiveness of export promotion programs will be limited.