Generic Promotion Program for Fruits and Vegetables

RCED-92-15: Published: Oct 17, 1991. Publicly Released: Oct 17, 1991.

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Pursuant to a congressional request, GAO determined whether producers would support federal generic fruit and vegetable promotion programs which would pool funds from individual commodity producers to increase consumer demand for fresh fruits and vegetables.

GAO found that: (1) although all of the producer representatives reviewed stated that a producer-financed generic promotion program would be unacceptable, they expressed interest in certain activities, such as research on product improvements; (2) producers and representatives believed that continued support of a single-commodity promotion effort would be of more benefit than participating in an additional program for all fruit and vegetables; (3) producer representatives were concerned that such a fruit and vegetable program could not be administered equitably, and that it would be difficult to devise an equitable method of assessing producers' fees on the approximately 162 different fruits and vegetables grown and commercially marketed in the United States; and (4) various organizations have ongoing programs promoting fresh fruits and vegetables for health reasons.