An Analysis of the Costs and Benefits to Consumers and Growers from the Consumption of Recommended Amounts and Types of Fruits

An Analysis of the Private Costs and Benefits to Consumers and Growers from Eating Recommended Amounts and Types of Fruits and Vegetables for Cancer Prevention

EXECUTIVE SUMMARY

This study examines the direct economic benefits and costs of Californian consumers adopting four alternative recommended diets: the very minimum 5-a-day recommendation for fruits and vegetables, the 5-a-day commodity sub-group recommendations for a cancer prevention diet, the 7-a-day minimum recommendation for men and active women, and the 7-a-day commodity sub-group recommendations for a cancer prevention diet. The study does not analyze the health consequences of these dietary changes, but focuses on the direct economic consequences from changes in quantities demanded and supplied, and on price responses. This study also examines how changes in fruit and vegetable consumption might affect the use of the land, labor, and water resources used in farm production.

Increased consumption of fruits and vegetables has been linked to a decrease in the risk of cancer. In a review of 196 epidemiology studies, scientists determined that the link between fruit and vegetable consumption, and a lower incidence of cancer was probable (WCRF and AIC 1997). In addition, convincing evidence exists linking the consumption of specific fruit and vegetable groups to a reduction in certain types of cancers. Therefore, the cancer risk reduction diet provides recommendations for the composition of fruit and vegetable consumption, as well as the total amount.

While the minimum recommendations for fruit and vegetable consumption in general are 2 fruit servings and 3 vegetable servings a day, the USDA minimum recommendations for men and active women are 3 fruit servings and 4 vegetable servings a day (McNamara et al. 1999). The more specific cancer prevention recommendations for the 5-a-day program for fruit are at least 1 serving from the citrus/berry/melon group and at least 1 additional serving of any fruit. For vegetables, the recommendations are at least 1 serving of dark colored vegetables, 1 serving of salad, 0.5 servings of a starchy vegetable, at least 0.5 servings of cruciferous vegetables, and 0.3 servings of tomato. The 7-a-day cancer prevention recommendations add an additional serving of any fruit and an additional 0.7 servings of any vegetable.

Despite the known benefits, many people do not eat recommended levels of fruits and vegetables. In some cases the difference between actual and recommended consumption is quite large. Based on data from the California Survey of Dietary Practices, the consumption of dark green and orange vegetables by people in low-income households would need to increase by 307 percent in order to achieve the recommended levels in the 7-a-day cancer prevention program.

The shift in quantity demanded toward more fruits and vegetables would be met through increases in supply of produce from several market channels. These include imports from other regions in the U.S. and other countries, and increased production within California. The ability of growers to increase production depends on the availability of resources, such as land, labor and other purchased inputs, at their disposal. An increase in the demand for fruits and vegetables affects prices, which in turn causes feedback effects on quantity demanded and supplied. To calculate the new prices and market supply a market model is developed that links supply and demand in the final market, to the supply and demand in the marketing sector, to grower production, to supply and demand in agricultural input markets.

Percentage Increase in Quantity Demanded Needed to Reach Each Recommended Level
	5-a-day		5-a-day cp^b		7-a-day		7-a-day cp
	Income Level ^a
	Low	High	Low	High	Low	High	Low	High
Citrus-Berry-Melon	8	7	35	32	62	60	92	87
Other Fruit	8	7	-10	-10	62	60	42	42
Starchy Vegetables	75	50	121	92	134	100	157	120
Salad	75	50	147	85	134	100	187	113
Other Vegetable	75	50	-30	-34	134	100	16	15
Tomatoes	75	50	19	6	134	100	39	21
Dark Green and Orange	75	50	250	226	134	100	307	275
Cruciferous	75	50	106	75	134	100	139	101
Potatoes	-67	-69	-59	-60	-56	-58	-52	-54
^aLow income is less than $15,000 a year. High income is equal to or greater than $15,000 a year. ^bAs noted in the text, the cp (cancer prevention) diet is more specific than the general fruit and vegetable recommendations.

Main Results

Even though the shift in quantity demanded by Californians is large in percentage terms, it is small relative to the total market for produce in the U.S., and smaller yet when the potential expansion of supply from imports is considered. Therefore, the implied changes in U.S. market prices are relatively small. This is because Californians only make up 12 percent of the total U.S. market, and when prices rise, there is a decrease in consumption by people in the rest of the U.S. Furthermore, slightly higher prices in the U.S. market attract additional imports. For commodities with a large share of market supply traded internationally, the ability to increase imports or decrease exports are a significant factor in keeping the change in market prices relatively low.

Consumers substitute away from the commodities with the greatest increase in prices, and into the commodities with the lowest increase in prices. This affects the projected changes in consumption patterns as people shift into eating better diets. Consumption of some items (grapefruit, bananas, pineapples, plums and prunes) is actually higher than the initial increase in demand for Californians and increases for people in the rest of the U.S., even though prices for those commodities are also higher. While the consumption of some items is higher, with higher prices for all fruits and vegetables, total fruit and vegetable consumption is slightly less than the recommended levels for Californians, and decreases for people living in the rest of the U.S.

Net economic gains for California consumers are large, with the benefits coming through the assumed large increase in willingness to pay for the increased quantity demanded for fruits and vegetables. The table below shows that depending on the dietary scenario, the annual net benefits range from $14 billion to $49 billion. The main benefit is due simply to the assumption that consumers recognize the benefits of increasing their consumption of the specified fruits and vegetables, and adjust consumption accordingly. However, the increased consumption by Californians causes prices to rise, which imposes a cost on consumers. Annual consumer surplus for people in the rest of U.S. declines by $1.8 billion to $6.6 billion due to higher prices and lower consumption realized by this group. The calculation of the net benefits and losses to consumers also omits the benefits and losses from a change in consumption of other goods such as snack foods and other food items as Californians switch into eating more fruits and vegetables.

The gains to growers in California are $316 million to $836 million a year. Growers in the rest of the U.S. benefit by $144 million to $712 million a year. California growers benefit more under the cancer prevention scenarios because many of the crops that have the greatest increases in demand in the cancer prevention scenarios (lettuce, broccoli, processed tomatoes, etc.) are grown primarily in California.

The sum of net benefits to all consumers and growers in the U.S. ranges from $12 billion to $44 billion a year. This total recognizes that growers gain from higher prices, consumers in California gain from assumed benefits of increased consumption of a healthier diet, and consumers in the rest of the U.S. face losses due to higher prices. Additional results for consumers and growers when growers have more flexibility in adjusting to changes in prices are discussed in the text of the report.

Total Change in Surplus (in millions)
	5-a-day	5-a-day cp	7-a-day	7-a-day cp

California
Low-income consumers	2,083	2,258	5,858	4,785
High-income consumers	11,894	13,978	43,043	35,131
Growers	316	464	788	836
All	14,296	16,703	49,687	40,753

Rest of the U.S.
Low-income consumers	-233	-161	-674	-521
High-income consumers	-2,123	-1,615	-5,952	-4,713
Growers	144	152	712	606
All	-2,214	-1,624	-5,913	-4,629

Total
Low-income consumers	1,851	2,096	5,182	4,265
High-income consumers	9,772	12,367	37,090	30,418
Growers	460	619	1,498	1,442
All	12,080	15,080	43,773	36,124

INTRODUCTION

This study estimates the economic impact on producers and consumers in California, and in the rest of the U.S., from the increase in demand for fruits and vegetables that would have to occur in order for Californians to increase their intake of fruits and vegetables to meet recommendations for a cancer-prevention diet. That impact is measured in changes in the prices of fruits and vegetables, and quantities consumed and produced, that translate easily into net benefit measures. Consumers will pay higher prices for produce, but will of course benefit from healthier diets. This study estimates the effects on to consumers and producers from changes in prices and quantities, but the health-related benefits to consumers and to society from healthier diets are beyond the scope of the study.

Increased consumption of fruits and vegetables has been linked to a decrease in the risk of cancer. In a review of 196 epidemiology studies, scientists determined that the link between fruit and vegetable consumption and a lower incidence of cancer was probable (World Cancer Research Fund, 1997). In addition, convincing evidence exists linking the consumption of specific fruit and vegetable groups to reductions in certain types of cancers. For example, eating dark vegetables has been associated with a lower incidence of lung and stomach cancers (World Cancer Research Fund, 1997). Therefore, the cancer risk reduction diet provides recommendations for the composition of fruit and vegetable consumption, as well as the total level.

Four scenarios are developed in this study to meet different minimum targeted consumption levels. The first is a general 5-a-day recommendation, the second scenario is for more specific food subgroups within the 5-a-day recommendation, the third is a general 7-a-day recommendation, and the final scenario is for specific food subgroups within the 7-a-day recommendation. Because people with lower incomes eat fewer fruits and vegetables than do people with higher incomes, the change in eating habits and the associated benefits for individuals with lower incomes who move to a diet with more fruits and vegetables may be greater. Consequently, this study distinguishes between people living in lower income households (less than $15,000 a year) and people living in higher income households (more than $15,000 a year). That level of income seems to correspond to a shift in consumption patterns, representing a turning point in the number of servings consumed per day, as income rises.

A shift in consumption patterns to the recommended levels would cause the demand for fruits and vegetables to rise significantly, leading to higher prices and increased production, shifting the use of agricultural resources (such as land, labor, and water) into the production of those commodities, and benefiting the entire agricultural sector. Californians consume fruits and vegetables produced throughout the U.S. and in other countries. Thus, it follows that growers in both California and elsewhere benefit from the higher prices and increased production, even though only the demand by Californians is increasing, in the hypothetical scenario that we examine in this report.

Previous evaluations of the societal benefits of eating more fruits and vegetables have focused on the reductions in health-care expenditures from a reduction in chronic diseases associated with poor diets, including but not limited to some cancers, diabetes, and heart disease. We take it as a given that healthier diets are desirable, and identify the extent to which agricultural producers benefit from such an outcome. This study represents the first attempt to address the effect on growers who could expect to gain from such an increase. Such a benefit to producers might justify additional public sector investment in promoting healthier diets. Much like the situation with generic advertising of specific commodities, individual producers and even entire industries have limited incentives to invest in promoting healthier diets; there is an underinvestment in promoting such messages by industry, since producers capture only a portion of the benefits to society.

Without an increase in consumer incomes, increasing the consumption of fruits and vegetables means decreasing the consumption of at least one other product, whether a less healthy food or any other item. The effect of such a compensating reduction in other purchases, in the absence of any change in total spending by consumers, is beyond the scope of the present study, which considers only fruits and vegetables. Consumer benefits are therefore complicated by uncertainty over both the dollar value of health benefits and the nature of adjustments in other spending. However, we report partial effects on consumer benefits, based on the fruit and vegetable markets.

FRUIT AND VEGETABLE RECOMMENDATIONS

The USDA’s minimum recommendations for fruit and vegetable general consumption for everyone are 5 servings of fruits and vegetables a day, with 2 servings as fruit and 3 as vegetables (Table 1) (USDA & USDHHS 1996; Young and Kantor 1999). Because some fruits and vegetables are higher in the nutrients and phytochemicals that appear to reduce the risk of cancer, minimum recommendations for specific subgroups were expanded on by the Cancer Prevention and Nutrition Services (CPNS) unit of the California Department of Health Services (CDHS), based on a wide body of literature (see, for example, World Cancer Research Fund, 1997).

Table 1. Fruit and Vegetable Recommendations
		5-a-day	5-a-day cancer prevention	7-a-day	7-a-day cancer prevention

Fruit		2		3
	Citrus/berry/melon		1		1
	Any fruit		1		2


Vegetable		3		4
	Starchy		0.5		0.5
	Salad Greens		1		1
	Cruciferous		0.5		0.5
	Tomato		0.3		0.3
	Dark Green and Orange		1		1
	Any vegetable		0		0.7

The more specific 5-a-day cancer prevention recommendations for fruit are at least 1 serving from the citrus/berry/melon group and at least 1 additional serving of any fruit. For vegetables, the recommendations are at least 1 serving of dark colored (dark green and deep orange) vegetables, 1 serving of salad, 0.5 servings of a starchy vegetable, at least 0.5 servings of cruciferous vegetables, and 0.3 servings of tomato (Table 1). These recommendations put the consumption of vegetables slightly higher than the 3 a day minimum.

While the minimum target for the general population is 5 servings of fruits and vegetables a day, the USDA’s minimum recommendations for most men and active women are 3 fruit servings and 4 vegetable servings a day (McNamara et al. 1999; USDA & USDHH 2000) (Table 1). The more specific cancer-prevention recommendations for fruit are at least 1 serving from the citrus/berry/melon group and at least 2 additional servings of any fruit. For vegetables, the recommendations are at least 1 serving of dark colored (dark green and deep orange) vegetables, 1 serving of salad, 0.5 servings of a starchy vegetable, at least 0.5 servings of cruciferous vegetables, 0.3 servings of tomato, and 0.7 additional servings of any vegetable (CPNS 2002) (Table 1).

Despite the known benefits, many people do not eat the recommended levels of fruits and vegetables. National surveys indicate that, on average, adults consume 3.9 servings a day, excluding potatoes consumed as french fries or chips (McNamara et al. 1999; Tippett and Cleveland 1999). In some cases, the gap between average and recommended consumption is quite large. For instance, McNamara et al. (1999) estimate that adult per capita consumption of dark vegetables would need to increase by over 300 percent to meet the 1 serving a day recommendation.

People in households that earn less than $15,000 a year average even fewer servings per day than do people in higher income households. Based on the California Survey of Dietary Practices (CSDP), average consumption for low-income consumers is 1.850 servings a day for fruit and 1.874 a day for vegetables (Table 2). Higher income consumers eat slightly more fruits and vegetables. Average consumption by high-income consumers is 1.875 servings of fruit a day and 2.191 servings of vegetables (Table 2). Fruit consumption would need to increase by 62 percent for low-income consumers and by 60 percent for high-income consumers to achieve the 3-a-day recommendation. Vegetable consumption would need to increase by 134 percent for low-income consumers, but just under 100 percent for high-income consumers, for these groups to reach the recommended 4-a-day target.

Table 2. Current Servings per Day Consumed in California by Household Income^a
		Lower Income	Higher Income	Difference
Food Category		(<15,000)	(≥15,000)

Fruit		1.850	1.870	0.019
	Citrus/berry/melon	0.741	0.758	0.017
	Other Fruit	1.109	1.112	0.003

Vegetable		1.874	2.191	0.317
	Starchy	0.227	0.261	0.035
	Salad	0.406	0.540	0.135
	Other Vegetable	0.454	0.523	0.069
	Tomato	0.251	0.284	0.033
	Dark - Non Cruciferous	0.195	0.201	0.006
	Dark - Cruciferous	0.091	0.106	0.015
	Other Cruciferous	0.089	0.089	0.001
	Potato
	with french fries and chips^b	0.862	0.886	0.024
	net french fries and chips	0.162	0.186	0.024

Total		3.725	4.061	0.336
^aSource: California Survey of Dietary Practices ^b(Kantor 1998). Because the CSDP does not include french fries and chips in its dietary estimates, the California data for potato consumption were adjusted to include them these items, for purposes of comparison, using the national average of 0.7 servings of french fries or chips consumed daily in the U.S.

Even though overall consumption of fruits and vegetables is higher for people with a higher income, people with lower incomes eat more of certain types of fruits and vegetables. Average consumption of apples, bananas, cabbage, celery, cucumbers, pears, tangerines, watermelon, and all juices but grapefruit juice is greater by people with a household income of less than $15,000 a year. In general, these items have lower retail prices than the other fruits and vegetables. Consumption of high-priced items tends to be lower for the low-income group. For instance, consumption of items such as artichokes and raspberries was zero among the low-income households surveyed.

When food categories are broken down into sub-groups, greater variation in the gap in meeting targeted levels for the cancer prevention diet is apparent. Among all food categories, both low- and high-income consumers in California come closest to meeting the recommended target of 0.3 servings for tomatoes. Low-income consumers need to increase consumption of tomatoes by only 0.049 servings, and high-income consumers by just 0.016 servings, to reach recommended targets for a cancer prevention diet (Table 2). At the other end of the spectrum, consumption of dark vegetables would need to increase by 0.714 servings for low-income households, and by 0.693 servings for high-income consumers, to meet recommendations (Table 2).

The consumption levels calculated from the California Survey on Dietary Practices (CSDP) are consistent with the results of estimates from national studies for most food categories (Table 3). National consumption of fruits and vegetables has been estimated from the Continuing Survey of Food Intakes by Individuals (CSFII) (McNamara et al 1999; Tippett and Cleveland 1999) and from food supply data (Kantor 1998). The CSDP and the CSFII are 24-hour recall surveys concerning individuals’ consumption of food items. The CSFII is collected throughout the year. The CSDP is conducted bi-annually, in the fall. Food supply data, on the other hand, makes use of production, trade, and waste and spoilage data to estimate per capita consumption of foods.

Table 3. Comparison of Results of Food Consumption Studies
	California^a	CSFII^b	Food Supply^c
	servings per day
Citrus, Melon, Berry	0.76	0.74	0.6
Other Fruit	1.11	0.76	0.7
Total Fruit	1.87	1.5	1.3

Dark Vegetable	0.29	0.32	0.3
Starchy Vegetable	1.09^d	1.28^d	1.4^d
Other Vegetable	1.2	1.53	1.9
Total Vegetable	2.58	3.13	3.6

Total	4.45	4.63	4.9
^a Source: California Survey of Dietary Practices, ^b Source: McNamara et al 1999, ^c Source: Kantor 1998, ^d Includes potato chips and french fries (See Table 2).

Based on the CSFII, overall consumption of fruits and vegetables is 4.45 servings per day, 0.18 servings less than the U.S. figure of 4.63 servings per day. Californians eat more servings of fruit than the national average, but fewer vegetables. Compared to the servings calculated from the CSFII, Californians average 0.37 more servings of fruit, but 0.55 fewer servings of vegetables than U.S. consumers. Neither the 4.45 servings per day for Californians, nor the 4.63 figure for the U.S. as a whole, is as encouraging when one remembers that these include an average of 0.7 servings per day of potatoes consumed as french fries or chips.

THE U.S. HORTICULTURAL INDUSTRY

A shift in demand toward more fruits and vegetables would be met through increased production from within California and the rest of the U.S, increased imports from other regions, and a reduction in exports. Agricultural industries stand to benefit significantly, should consumers achieve the recommended levels of fruit and vegetable consumption. The annual farmgate value of U.S. production of fruit and vegetables is $21 billion. California is the largest producer of fruits and vegetables in the country, accounting for 49 percent of the total U.S. value. Tree and vine fruit production in California is 58 percent of the U.S. value, and the value of California’s vegetable and melon production is 39 percent of the U.S. value (USDA 1999a). The volume of fruits and vegetables imported into the U.S. is another $10 billion; because it is a wholesale value, that figure is not directly comparable to the farmgate value of U.S. production above, but it does serve to put the relative importance of U.S. production sources in meeting overall U.S. consumption into further perspective.

California accounts for over 99 percent of national production of artichokes, Brussels sprouts, dates, figs, kiwi, clingstone peaches, persimmons, prunes, and raisins. It accounts for at least 50 percent of U.S. production of table grapes, wine grapes, lettuce (head, leaf, and romaine), strawberries, broccoli, plums, celery, carrots, avocados, fresh-market oranges, cauliflower, honeydew, cantaloupes, and processing tomatoes. While it produces less than 50 percent of U.S. production of spinach and asparagus, California is still the largest producer of these items. Among fruits and vegetables of significance in consumption, California produces less than 10% of total U.S. production only for apples, peas, snap beans, potatoes, sweet corn, and orange juice. It does not produce any bananas or pineapple.

The ability of California growers to increase production of fruits and vegetables depends on the resources, such as land, water, labor, and other purchased inputs, at their disposal. However, there is not an unlimited supply of land, water, or agricultural labor to the California agricultural sector. O’Brien was the first to address the issue of limited resource availability in meeting the increased demand for fruits and vegetables by U.S. producers (1997). Drawing additional resources into the production of fruit and vegetables will raise the prices of those resources, to the extent that their supply is limited. Other researchers have discussed the potential for increasing the supply of fruits and vegetables from trade, acreage adjustments, and greater use of other purchased inputs (Abbott 1999; Young and Kantor 1999).

The U.S. has over 931 million acres devoted to agricultural production. Harvested cropland accounts for 39 million acres, and fruits and vegetables 11 million. California has over 27.7 million acres in agricultural production, with 8.5 million harvested acres (USDA 1999a). While California accounts for only three percent of the harvested cropland in agricultural production in the U.S., it has 22 percent of the land in fruit and vegetable production, and 45 percent of the land in tree and vine fruit production. Because California specializes in the fresh market for fruits and vegetables, and in off-season production, its 49 percent share of the value of fruit and vegetable production is greater than its 22 percent share of land in production.

Total farm expenses for the U.S. were $151 billion in 1997 (USDA 1999a). Total farm expenses in California were $17 billion. Labor and other purchased inputs account for over half of production costs in California, but less than half for the rest of the U.S. Within California, labor alone accounts for 28 percent of production costs and is the largest expense category. For the rest of U.S. agriculture, labor is only 10 percent of expenses. California has several large agricultural industries that are labor intensive, including fruits, vegetables, and ornamental nursery plants.

Another large cost item for California is irrigation water. Most crops in the U.S. are rainfed. In California, however, almost all crops are grown with purchased water. Surface water is either delivered to farms through a system of aqueducts and canals, or pumped from below ground. Other purchased inputs include seeds, nursery stock, fertilizer, chemicals, and energy.

For many commodities, the main source of U.S. supply is through imports. Bananas and pineapples are two commodities whose supply is largely from imports. Other commodities, such as potatoes, and plums and prunes, have a large share of their production exported (Table 4).

The larger the share of a commodity that is imported or exported, the easier it may be to meet changes in demand through changes in trade flows. Commodities such as bananas, pineapples, potatoes, plums and prunes, and artichokes have more flexibility in meeting changes in domestic demand through changes in trade than do commodities such as strawberries, peas, processing tomatoes, carrots, onions, snap beans, and cabbage (Table 4). For these commodities, changes in demand would be most likely be met through changes in U.S. production.

Table 4. Trade shares for fruits and vegetables.
Crop		Share of U.S. net market supply traded*
		(%)
Net Imports
	Bananas	99.7
	Pineapples	77.1
	Artichokes	45.2
	Cucumbers	37.4
	Eggplant	32.0
	Asparagus	31.8
	Cantaloupe	31.0
	Tomatoes, Fresh	27.7
	Avocados	27.7
	Honeydews	21.5
	Apple	20.0
	Peppers, Bell	15.3
	Broccoli	11.3
	Grapes	6.8
	Oranges	5.6
	Watermelon	4.8
	Peas	2.5
	Carrots	1.9
	Beans, Snap	1.0

Net Exports
	Potatoes	83.4
	Plums and prunes	62.3
	Grapefruit	31.4
	Cherries	18.0
	Cauliflower	17.0
	Celery	11.3
	Pears	8.4
	Apricots	8.3
	Lettuce, All	7.6
	Spinach	6.6
	Corn, Fresh	6.6
	Tangerines and other citrus	6.1
	Peaches & Nectarines	5.4
	Sweet Potatoes	3.1
	Strawberries	2.7
	Tomatoes, Processing	2.1
	Onions	1.8
	Cabbage	0.1
*Net U.S. supply is equal to U.S. production plus imports less exports.

MARKET EFFECTS OF INCREASED FRUIT AND VEGETABLE CONSUMPTION

If consumers were to choose a cancer prevention diet and eat more fruits and vegetables, the increased consumption could come from three potential sources: increased domestic production, increased imports, and, for fruits and vegetables currently exported, a reduction in exports. When applied to California alone, domestic production would refer to in-state production, and imports then refer to product diverted either from other states or other countries. Under normal circumstances, increased quantities from any of these sources require prices to rise. It will take higher prices for any producers to increase production, either from farming existing acreage more intensively or by bringing more acreage into production. Such acreage is likely to be currently planted for other crops, rather than idle. In addition, imports will increase, and exports decrease, but only if prices increase to lure more product to the market.

An increase in demand by Californians could be met without any price increases only if California represented a sufficiently small part of the market, or resources for increasing production were available in larger quantities without any input price increases. Neither assumption is plausible. California’s population is about 12% of U.S. population, so it represents a large share of the market, and the availability of at least some inputs—say, land suitable for vegetable production—is not unlimited. For a demand increase that is exactly equal to the amount needed to get to a new dietary guideline, the resulting price increases, which temper the increases in consumption, mean that the new market equilibrium will be characterized by higher prices and increased consumption, but in quantities that fall short of the dietary recommendation. If the necessary price increases are small, the difference between realized and targeted consumption will be small; however, if the price increases are large, consumers will not come as close to achieving the recommended numbers of servings. Simply modeling an increase in consumption, at current prices, and ignoring these market effects, would produce incorrect estimates of the effects of increasing the demand for fruits and vegetables. In particular, we would underestimate the increased expenditures by consumers, overstate the number of servings of fruits and vegetables consumed, and understate both increased costs of production and benefits to producers.

These market effects can be illustrated in a graph (Figure 1). Initially there is an equilibrium point, a, at which the supply curve, S, crosses the original demand curve, D₁. The supply curve is upward sloping, because as prices increase, the quantity supplied by producers also increases. The demand curve is downward sloping, representing the fact that as prices increase, consumers demand smaller quantities. At point a, the quantity supplied is exactly equal to the quantity demanded. The original market price is P₁ and the original market quantity is Q₁.

The demand for any product depends on several factors. The initial quantity of fruits and vegetables consumed reflects individual consumers’ choices given their current preferences for fruits and vegetables, their incomes, and current prices. Suppose the quantity axis in figure 1 represents the quantity of all fruits and vegetables (or any particular group for which a specific recommendation is made). The quantity corresponding to the initial market equilibrium at the point labeled a thus might represent the current per capita number of fruit and vegetable servings, labeled as Q₁. Suppose also that the difference between Q₁ and the recommended number of servings is k. In figure 1, demand is shifted to the right, in parallel, by the amount k, representing the amount by which market demand would shift if consumers all adopted the recommendations of a cancer-prevention diet, namely moving to Q*.

Figure 1. Market Effects When Fruit and Vegetable Consumption Increases

The new market equilibrium is point b where demand curve D₂ intersects the supply curve S. The new equilibrium market price rises to P₂ and the new equilibrium quantity demanded is Q₂. The upward-sloping supply curve shows why Q* is not attained—at P₂ producers are not willing to supply Q*. The closer to horizontal is the supply curve, the closer to Q* will the actual Q₂ turn out to be, and the smaller the increase in price. The steeper is the supply curve, on the other hand, the larger the price increase and the greater the difference between Q₂ and Q*.

The degree of responsiveness by consumers and producers to changes in prices is called an elasticity. An elasticity is simply a number that represents the percentage change in quantity demanded or supplied that follows from a one percent change in price. For example, if a demand elasticity is –0.5, then a one percent increase in price will cause a one-half percent decrease in quantity demanded. Similarly, if the supply elasticity is 2.0, then a one percent increase in price will cause a two percent increase in quantity supplied. Large supply elasticities from either changes in trade or production are required for an outcome with small price effects and consumption close to targeted levels.

Typically, diagrams such as Figure 1 are drawn for only one commodity, not for an aggregate such as all fruits and vegetables. But whether the commodity is relatively disaggregated, for instance apples or lettuce, as opposed to all fruits and vegetables, it is important to keep in mind that the diagram captures only the relationship between quantities supplied or demanded for that commodity and the price for that commodity. The diagram does not show what happens as the prices of other commodities change because all other prices, and any other relevant variables affecting demand or supply, are specifically assumed to be held constant in characterizing demand or supply relationships. If the prices of other commodities change, both relationships for the first good, in figure 1, could be affected. For instance, if the price of a commodity that is a substitute in consumption for the first good were to increase, the demand for the first good will rise, as at every price consumers seek to use it to substitute for the second good whose price rose. A price decrease for a substitute has the opposite effect, leading to a decrease in demand as consumers use more of the cheaper good. If the price increases for a good that is a complement to the first good, the demand for the first good will fall. It seems likely that most fruits and vegetables, especially the aggregated commodities modeled in this study, are substitutes, so complementarity relationships need not be discussed further.

A similar concept applies on the supply side. Goods might substitute for each other in production because they compete for the same inputs. For instance, when the market price received for a substitute in production increases, the supply curve for the first good will shift to the left. At any price, there will be less of the first good produced than before the price for the substitute good rose. This might reflect land being diverted to production of the substitute good whose price increased.

A correct assessment of the responses by both consumers and producers to multiple price changes, across all goods, requires taking into account the effects of all of these substitution relationships. The results of a study such as this one thus depend not only on the so-called “own-price” demand and supply elasticities described already, but additional sets of elasticities that capture the important substitution/complementarity relationships characterizing both demand and supply. For instance, suppose the demand for broccoli increases. Its price will increase, which will increase the demand for broccoli substitutes. The price increase also affects supply relationships causing some growers to shift acreage into broccoli and out of a substitute crop such as lettuce or artichokes. In those markets, price will rise due to a supply shift, without demand having shifted at all. This will cause a second round of demand shifts, as consumers react to price increases for lettuce or artichokes. To gauge the effects of several simultaneous demand increases requires adjustments to capture the net effect of all of these second-round effects. Failure to do so will produce erroneous estimates of consumer responses or estimates of the costs and benefits for consumers and producers.

MEASURING THE COSTS AND BENEFITS

The effects on consumers and growers from an increase in the demand for fruits and vegetables are determined by converting changes in prices and quantities into changes in measures of economic welfare, known as consumer surplus and producer surplus, respectively. These measures of welfare change can be understood most easily by reference to Figure 1. Consider a point on the demand curve that corresponds to a very high market price and a very small quantity demanded. At this point, many consumers would have shifted their consumption to substitute goods, responding to the high price. Only the consumer who places a very high value on consuming the good in question would make any purchases, presumably fewer than when the price was still at P₁. That consumer is said to earn a surplus, if he or she assigns such a high marginal value to additional units of the good, but is required to pay only P₁ to acquire them. The idea is that the consumer gained something by having a willingness to pay for the good that exceeded what had to be paid, the market price. The sum of all such surplus measures, for all consumers and for every unit of the good they consume, yields consumer surplus. It turns out to correspond to the area between the demand curve and a horizontal line at the market price P₁. Because the demand curve in Figure 2 is linear, the consumer surplus corresponds to the area of the triangle formed by aP₁b, the cross-hatched area labeled CS.

Figure 2. Consumer and Producer Surplus

Consumer surplus changes are of interest as a measure of consumer benefits in this study because the underlying assumption is that California consumers want to eat more fruits and vegetables, and so are willing to pay more than they did previously. Based on income and other individual characteristics, some people are willing to pay a lot more, and some just a little bit more. However, everyone pays the same increase in market price, but not their total willingness to pay for fruits and vegetables.

The benefit to growers is calculated as the change in producer surplus. Producer surplus is the difference between what a grower is paid for the sale of a crop and the lowest amount the producer is willing to accept to sell the crop. It is the area above the supply curve and below the price line. As was the case with the consumer surplus calculations, because the model has linear supply curves, producer surplus is the area of triangle aP₁c (the shaded area labeled PS in Figure 2).

When demand shifts consumers are affected two ways. There is a gain from the demand increase–a greater willingness to pay for each unit of the good–but also a decrease in consumer surplus due to an increase in market prices. The change in consumer surplus for California consumers is thus the difference between the gain in surplus from the increased willingness to pay for each unit of the good in question, as demand shifts upwards, and the loss in consumer surplus as the price rises from P₁ to P₂. Area bedf is the gain to consumers from the shift in demand and area P₁afP₂ is the loss to consumers from higher prices. The net gain to consumers is the difference between the two areas. Consumers in the rest of the U.S. experience only the latter, negative effect on consumer surplus. Their demands did not shift, in the hypothetical scenarios we examine, but the prices they pay for fruits and vegetables still rose, as a consequence of demand increases elsewhere.

Producer surplus increases both from the increase in production and the increase in market prices. The increase in producer surplus is area P₁adP₂ and is calculated as the difference between the size of the triangle using the new market price and quantity, area dP₂c, and the size of the triangle under the original price and quantity, area aP₁c. Appendix I contains the final equations used to calculate the changes in consumer surplus for Californians, and for people living in the rest of the U.S., and to calculate the changes in producer surplus for growers in California and in the rest of the U.S. Surplus changes for growers are calculated in the same manner, regardless of location.

A final point should be mentioned to aid in interpretation. First, using the change in consumer surplus that we calculate as a measure of the change in welfare for consumers in either location ignores effects in other markets. For instance, suppose that Californians increase their fruit and vegetable expenditures by reducing their demand (and hence expenditure) for only one other good, soft drinks. If the supply curve in the soft drink market is upward-sloping, then the reduced demand will lower prices. California consumers will have a change in consumer surplus from soft drinks that has a negative component, reflecting the demand shift, and a positive effect from the price decrease. Consumers in the rest of the U.S. will experience only a positive welfare effect, from the reduction in price. Their demand curves for fruits and vegetables, on the one hand, and soft drinks, on the other, did not shift, so there are no accompanying changes in surplus from taste-change induced demand shifts. The producers of soft drinks would experience a loss in revenue and producer surplus.

Figure 3. Changes in consumer and producer surplus

In addition, it is not cost free to bring additional land into the production of fruits and vegetables. Producer surplus will decrease for crops that had been grown on the land converted into the production of fruits and vegetables. We do not include those losses in our estimates of the benefits of increased fruit and vegetable production.

A MODEL OF FRUIT AND VEGETABLE PRODUCTION AND CONSUMPTION

Demand and supply curves that describe market conditions, as in Figure 1, are not readily observed. Their shape and position must be estimated using observed price-quantity combinations. From such estimated relationships, changes in surplus to consumers and producers can then be estimated, based on changes in market prices and quantities. This section outlines the structure of the conceptual model we use to describe the markets of interest. We then discuss how to make use of approximations to demand and supply curves that avoid the need to construct complete mathematical representations of the curves.

The demand side of our model needs to include equations for low and high-income consumers from California, and for low and high-income consumers from the rest of the U.S. The demand equations for California incorporate the increase in demand by California consumers. The supply side of the model contains equations for net U.S. trade (U.S. imports minus U.S. exports), market quantity supplied from the agricultural marketing sector (processors and handlers), and production supplied to the marketing sector from growers in California and the rest of the U.S. The demand equations for California’s agricultural input markets are derived from the equation for California production. The result is a model that links supply and demand in the final market to supply and demand in the marketing sector, and ultimately, to growers’ production decisions and to supply and demand in agricultural input markets. The system of equations developed for this study is presented in Appendix I.

The solution to the system of equations is the percentage change in retail and grower prices, final quantity demanded by each income group in each region in the study, and production by growers in each region. The percentage changes in prices, quantity demanded, and production are used to calculate the changes in consumer and producer surplus.

It is possible to predict changes in prices and quantities without complete knowledge of the underlying demand and supply curves by using a set of linear supply and demand curves to approximate the correct (but unknown) supply and demand. The “market model” developed in this study uses this approach.

The advantage of simulating a linear market model is that it does not require estimating the underlying supply and demand curves. The supply and demand functions are log-linear approximations to the underlying curves. For small changes in demand they provide estimates of surplus changes that are a close approximation to the actual values (Alston, Norton, and Pardey 1995). Another advantage is that the system can be simulated with readily available information (Alston, Norton, and Pardey 1995). The main disadvantage is that the larger the shock to the system, the more biased is the estimate of surplus changes. However, this is true for any model where the demand curve is an approximation.

Similar market models have been widely used to estimate the benefits of agricultural research (e.g., Alston, Norton, and Pardey 1995), agricultural policies (e.g., Sumner and Lee 1997) and changes in consumption following nutrition education to school age children (Alston, Chalfant, and James 1999). They do not predict what the actual market quantity and prices will be, because many other factors influence actual production (such as temperature, rainfall, etc.), market price, and market quantity each year. Instead, this model allows the economic effects of increased consumption to be modeled separately from all other market influences, treating the other market conditions and production costs as remaining constant when the change occurs. This is, in fact, the preferred measure of the effects of an isolated incident, even if interest is in a real-world demand shift, not a hypothetical one. Simply looking at the market before and after the change, and attributing the entire change to the demand shift, runs the risk of interpreting the effects of weather or other changes as the effects of the demand shift alone.

STUDY DESIGN

Four different scenarios, corresponding to different sets of shifts in quantity demanded, are used to simulate the effects of increased fruit and vegetable consumption by Californians. The first is the 5-a-day general recommendation where people are asked to eat 2 fruit servings and 3 vegetable servings a day. The second is the 5-a-day cancer prevention recommendations presented in Table 2. The third scenario is the 7-a-day general recommendation of 3 fruit servings and 4 vegetable servings. The final scenario is the 7-a-day cancer prevention recommendations presented in Table 2. Because broccoli is both a dark vegetable and a cruciferous vegetable, for this study broccoli is classified as a dark vegetable, but the increase in broccoli consumption is also added to the servings of cruciferous vegetables currently consumed before calculating the increase needed in cauliflower and cabbage consumption in order to achieve the 0.5 recommended daily servings of cruciferous vegetables. Adding the increase in broccoli consumption before calculating the increase in cauliflower and cabbage consumption avoids simulating the effects of a demand increase for the cruciferous category that exceeds the actual recommendations. This is only an issue for the two cancer prevention scenarios, not the general 5-a-day or 7-a-day scenarios.

Consumers in the U.S. are separated into two regions and two income categories. Two regions are used because only the demand by Californians is increasing. The income categories are low-income households earning $15,000 a year or less, and high-income households earning over $15,000 a year.

Thirty-seven commodities are included in this analysis. The final fruits and vegetables selected were those for which a complete data set was available. Data are needed on the consumption of different food items by income, current level of retail prices, U.S. and California crop production and value, imports, exports, demand and supply elasticities (used to measure the responsiveness of growers and consumers to price changes), and agricultural inputs. The commodities included and the cancer prevention sub-groups to which they belong are shown below:

Citrus/Berry/Melon	Cantaloupe, grapefruit, honeydew melon, oranges, strawberries, tangerines and other citrus, watermelon
Other Fruit	Apple, apricots, avocados, bananas, cherries, grapes, peaches and nectarines, pears, pineapples, plums and prunes
Starchy Vegetables	Corn (fresh market sweet), sweet potatoes
Salad	Lettuces (green leaf, head, romaine, endive, etc.)
Other Vegetables	Artichokes, asparagus, beans (snap), celery, cucumbers, eggplant, onions, peas, peppers (bell)
Tomatoes	Fresh market, processing
Dark	Carrots, spinach, broccoli
Cruciferous	Cabbage, cauliflower
Potatoes	All varieties

Potatoes are a starchy vegetable, but are listed separately because the percentage shift in demand for potatoes will include a decrease in demand to account for the elimination of french fries and potato chips from the diets of Californians, before the total shift in starchy vegetables is calculated. Increased consumption of fruits and vegetables need not come at the expense of any particular substitute good, as noted earlier. However, it seems unlikely that an increased awareness of the role of diet in disease prevention large enough to cause shifts in fruit and vegetable consumption of the magnitudes in our four scenarios would not also be accompanied by reductions in the number of servings of less healthy foods. Most such reductions would have small effects on the fruit and vegetable markets of interest in this study. An exception occurs with potatoes. Since a significant number of potatoes are consumed in the form of chips or french fries, we would probably end up with misleading results for potato producers if we modeled the effects of increased fruit and vegetable consumption without accounting for the decrease in the demand for potatoes eaten as french fries or chips.

To estimate the percentage increase in demand for individual commodities, the fruits and vegetables were separated into their appropriate categories. The categories may be the general fruit and vegetables categories, or the more specific cancer prevention subgroups. Using survey data, the average daily servings of all fruits or vegetables belonging to the same category, by commodity and income, were summed to calculate the total average servings consumed per day per category. The consumption data include information on the average daily consumption of many types of fruits and vegetables that were omitted from the economic analysis due to a lack of sufficient market data. For example, the consumption of blueberries, blackberries, Crenshaw melons, and unspecified fruit is included along with the oranges, bananas, and apples, etc., in the total servings of fruit consumed each day, even though they are not included in the economic analysis. Based on current serving numbers, the percentage increase needed to attain the recommended level of consumption for the category is calculated, and consumption of each commodity is increased by that percentage. For the cancer prevention recommendations, first the percentage increase needed to meet the sub-group recommendations is calculated. Then the remaining increase in consumption needed to meet the overall recommendation for the 7-a-day cancer prevention scenario is calculated using all appropriate commodities.

For the 5-a-day cancer prevention scenario, while the general recommendation for fruit is not met, the increase that achieves the recommended level of citrus/berry/melon consumption puts the total fruit servings above the targeted 2-a-day. To hold total consumption of fruit to 2 servings, the consumption of all other fruits, such as bananas, apples, pears, and peaches, must be reduced. The decline in consumption of other fruits is equal to the percentage change needed to attain only 1 serving a day. The percentage increase in the citrus/berry/melon group is just the amount needed to attain the recommended 1 serving per day. Similarly, once the cancer prevention recommendations for the salad, starchy, dark, cruciferous, and tomato subgroups are calculated, total servings of vegetables are 3.3 servings a day, just over the recommended 3 vegetable servings a day. Therefore, consumption of all other vegetables that do not fall into one of the cancer prevention subgroups also decreases. In reality, if consumers desire to maintain their consumption of bananas, apples, zucchini, eggplant, or other fruits and other vegetables, while also achieving the recommended levels for the cancer prevention subgroups, they may simply chose more than the 2 fruit servings or 3.3 vegetable servings a day. However, we did not want to overstate the effects of achieving the dietary recommendations alone, and so chose to reduce the demand for other fruits and other vegetables in this instance.

For potatoes, as already noted, we decided to simulate a decrease in the consumption of french fries and potato chips, while increasing the consumption of potatoes prepared in other ways. To calculate the change in the demand for potatoes, first the required total percentage increase in consumption of starchy vegetables was calculated. Consumption of potatoes not in the form of french fries or potato chips is included in the starchy vegetable category. This percentage increase is used to calculate the new level of “healthy” potato consumption. The percentage change in demand for potatoes was then calculated using the original consumption of potatoes, including french fries and potato chips, and the new level which excludes french fries and potato chips, but includes the “healthy” form of potatoes.

Given the scenarios described above, the percentage increase in demand needed to meet the daily recommendations varies considerable across commodities and scenarios (Table 5). In general, the fruits and vegetables stressed in the cancer prevention diet have greater increases in demand under either set of cancer prevention recommendations than under the general recommendations. For example, the percentage increase in citrus/berry/melon fruits under the general 7-a-day recommendation is 62 percent for low-income households. This value increases to 92 percent under the 7-a-day cancer prevention recommendation. The exception to this pattern is tomatoes. People on average are already consuming close to the recommended daily servings of tomatoes. The increase in tomato consumption by low income households needed to meet the recommended levels in the 7-a-day scenario is 134 percent; however, it is only 39 percent in the 7-a-day cancer prevention scenario (Table 5).

Table 5. Percentage Increase in Demand for Each Recommended Level
	5-a-day		5-a-day cp		7-a-day		7-a-day cp
	Household Income Level^a
	Low	High	Low	High	Low	High	Low	High
Citrus-Berry-Melon	8	7	35	32	62	60	92	87
Other Fruit	8	7	-10	-10	62	60	42	42
Starchy Vegetables	75	50	121	92	134	100	157	120
Salad	75	50	147	85	134	100	187	113
Other Vegetable	75	50	-30	-34	134	100	16	15
Tomatoes	75	50	19	6	134	100	39	21
Dark	75	50	250	226	134	100	307	275
Cruciferous	75	50	106	75	134	100	139	101
Potatoes	-67	-69	-59	-60	-56	-58	-52	-54
^aLow income households have a median income of less than $15,000 a year. High income households have a median income equal to or greater than $15,000 a year.

The calculations of the change in prices, final demand, production, and trade were done assuming two different supply elasticities. The first assumes that growers, importers, exporters, and marketing firms have a low supply elasticity and are relatively less responsive to the changes in prices. The second assumes that they have larger supply elasticities and are relatively more responsive to changes in prices.

Two supply response scenarios are used because there are very few studies that have calculated the supply elasticity of individual fruits and vegetables, and none that have done so using a complete model of U.S. horticultural industries. The values used in this analysis have been extrapolated from the few available studies on individual commodities to represent a reasonable range of elasticities, given the agro-climatic conditions in California and the rest of the U.S. With four demand scenarios and two supply response assumptions, eight simulations are used to measure the costs and benefits of Californians eating more fruits and vegetables. A sensitivity analysis was also done using different demand elasticities; however, there was very little change in the surplus measurements and no change in the qualitative results.

DATA

Biennial consumption data by Californians for the years 1993 to 1999 were provided by the California Department of Health Services, Cancer Prevention and Nutrition Section. The data include information on the average daily servings of individual fruits and vegetables by income group.

U.S. and California production and farm value data are available from the USDA’s Fruit and Nut Yearbook and Outlook reports, the Vegetable and Melon Yearbook and Outlook reports, and Agricultural Statistics. The USDA data has California statistics for most, but not all crops. Additional data for California are available from the California Agricultural Statistics Service (1998-2002). Data on agricultural inputs used in the production of individual commodities are available from crop budgets prepared by the University of California Cooperative Extension. The consumption, production, and agricultural input data used in the analysis are presented in Appendix II.

Important parameters needed for this study are the elasticities of demand and supply. Demand elasticities for many of the fruit and vegetables included in this study are available in Huang (1993). The Huang data are used to determine an own-price and cross-price elasticity of demand for each commodity. The data and methodology used to calculate the cross-price elasticity of demand are in Appendix I.

Supply elasticities for individual fruits and vegetables are extrapolated from the literature. The supply elasticities are determined for three different production groups. The first group includes all row vegetables, the second is all row fruits (melons and strawberries), and the final group is the perennial tree and vine fruit crops. These three groups are chosen based on the agro-climatic distribution of crops grown in California and how the crop is grown.

Row vegetables are grown mainly in the Salinas Valley along California’s north-central coast, with significant winter vegetable production in the Imperial Valley, located inland in southern California. Because there are few agro-climatic regions with significant vegetable production, and most of the land that can produce vegetable crops in the Salinas Valley is already planted in vegetables, there are few options to expand production, and the supply response would be relatively inelastic (i.e., less responsive to changes in prices). The own-price supply elasticities are set equal to 0.5 for the less responsive scenario and 1.0 for the more responsive scenario.

Melons are grown throughout California’s Central valley and in the Imperial Valley, and there is significant strawberry production along California’s coast. Because there is a significant amount of land in other crops in these regions, the supply response to changes in the price of row fruits would be more elastic than for row vegetable crops. The own-price supply elasticities for row fruits are set to 1.0 for the less responsive scenario and 1.5 for the more responsive scenario.

Significant costs are associated with moving perennial crops in and out of production, and so a lower supply elasticity than for row fruits is used. However, production of perennial crops occurs throughout the Central Valley; therefore, the elasticity should be greater than for row vegetables. The two own-price supply elasticities for perennial crops are set to 0.75 and 1.25. The data and methodology used to calculate the cross-price elasticities of supply are in Appendix I.

RESULTS

The percentage changes in market and grower prices, market supply, trade, consumption, and production are the solutions to the system of equations that characterize our market model. As expected, under all scenarios, an increase in the demand for fruits and vegetables causes both market and grower prices to increase. Higher prices cause the final market equilibrium quantity to increase from an increase in imports, a decrease in exports, and greater production by growers in California and in the rest of the U.S. Depending upon the substitution effects, consumption of some fruits and vegetables may be greater than the initial shift in demand, while the consumption of other fruits and vegetables may be less. How prices, market supply, consumption and production change differs according to how demand changes, how consumers and producers react to price changes, and trade patterns. These differences in turn cause differences in estimates of the costs and benefits from greater consumption of fruits and vegetables.

Percentage Change in Final Prices, Final Market Equilibrium Quantity and Trade

5-a-day

All prices increase following the increase in demand for fruits and vegetables; however, the amount that prices increase varies (Table 6). For fruit, the price increase for plums and prunes is the smallest at 0.32 percent. This price increase is similar under both supply response scenarios. The greatest increase in price is for strawberries at 0.74 percent when supply elasticities are less responsive to price changes and at 0.97 percent when supply elasticities are more responsive. For melons, we also observe that as the supply elasticity becomes larger, market prices are higher.

Based on the single-market diagram showing supply and demand (Figure 1), such an outcome seems counterintuitive. The less responsive is supply, the greater should be the price increase. However, that intuition is based on a single demand shift (say for strawberries) and a single market. The supply curve for a good such as strawberries is drawn holding constant the prices of other goods; the movement up a single supply curve reflects producers’ response to the increase in demand for strawberries. When commodities are substitutes in production, producers may adjust away from the production of certain commodities by enough to cause the change in market supply to be lower, and market price to increase. The supply elasticity for this strawberries and melons is the most responsive, and these commodities also have a large number of other commodities that are substitutes in production. Therefore, growers can move resources in and out of melon and strawberry production more easily and into the production of crops, such as vegetables, where the shift in demand is higher. For all other commodities, the price increase is lower, and output greater, when the supply elasticities are more responsive. The cross-price demand effects would then further cause the quantity demanded to decrease and market prices to rise as consumers substitute away from the higher priced strawberries and melons, and into commodities with smaller price increases.

Recall that the current gap between actual and recommended servings is greater for vegetables than for fruit. Therefore, our simulations involve a larger increase in quantity demanded for vegetables, and the price increase for vegetables is greater than for fruit (Table 6). Even though the price increase is higher for vegetables, when

Table 6. Percentage Change in the U.S. market variables for the 5-a-day scenario.
		Price	Quantity	Trade	Price	Quantity	Trade
		Less Responsive			More Responsive
Citrus-Berry-Melon
	Cantaloupe	0.54	0.77	1.09	0.61	0.75	1.22
	Grapefruit	0.44	0.83	-0.89	0.44	0.83	-0.87
	Honeydews	0.57	0.77	1.15	0.65	0.74	1.3
	Oranges	0.64	0.58	1.29	0.63	0.6	1.26
	Strawberries	0.74	0.7	-1.48	0.97	0.61	-1.94
	Tangerines and other citrus	0.65	0.74	-1.29	0.63	0.75	-1.26
	Watermelon	0.64	0.73	1.27	0.71	0.71	1.42
Other Fruit
	Apple	0.67	0.77	1.34	0.65	0.78	1.29
	Apricots	0.64	0.75	-1.27	0.62	0.76	-1.25
	Avocados	0.61	0.75	1.22	0.6	0.76	1.21
	Bananas	0.44	0.89	0.89	0.44	0.89	0.89
	Cherries	0.52	0.8	-1.05	0.52	0.81	-1.03
	Grapes	0.71	0.68	1.43	0.7	0.69	1.4
	Peaches & Nectarines	0.65	0.72	-1.3	0.64	0.73	-1.27
	Pears	0.61	0.76	-1.21	0.59	0.77	-1.19
	Pineapples	0.5	0.87	0.99	0.5	0.87	1
	Plums and prunes	0.32	0.88	-0.63	0.32	0.88	-0.64
Starchy Vegetables
	Corn, Fresh Market Sweet	5.49	5.07	-10.97	5.11	5.11	-10.23
	Sweet Potatoes	5.93	4.83	-11.85	5.45	4.88	-10.9
Salad
	Lettuce, All	5.73	5.24	-11.45	5.25	5.28	-10.5
Other Vegetable
	Artichokes	4.02	5.23	8.05	3.89	5.22	7.78
	Asparagus	4.34	5.22	8.68	4.29	5.18	8.57
	Beans, Snap	5.79	5.06	11.59	5.53	5.07	11.07
	Celery	5.54	5.5	-11.08	5.09	5.54	-10.17
	Cucumbers	4.61	5.51	9.21	4.42	5.51	8.84
	Eggplant	4.52	5.13	9.03	4.32	5.13	8.64
	Onions	6.37	4.95	-12.73	5.82	5.03	-11.63
	Peas	5.38	4.2	10.77	5.05	4.27	10.1
	Peppers, Bell	5.51	5	11.02	5.14	5.03	10.29
Tomatoes
	Tomatoes, Fresh Market	4.23	4.48	8.45	4.03	4.5	8.05
	Tomatoes, Processing	5.42	5.21	-10.84	5.25	5.21	-10.5
Dark
	Carrots	5.73	4.08	11.47	5.28	4.22	10.55
	Spinach	5.57	5.06	-11.13	5.13	5.11	-10.25
	Broccoli	6.02	4.98	12.04	5.55	5.04	11.1
Cruciferous
	Cabbage	7.26	4.87	-14.51	6.47	4.99	-12.94
	Cauliflower	4.63	5.21	-9.26	4.29	5.23	-8.57
Potatoes
	Potatoes	-2.2	-7.02	4.4	-2.08	-7.05	4.16

supply elasticities are less responsive the change in price ranges from a low of 4.02 percent for artichokes to a high of 7.26 percent for cabbage. When supply elasticities are more responsive, prices increase by a smaller amount. The percentage increase in prices for artichokes is now only 3.89 and 6.47 for cabbage.

The increase in prices appears to be much lower than the shift in quantity demanded by Californians. This is because it is the percentage change in quantity demanded for the entire U.S. that determines U.S. prices. California has only 12 percent of the U.S. population. This makes the shift in demand for the U.S. market to be about 12 percent of the shift in demand by Californians, so that a 100 percent increase in demand by Californians translates into only a 12 percent increase in demand at the national level. Therefore, even though the change in demand by Californians for fruit under the 5-a-day general recommendation is eight percent for low-income families and seven percent for high income families, the change in demand for the overall U.S. fruit market is less than one percent. For vegetables, the increase in demand by Californians of 75 percent for low-income families and 50 percent for high income families translates into a shift in demand for the entire U.S of about nine percent for low income families and six percent for high income.

Trade also has an impact on the final change in market prices and supply. Whether the increased U.S. market supply is coming primarily from changes in trade patterns, or from increases in production depends upon the commodity. For a commodity such as bananas, almost all of the U.S. supply is imported from other countries, so changes in trade account for most of the increase in U.S. supply. On the other hand, for commodities such as cabbage or strawberries, very little is traded with other markets and increased quantities must come from domestic production.

The percentage change in trade is smallest for the commodities with the largest quantities traded, and largest for commodities with almost no trade. Imports of bananas increase by 0.89 percent while strawberry exports decrease by 1.94 percent and cabbage exports by 12.94 percent. Even though the percentage change in trade by subgroup is greatest for cabbage in the vegetable category and strawberries in the fruit category, because there is so little traded in these commodities, most of the increase in U.S. market supply is coming from greater production within California and the rest of the U.S.

The percentage change in price is also smallest for the commodities with the largest quantities traded. Bananas have a price increase of zero under both supply response scenarios. Cabbage and strawberries are the commodities with the highest price increases, and the greatest differences in price between the two supply response scenarios (Table 6). For vegetables, the commodities with price increases below five percent are the top ranked commodities for net imports and net exports (Table 4).

5-a-day cancer prevention

With the 5-a-day cancer prevention scenario, because we are holding total consumption to 5 fruits and vegetables a day, consumption of fruit and vegetables in the “other” category needs to decrease in order to achieve the recommendations for the cancer prevention diet while also restricting total fruit and vegetable consumption to the 5-a-day target (Table 7). As expected, market prices fall when quantity demanded decreases, and rise when quantity demanded increases.

The direction of change in final market supply is the same as the direction of change in prices. Market supply increases when prices increase, and decreases when prices decrease (Table 7). With a greater increase in quantity demanded for the fruits and vegetables emphasized in the cancer prevention recommendations, there are greater increases in prices for those items than under the general 5-a-day recommendations. For example, when the supply elasticities are less responsive, the increase in the price of oranges under the 5-a-day scenario is about 0.64 percent. For the cancer prevention scenario, the increase is 2.07 percent. For broccoli, the increase in price under the 5-a-day recommendation is only 6.02 percent, but a much larger 24.69 percent for the cancer prevention recommendation. As was the case with the 5-a-day general recommendation, when the supply elasticities are more responsive, the absolute value of the change in price is lower for all commodities except cantaloupes, honeydew melons, and strawberries.

Trade also has a significant impact on the magnitude of the price changes in the 5-a-day cancer prevention program. The commodities with the highest proportion of market supply traded within the cancer prevention sub-groups have the lowest increase in prices within those groups (Table 7). For example, cauliflower has a higher share of production exported than cabbage (Table 4). When supply elasticities are less responsive, prices increase by 6.81 percent for cauliflower and 10.61 percent for cabbage. A larger share of U.S. market supply is imported for plums and prunes than for peaches and nectarines (Table 5). When supply elasticities are less responsive the decrease in price is 0.25 percent for plums and prunes, and 0.51 percent for peaches and nectarines. While small, the absolute value of the percentage change is price for peaches and nectarines is twice as large as the change for plums and prunes.

7-a-day

The results for the 7-a-day recommendations are qualitatively the same as the results of the 5-a-day recommendation, except that the magnitudes of the changes are greater (Table 8). Instead of the price changes for fruit all being less than one percent, the price changes are now between 2.65 percent for plums and prunes when supply elasticities are less responsive, and 6.22 percent for strawberries when they are more responsive. For vegetables, the change in prices is between 7.86 for artichokes and 12.61 for onions when supply elasticities are more responsive. Potatoes are the exception. Because there is greater consumption of starchy vegetables under the 7-a-day general scenario, the decrease in quantity demanded is less than for the 5-a-day scenario. Consequently, the decrease in potato prices is less.

Again, when supply elasticities are more responsive, the percentage change in price will be lower, and the percentage change in quantity will be higher than when supply elasticities are less responsive, except for cantaloupe, honeydew melons, and strawberries. With the larger shifts in demand, watermelon is no longer an exception. Watermelon is also the fruit with the lowest share

Table 7. Percentage Change in the U.S. market variables for the 5-a-day cancer prevention scenario.
		Price	Quantity	Trade	Price	Quantity	Trade
		Less Responsive			More Responsive
Citrus-Berry-Melon
	Cantaloupe	2.03	2.9	4.05	2.04	2.89	4.09
	Grapefruit	1.63	3.04	-3.27	1.55	3.07	-3.11
	Honeydews	2.14	2.89	4.28	2.16	2.88	4.32
	Oranges	2.07	1.89	4.14	1.96	1.99	3.93
	Strawberries	2.7	2.67	-5.4	2.76	2.65	-5.51
	Tangerines and other citrus	2.4	2.76	-4.8	2.26	2.81	-4.52
	Watermelon	2.37	2.75	4.75	2.33	2.76	4.66
Other Fruit
	Apple	-0.72	-0.83	-1.44	-0.68	-0.85	-1.36
	Apricots	-0.5	-0.64	1	-0.46	-0.66	0.92
	Avocados	-0.42	-0.54	-0.83	-0.4	-0.56	-0.79
	Bananas	-0.32	-0.65	-0.65	-0.33	-0.65	-0.65
	Cherries	-0.44	-0.67	0.87	-0.41	-0.68	0.82
	Grapes	-0.43	-0.47	-0.87	-0.4	-0.5	-0.8
	Peaches & Nectarines	-0.51	-0.61	1.03	-0.47	-0.63	0.95
	Pears	-0.49	-0.63	0.99	-0.46	-0.65	0.93
	Pineapples	-0.41	-0.71	-0.81	-0.41	-0.71	-0.81
	Plums and prunes	-0.25	-0.74	0.49	-0.23	-0.75	0.45
Starchy Vegetables
	Corn, Fresh Market Sweet	9.68	8.94	-19.35	8.87	9.05	-17.75
	Sweet Potatoes	10.58	8.61	-21.15	9.65	8.75	-19.29
Salad
	Lettuce, All	9.83	9	-19.66	9.03	9.07	-18.07
Other Vegetable
	Artichokes	-2.01	-2.64	-4.02	-1.89	-2.73	-3.79
	Asparagus	-2.15	-2.6	-4.3	-2.07	-2.69	-4.14
	Beans, Snap	-2.76	-2.41	-5.52	-2.67	-2.5	-5.33
	Celery	-2.9	-2.92	5.8	-2.57	-2.99	5.13
	Cucumbers	-2.08	-2.49	-4.15	-2	-2.57	-4.01
	Eggplant	-2.27	-2.58	-4.54	-2.18	-2.67	-4.36
	Onions	-3	-2.34	6	-2.53	-2.5	5.06
	Peas	-1.46	-1.14	-2.92	-1.44	-1.3	-2.89
	Peppers, Bell	-2.67	-2.43	-5.34	-2.48	-2.54	-4.96
Tomatoes
	Tomatoes, Fresh Market	1.65	1.74	3.29	1.5	1.67	2.99
	Tomatoes, Processing	1.17	1.12	-2.33	1.1	1.08	-2.21
Dark
	Carrots	21.42	15.28	42.83	19.68	16.05	39.36
	Spinach	22.85	20.78	-45.7	20.91	21.15	-41.82
	Broccoli	24.69	20.48	49.39	22.57	20.87	45.14
Cruciferous
	Cabbage	10.61	7.12	-21.23	9.54	7.28	-19.09
	Cauliflower	6.81	7.67	-13.63	6.36	7.7	-12.71
Potatoes
	Potatoes	-1.89	-6.02	3.77	-1.78	-6.06	3.55

Table 8. Percentage Change in the U.S. market variables for the 7-a-day scenario.
		Price	Quantity	Trade	Price	Quantity	Trade
		Less Responsive			More Responsive
Citrus-Berry-Melon
	Cantaloupe	4.61	6.61	9.23	4.64	6.58	9.27
	Grapefruit	3.79	7.07	-7.58	3.7	7.04	-7.4
	Honeydews	4.87	6.59	9.74	4.89	6.56	9.79
	Oranges	5.46	4.98	10.93	5.27	5.07	10.54
	Strawberries	6.14	6.08	-12.28	6.22	6.03	-12.45
	Tangerines and other citrus	5.38	6.19	-10.76	5.2	6.26	-10.39
	Watermelon	5.4	6.24	10.79	5.27	6.28	10.54
Other Fruit
	Apple	5.69	6.57	11.38	5.47