An Evaluation of the GO TEXAN Marketing Program: Results of the 2002-2003 Member Survey

Texas Journal of Agriculture and Natural Resources

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Title An Evaluation of the GO TEXAN Marketing Program: Results of the 2002-2003 Member Survey
Creator Hanagriff, Roger
Smith, Kevin
Rakowitz, Lesley
Pavelock, Dwayne
Subject GO TEXAN; agricultural marketing; Texas Department of Agriculture
Description Essential to the survival of any agricultural firm is its ability to market products and not simply sell them.  Support for such an initiative and leadership from the state’s department of agriculture is crucial in today’s economy.  Launched by Susan Combs, Texas Department of Agriculture Commissioner, the GO TEXAN program is an innovative marketing approach for Texas’ agricultural products.  The campaign uses an easily recognizable trademark – a glowing brand in the shape of Texas – to promote agricultural products produced in Texas.  Evaluating such programs enables the lead organization to successful elements and those needing revision.  This study assessed methods used by GO TEXAN producers to market their products.  The study also focused on the level of success experienced by producers and the degree to which that success could be attributed to the program.  The study found that producers experienced success directly linked to their involvement in the GO TEXAN program.  These results are providing the programs’ management personnel with insight into its effectiveness and opportunities for even greater results.
Publisher Agricultural Consortium of Texas
Date 2016-05-04
Type info:eu-repo/semantics/article
Peer-reviewed Article
Format application/pdf
Source Texas Journal of Agriculture and Natural Resources; Vol 17 (2004); 1-8
Language eng
Rights Copyright (c) 2016 Texas Journal of Agriculture and Natural Resources

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