The purpose of this study was to estimate the impact of the major factors affecting
the export demand for
U.S. almonds in Asia and the E.U. which together import about 93% of U.S. almond
exports. The primary
objective pertained to the impacts of federal promotion programs on the foreign demand
for U.S. almonds. Based on previous literature, a single-equation framework was specified
for estimation of the almond model. Based on promotion elasticities, impacts on almond
export revenue from promotion were evaluated. The marginal return per dollar to decreasing
promotion expenditures for almonds was $47.74 for Asia, reflecting prudent promotion
expenditures for more efficient utilization of promotion funds as the Asian market
U.S. almonds approaches maturity. The E.U. appears to be a mature market for U.S.
almond exports with no
detectable responsiveness to promotion expenditures. Thus, simple reminder-type promotion
this market may be sufficient.