Convincing growers to fund cooperative marketing activities: Insights from the New York wine grape industry

Abstract

The voting patterns among New York State wine grape growers are described to determine why a referendum to create a marketing order failed to reach a needed 65% threshold of support. Data analysis suggests that a crucial portion of the electorate, non-networked voters, disproportionately opposed the tax. Social marketing techniques might be helpful in future efforts to pass a marketing order referendum. © 1993 John Wiley & Sons, Inc.