Potential economic impact of the SC Agricultural marketing and branding campaign

The purpose of this study was to evaluate the potential impact of the South Carolina agricultural marketing and branding campaign which will be launched on May 22, 2007. The analysis revealed that at equal prices (0% premium), 95% of consumers will choose SC grown produce over out-of-state produce. At a 5% premium level, 78% of consumers will still prefer SC grown fruits and vegetables. Further, it was estimated that South Carolinians spend on average about $72 a year on the 14 fruits and vegetables that are available from local and out-of-state sources