This study uses the 2004 ACNielsen Homescan panel data to estimate the price premiums and discounts associated with fresh tomatoes among regional markets, focusing on the organic attribute. The results suggest that consumers paid $0.25/lb more for organic fresh tomatoes in the New York-Philadelphia market. The organic premiums are estimated to be $0.14/lb in the Chicago-Baltimore/Washington and Los Angeles-San Francisco markets and $0.29/lb in the Atlanta-San Antonio market. Furthermore, tomato prices consumers paid in 2004 varied by household characteristics, including income, age, and the race and ethnicity of the head of the household.
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