Chapter 5 pages 57 of “The Quest” discusses that “descriptive models have been widely used in analyzing agriculture and commodity systems. A practical, decision making model, which requires forecasting and predicting capabilities, may not be effective if the markets being studied are not understood in terms of their relationships. Similarly, a useful model for a member of a commodity board may be different from a useful model for an academician.” The model suggested in my book may be a starting point.
Leaping from “apparent success” in Blueberries to a national generic program with all of its complexities would be a serious uneconomic use of resources. I cannot imagine the California Strawberry industry supporting a national program of generic promotion when it no longer participates in the direct promotion of strawberries but rather category management, which provides customers market information with no promotion or ad activity. The private sector has that responsibility.
I do not speak for the strawberry industry. These are my personal views.
Depoe Bay, OR