Impacts of foreign direct investment and advertising on the export demand for US frozen potatoes

Import demand for US frozen potatoes is estimated for Japan, Mexico, Philippines, and Thailand. Each country represents a different tier of import volume and market development (Japan—largest, most developed; Thailand—smallest, least developed). Import demand in Japan is primarily influenced by own-price and income. In the three smaller and newer markets, however, potato industry advertising and foreign investments by the US food service industry are found to be significant factors influencing import demand. Results suggest substantial growth potential exists in the export market for US frozen potatoes.