Florida Agricultural Market Research Center
The Florida Agricultural Market Research Center is a research, development and education service offering professional assistance to agricultural, marine and agribusiness groups. The Center is an official unit of the Institute of Food and Agricultural Sciences. It is headquartered at the University of Florida, in the Food and Resource Economics Department.
Mission
To foster growth of Agriculture and Agribusiness firms by strengthening and improving markets for Florida Agricultural and Marine products.
Activities
The Center works to solve current and emerging problems affecting Florida agricultural and marine industries. It is particularly concerned with timely, applied research to provide results useful in decision making and in formulating both short- and long-range operational policies. It's goals are to improve, develop and expand markets for food and agricultural products of interest to Florida. Increased marketing efficiency, improved product quality and greater variety in products and services benefit consumers as well.
Center professionals work on the specific problem presented by a group or organization. Those requesting this service defray direct costs of the project. Research, development and education projects are handled by a task force of specialists gathered to meet specific project needs. The full-time center staff includes professional marketing economists, a statistician, computer programmer and secretaries. Additional clerical assistance is added as required. Specialists from other IFAS and university units frequently are included on project work, as are non-university consultants if necessary.
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Services
FAMRC offers many services designed to help large and small organizations improve the marketability and demand for products of interest to Florida's many diverse agricultural industries. Our goal is not just to focus on benefits to the producers and sellers of agricultural products, but also to increase the awareness and availability of these products to the consumer as well. The Center is available to acquire, develop and/or interpret marketing and other information that will help maintain and develop markets for agricultural and fishery products from Florida. Such services include consultation on or development of:
- Market Information Systems
- New or improved marketing practices
- Programs to reduce marketing costs
- Improved management of advertising and market development programs
- Providing assistance and consultation on the implementation of new and emerging marketing systems.
Subject Matter Specialists can assist firms and groups in improving performance of marketing operations through consultation with producers, producer groups, marketing managers, board of directors, and others, on ways and means for improving marketing, by assisting them to:
- Detect and define marketing problems
- Recognize changes in marketing needs
- Identify marketing opportunities
- Formulate effective marketing strategies and programs
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Facilities
Modern Marketing Research requires a variety of facilities.
The FAMRC has access to some of the most advanced facilities available including:- Food technology laboratories
- Pilot food processing plants
- Data processing center
- University of Florida libraries Cooperating facilities of:
- Food processors
- wholesalers
- transportation firms
- retailers
- Consumer panels and related interview facilities
- Other departments and facilities of IFAS and the University of Florida
The Florida Agricultural Market Research Center is located in room 1083 McCarty Hall B on the University of Florida Campus in Gainesville, Florida.
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Research
FAMRC, in cooperation with the University of Florida and its related facilities, provides agricultural producers, agribusiness managers, and public and private organization of Florida with top quality marketing research. Our goal is to help promote and strengthen the Agricultural Industry that is so vital to Florida's Economy.
The Center, through its research staff and facilities, assists Agricultural industries by:
- Analyzing strengths and weaknesses of these specific markets
- Processor markets
- Consumer markets
- International markets
- Improving marketing methods and strategies through:
- Evaluating advertising effectiveness
- More useful product grading and quality control systems
- Package size and design testing
- Improved product pricing strategies
- Lowering costs by improving marketing efficiency of:
- Physical facilities
- Distribution methods
- Transportation methods and handling Market information systems
- Evaluating potentials for new or improved products by:
- Locating new product opportunities
- Assessing profit potential of new products
- Market testing new product concepts
- Developing improved business structure for marketing
- Centralization or conglomerates Integration, vertical or horizontal
- Producer and industry associations
- Private and/or government export market systems
- Corporate or cooperative
- Analyzing location adjustments and competitive positions of Florida Industries, resulting from changes in:
- Production costs
- Transportation costs
- International developments
- Consumer demand
- Analyzing strengths and weaknesses of these specific markets
Publications
FAMRC has been in the business of helping the agricultural industry in Florida for 25 years. We have an extensive collection of reports and publications that are available either on-line or by request from the center. Please use the links below to access or request publications. Publications for download in electronic format are being added regularly. If a specific report or publication is not available in electronic format, you may email a request for the printed version. Please allow at least a week for us to process your requests for printed materials, and please keep checking back to this page as we will be constantly updating this area to include more publications in .pdf format.
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2000 - Present
Martin County Food System Feasibility Study
(William A. Messina Jr. and Lisa House, 2018)Martin County Food System Infrastructure Analysis
(Yvette Goodiel & Carol Alberts, 2018)Identifying the Attitudes and Preferences of Parents and Children for Seafood: Summary of Focus Groups Results (William A. Messina Jr. and Lisa House, 2011)
Economic Impacts of Alternative Regulatory Scenarios on the Florida Fresh Half-shell Oyster Industry
(Kimberly L. Morgan, Thomas J. Stevens III, Robert L. Degner, Sherry L. Larkin, and Charles M. Adams, 2010)Attitudes and Preferences of People Aged 55 and Above for Seafood
(Lisa House, Allen Wysocki, William Messina, and Kathryn Olson 2009)Seafood Perceptions Among People Aged 55 and Above Focus Group Results
(Allen Wysocki, Lisa House, and William Messina, 2009)Public Costs of Florida Red Tides: A Survey of Coastal Managers
(Kimberly L. Morgan, Sherry L. Larkin, and Charles M. Adams, 2008)Market Enhancement for Small Diameter Timber in Florida
(A. W. Hodges, R. L. Degner, D. R. Carter, T. J. Stevens, M. Langholtz, and K. L. Morgan, 2005)Marketing Opportunities for Two Ark Clam Species
(R. L. Degner, T. B. Southwell. L. N. Sturmer, & K. L. Morgan, 2005)Marketing Opportunities for Perennial Peanut Hay
(R. L. Degner, K. L. Morgan, T. J. Stevens and Clay Olsen, 2003)Agricultural Producer Attitudes Toward Agri-tourism in Miami-Dade Co. Florida (2002)
(T. J. Stevens, R. L. Degner and K. L. Morgan, 2002)Market Development Strategies for Fresh Sweet Corn Based Upon Consumer and Trade Surveys
(R. L. Degner, K. L. Morgan, C. DeBodisco and L. House, 2002)International Trade in Live, Ornamental "Fish" in the U.S. and Florida
(C. M. Adams, S. L. Larkin, R. L. Degner, D. J. Lee, J. W. Milon, 2000)Gift Fruit Marketing on the Internet
(R. L. Degner, K. L. Morgan, 2000)An Economic Profile of Florida's Marine Life Industry
(S. L. Larkin, C. M. Adams, R. L. Degner, D. J. Lee, J. W. Milon, 2000)The Statewide Socio-Economic Role of Florida Fairs
W. D. Mulkey, R. L. Degner, A. W. Hodges, Effie Philippakos, 2000)To view these documents you need to have the acrobat reader installed on your computer. We suggest you use the latest version. You can download it by clicking this link.
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1990 - 1999
The Florida Market for Goat Meat: 1999 Survey of Florida Meat Wholesalers (R. L. Degner, S. D. Moss, 1999)
An Economic Assessment of the Long-Term Viability of the Pompano State Farmers' Market
(R. L. Degner, T. Stevens. C. deBodisco, S. D. Moss, 1999)1999 US Tropical Fish Wholesalers Survey: Results and Implication
(S. L. Larkin, C. M. Adams. R. L. Degner, D. J. Lee, 1999)Aquaculture and Marketing of the Florida Bay Scallop in Crystal River, Florida
(S. D. Moss, R. L. Degner, C. M. Adams, 1999)Effects of Relandscaping on the Perceived Market Value of Single Family Residential Property
(R. L. Degner, S. D. Moss, 1998)Economic Impact of Agriculture and Agribusiness in Dade County Florida (R. L. Degner, S. D. Moss, W. D. Mulkey, 1997)
Market Development Alternatives for Selected Tropical Fruits Grown in South Florida (1997). (R. L. Degner, S. D. Moss, 1997)
Market Development Strategies for the Florida Tropical Fruit Industry (1997) (R. L. Degner, S. D. Moss, J. H. Crane, 1997)
Marketing Whole Bay Scallops Through Upscale Restaurants in Virginia (SR. L. Degner, C. M. Adams, 1997)
Marketing Ratite Products
(S. K. Mack, R. L. Degner, 1996)Marketing Goat Meat: A Persistent Challenge
(Robert L. Degner, 1996)Statistical Analysis of Florida Per-Capital Fish and Shellfish Consumption Data (K. M. Portier, Y. Um, R. L. Degner, S. K. Mack, C. M. Adams, 1995)
Dade County Agricultural Acreage Estimates: Pre- and Post- Hurricane Andrew (R. L. Degner, S. K. Mack, S. D. Moss, 1995)
Consumer and Restaurant Manger Reaction to Depurated Oysters and Clams (R. L. Degner, C. Petrone, 1994)
Per Capita Fish and Shellfish Consumption in Florida. (8MB)
(R. L. Degner, C. M. Adams, S. D. Moss, S. K. Mack, 1994)Appendix A 1MB
Appendix B 15MB
Appendix C 13MB
Appendix D 14MB
Appendix E 5MB
Appendix F 1MB
Municipal Solid Waste Composting: Issues Facing Communities
(R. D. Dunning, R. L Degner, P. J. van Blokland,1993)Marketing Goat Meat: An Evaluation of Consumer Perceptions and Preferences (R. L. Degner, C. T. Jordan Lin,1993)
Consumer Perceptions of Goat Meat (R. L. Degner, C. T. Jordan Lin,1993)
Outlook for the Florida State Farmers' Market System
(R. L. Degner, S. D. Moss, A. Moseley. S. K. Mack, 1993)Long Range strategic Plans for Florida State Farmers Markets
(R. L. Degner, S. D. Moss, A. Moseley. S. K. Mack, 1992)Florida State Farmers Markets 24MB
Bradford County State Farmers Market 2MB
Bonifay State Farmers Market 12MB
Florida City State Farmers Market 1MB
Ft. Pierce State Farmers Market 2MB
Ft. Myers State Farmers Market 16MB
Gadsden County State Farmers Market 2MB
Palatka State Farmers Market 2MB
Plant City State Farmers Market 17MB
Pompano State Farmers Market 3MB
Sanford State Farmers Market 16MB
Suwannee Valley State Farmers Market 2MB
Trenton State Farmers Market 3MB
Wauchula State Farmers Market 3MB
Changes in Consumer Demand for Florida Tomatoes
(Susan D. Moss and R. L. Degner, 1992)Processed Meat Purchases by Older Consumers
(Jordan Lin and R. L. Degner, 1992)Marketing Alternatives for North Florida Shiitake Mushroom Producers
(Robert. L. Degner and M. Beth Williams, 1991)Market Potential for Feed Grains and Alfalfa Hay Produced on Reclaimed Phosphatic Clay in Florida
(Mohammed Rahmani and Robert. L. Degner, 1991)Seat Belt and Child Restraint Devise Usage Among Children in Florida
(R. L. Degner, S. D. Moss, and S. K. Mack, 1991)Consumer Attitudes Toward Food Safety and Willingness to Accept Selected Bacterial Control Methods in Chicken
(S. D Moss, R. L Degner, J. A. Zellner, 1991)Should You Market Chevon, Cabrito, or Goat Meat?
(R. L Degner, 1991)Goat Meat Marketing: Strategies for Reaching Consumers
(R. L Degner, 1991)Marketing the Meat: Goat is a Four-Letter Word
(R. L Degner, 1990)1990 Observational Survey of Seat Belt Usage in Florida
(R. L. Degner, S. K. Mack, S. D. Moss, 1990)Economic Impact of Agriculture in Dade County Florida
(Anne E. Moseley, 1990)A Basic Guide to Marketing Research: A Class Presentation
(Robert L. Degner and Richard Kilmer, 1990)Market Opportunities for Feed Grains and Alfalfa Hay Produced on Reclaimed Phosphatic Clay in Florida
(Mohammed Rahmani and Robert. L. Degner, 1990)To view these documents you need to have the acrobat reader installed on your computer. We suggest you use the latest version. You can download it by clicking this link.
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1980 - 1989
An Analysis of Potential Regulatory Changes on the Economic Structure of the Eastern Gulf Coast Fin Fish Industry in Florida
(R. L. Degner, S. D. Moss, C. N. Adams, 1989)Marketing Goat Meat: An Evaluation of Consumer Perceptions and Preferences
(R. L. Degner, C. T. Jordan Lin, 1989)1989 Observational Study of Seat Belt and Child Restraint Device Usage Among Children in Florida
(R. L. Degner, S. D. Moss, 1989)Expanding Markets for Florida Meat Goats
(R. L. Degner, 1989, presented by David Lacascio at the State Meat Goat Conf.)Opinions and Attitudes of Chain Supermarket Representatives for Goat Meat
(J. D. Locascio, R. L. Degner, 1988)Pigionpeas Evaluated as an Alternative Crop for North Florida.
(S. D. Moss, R. L. Degner, 1988)Distribution of Goat Meat in Selected Metropolitan Florida Markets
(R. L. Degner, J. D. Locascio, 1988)Acceptance of Perenial Peanut Hay by Florida Horsemen
(R. L. Degner, J. D. Locascio, 1988)1988 Observational Study of Seat Belt and Child Restraint Device Usage Among Children in Florida
(R. L. Degner, S. D. Moss, 1988)An Economic Analysis of Veal Production in North Florida
(R. L. Degner, J. D. Locascio, W. M. Odegaard, 1987)Veal Production: A Possible Alternative Enterprise
(W. M. Odegaard, R. L. Degner, J. D. Locascio, 1987)Marketing Strategies for Meat Goats and Chevon
(Robert L. Degner, 1987)Reaching Mainstream American Consumers with Goat Meat
(Robert L. Degner, 1987)Marketing Channels for Goat Meat
(Robert L. Degner and Jordan Lin, 1987)Reaching Consumers with Novel Foods
(Robert L. Degner, 1986)Agricultural Alternatives on the Broward County Miccosukee Indian Reservation
(R. L. Degner, D. L. Dodson, J. R. Simpson, R. Alderman, W. H. Stall, 1985)Promotional and Public Relations Programs for Florida Tomatoes
(R. L. Degner, 1985)An Economic Analysis of Cucumber for the Processing Market
(R. L. Degner, 1985)Multi-Vegetable Freezing Facility for the North Florida Region
(R. L. Degner, T. D. Hewitt, R. F. Matthews, S. Olsen, W. P. Smith, A. A. Teixeira, 1985)Analyzing Market Situations from a Small Farm Perspective
(R. L. Degner, 1985)Consumer Acceptance of Lean-Fed Beef in Florida
(R. L. Degner, D. L. Dodson, P. H. Riddle, 1984)Financial Analyses for Various Alligator Enterprises
(R. L. Degner, 1984)Budgets and Financial Analyses for Various Alligator Enterprises
(D. L. Dodson and R. L. Degner, 1984)Potential for the Expansion of the Tomato Processing Industry in Florida (R. F. Matthews, D. J. Cantliff, R. L. Degner, W. M. Stall, R. P. Bates, L. Polopolus, and A. A. Teixeira)
Food Store Robberies in Florida: Detailed Statistics.
(R. L. Degner, D. A. Comer, K. W. Kepner, M. T. Olexa, 1983)An Evaluation of the Effectiveness of Public Relations Activities in Reducing Dairy Delivery Case Losses
(R. L. Degner, P. H. Riddle, 1983)The Recreational and Commercial Importance of Feral Swine in Florida
(R. L. Degner, L. W. Rodan, W. K. Mathis, E. P. J. Gibbs, 1982)The Impact of Mexican Tomato Imports on the Florida Tomato Market: Review of Recent Studies
(J. S. Shonkwiler, J. VanSickle, 1981)The Florida Nursery Industry: Current Economic Status and Market Trends
(K. Mathis, R. L. Degner, 1981)Direct Marketing of Selected Agricultural Commodities in Florida
(R. L. Degner, L. W. Rodan, K. Mathis, 1981)Farmer to Consumer Direct Marketing of Blueberries in Florida
(R. L. Degner, L. W. Rodan, K. Mathis, 1981)Farmer to Consumer Direct Marketing of Citrus in Florida
(R. L. Degner, L. W. Rodan, K. Mathis, 1981)Farmer to Consumer Direct Marketing of Grapes in Florida
(R. L. Degner, L. W. Rodan, K. Mathis, 1981)Farmer to Consumer Direct Marketing of Eggs in Florida
(R. L. Degner, L. W. Rodan, K. Mathis, 1981)Farmer to Consumer Direct Marketing of Honey in Florida
(R. L. Degner, L. W. Rodan, K. Mathis, 1981)Farmer to Consumer Direct Marketing of Snap Beans in Florida
(R. L. Degner, L. W. Rodan, K. Mathis, 1981)Farmer to Consumer Direct Marketing of Strawberries in Florida
(R. L. Degner, L. W. Rodan, K. Mathis, 1981)Farmer to Consumer Direct Marketing of Tomatoes in Florida
(R. L. Degner, L. W. Rodan, K. Mathis, 1981)Farmer to Consumer Direct Marketing of Watermelons in Florida
(R. L. Degner, L. W. Rodan, K. Mathis, 1981)Feasibility of Soybean Processing in Northwest Florida
(K. Mathis, F. E. Stegelin, J. S. Shonkwiler, E. Pagoulatos, 1981)The Market for Winter Tomatoes: A Rational Expectations Interpretation
(J. S. Shonkwiler, R. D. Emerson, 1981)Determining Dairy Delivery Case Life Using a Practical Sampling Procedure
(R. L. Degner, J. S. Shonkwiler, 1981)Effects of Foreign Competition and Trade Policy on the Florida Lime Industry
(E. Pagoulatos, J. S. Shonkwiler, R. L. Degner, 1980)Consumer Acceptance of Low-Temperature Smoked Fish Fillets
(R. L Degner, W. S. Otwell, J. A. Koburger, 1980)Fresh Market Potential for Muscadine Grapes
(R. L. Degner, K. Mathis, G. Cubenas, 1980)An Analysis of Food Retailers' Newspaper Advertising For Fresh Limes
(R. L. Degner, 1980)International and Interregional Competition in the U.S. and Florida Cut Flower Market
(E. Pagoulatos, 1980)An Analysis of Weekly FOB Prices for Fresh Limes
(J. S. Shonkwiler, R. L. Degner, 1980)The Role of Rational Expectations in a Model of the Florida Escarole Market.
(J. S. Shonkwiler,1980)To view these documents you need to have the acrobat reader installed on your computer. We suggest you use the latest version. You can download it by clicking this link.
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1970 - 1979
Weekly Price Determination Model for Florida Celery (1979)
J. S. Shonkwiler,1979Improving F.O.B. Market Facilities for Fresh Vegetables in Broward and Palm Beach Counties
K. Mathis and B. Wall, 1979Economic Outlook for Lime Production in Florida.
R. L. Degner, J. S. Shonkwiler and G. J. Cubenas, 1979Dairy Deliver Case Losses in Florida, 1979.
K. Mathis and R. L. Degner, J., 1979FoodService Markets for Florida Milk.
K. Mathis and R. L. Degner, J., 1979Aspects of Import Competition and Export Development for Major Florida Commodities: Some Preliminary Results.
J. S. Shonkwiler and K. Mathis, 1979Updating and Forecasting with a Varying Parameter Recursive Model
J. S. Shonkwiler,1979Ultra-High-Temperature Processing of Fluid Milk: Implications for the Florida Dairy Industry
R. L. Degner, 1978Reducing Milk Transportation Costs for Upper Florida Producers
R. L. Degner and K. Mathis, 1978Commercial Fishing Activity and Facility Needs in Florida Series:
K. Mathis, J. C. Cato, R. L. Degner, P. D. Landrum, F. J. Prochaska. 1978 and 1979, for:Clay, Putnam, and St. Johns Counties
Dixie, Levi, and Taylor Counties
Okaloosa and Santa Rosa Counties
Brevard, Broward, Indian River, Martin, Palm Beach, St. Lucie &Volucia Counties
Charlotte, Collier, and Lee Counties
Hillsborough, Manatee, Paso, Pinellas, and Sarasota Counties
Commercial Fishing Port Development in Florida
K. Mathis, J. C. Cato, R. L. Degner, P. D. Landrum, F. J. Prochaska. 1978Produce Merchandiser Preferences for POP Advertising Materials
R. L. Degner and K. Mathis, 1977Grape Production in Florida: The Current Market Environment (1977)
K. Mathis and R. L. Degner, 1977Dairy Delivery Case Losses in Florida: Costs and Controls
K. Mathis and R. L. Degner, 1977Avocado Production in Florida: Projections and Economic Implications for 1980-81.
R. L. Degner, 1977Marketing Florida Limes: A Wholesale and Retail Analysis
R. L. Degner and K. Mathis, 1976Marketing Florida Celery: A Wholesale and Retail Analysis
K. Mathis and R. L. Degner, 1976Marketing Florida Celery: A Grower-Shippers Survey
R. L. Degner and K. Mathis, 1976To view these documents you need to have the acrobat reader installed on your computer. We suggest you use the latest version. You can download it by clicking this link.
Contact
The Florida Agricultural Market Research Center is here to assist you with your needs. Your County Extension Director has information about the center and can put you in touch with the appropriate person to assist you. You may also contact the center directly by addressing your inquiry to:
Florida Agricultural Market Research Center
Food and Resource Economics Department
University of Florida
Gainesville, Florida 32611-0204
Telephone: 352-392-1871
Email: marketresearch@ifas.ufl.edu