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J.E. Epperson, M.C. Chien and W.O. Mizelle Jr.

An analysis was conducted using time-series data to identify possible structural change in the farm-gate demand for South Atlantic fresh peaches [Prunus persica (L.) Batsch.]. Structural change was not found in the price-quantity relationship. However, a failing per capita consumption of South Atlantic fresh peaches was found to be associated with an increase in the per capita consumption of fresh fruits in general. Thus, measures such as promotion and advertising, uniform quality control, and cultivar development may increase the demand for South Atlantic fresh peaches.