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Critical Thinking
Read the Management Focus on, “NAFTA’s Tomato Wars,” available in your e-book (page no.
620), and answer the following questions:
Assignment Question(s):
1. Do you think that Mexican producers were dumping tomatoes in the United States? Discuss.
2. Was the Commerce Department right to establish a new minimum floor price rather than scrap the
agreement and file an antidumping suit? Who would have benefited from an antidumping suit
against Mexican tomato producers? Who would have suffered?
3. What do you think is the optimal government policy response here? Explain your answer.
The NAFTA Tomato Wars
When the North America Free Trade Agreement
(NAFTA) went into effect in December 1992 and tar-
iffs on imported tomatoes were dropped, U.S. tomato
producers in Florida feared that they would lose busi-
ness to lower-cost producers in Mexico. So they lobbied
the government to set a minimum floor price for toma-
toes imported from Mexico. The idea was to stop Mexican
producers from cutting prices below the floor to gain
share in the U.S. market. In 1996, the United States
and Mexico agreed on a basic floor price of 21.69 cents
a pound
At the time, both sides declared themselves to be
happy with the deal. As it turns out, the deal didn’t offer
much protection for U.S. tomato growers. In 1992, the
year before NAFTA was passed, Mexican producers ex-
ported 800 million pounds of tomatoes to the United
States. By 2011, they were exporting 2.8 billion pounds
of tomatoes, an increase of 3.5-fold. The value of Mexican
tomato exports almost tripled over the same period, to
$2 billion. In contrast, tomato production in Florida has
fallen by 41 percent since NAFTA went into effect. Flor-
ida growers complained that they could not compete
against low wages and lax environmental oversight in
Mexico. They also alleged that Mexican growers were
dumping tomatoes in the U.S. market at below the cost
of production, with the goal of driving U.S. producers
out of business.
In 2012, Florida growers petitioned the U.S. Depart-
ment of Commerce to scrap the 1996 minimum price
agreement, which would then free them up to file an anti-
dumping case against Mexican producers. In September
2012, the Commerce Department announced a prelimi-
nary decision to scrap the agreement. At first glance, it
looked as if the Florida growers were going to get their
way. It soon became apparent, however, that the situation
was more complex than appeared at first glance. More
than 370 business and trade groups in the United States-
from small family-run importers to meat and vegetable
producers and Wal-Mart Stores-wrote or signed letters to
the Commerce Department in favor of continuing the
1996 agreement.
Among the letter writers was Kevin Ahern, the CEO
of Ahern Agribusiness in San Diego. His company sells
about $20 million a year in tomato seeds and trans-
plants to Mexican farmers. In a letter sent to The New
York Times, Ahern noted that “yes, Mexico produces
their tomatoes on average at a lower cost than Florida;
that’s what we call competitive advantage.” Without the
agreement Ahern claimed that his business would suf-
fer. Another U.S. company, NatureSweet Ltd., grows
cherry and grape tomatoes under 1.200 acres of green-
houses in Mexico for the American market. It employs
5,000 people, although all but 100 work in Mexico. The
CEO, Bryant Ambelang, said that his company couldn’t
survive without NAFTA. In his view, Mexican-grown
tomatoes were more competitive because of lower labor
costs, good weather, and more than a decade of invest-
ment in greenhouse technology. In a similar vein, Scott
DeFife, a representative of the U.S. National Restau-
rant Association, stated, “people want tomato-based
dishes all the time. … You plan over the course of the
year where you are going to get your supply in the win-
ter, spring, fall.” Without tomatoes from Mexico, a win-
ter freeze in Florida, for example, would send prices
shooting up, he said.
Faced with a potential backlash from U.S. importers,
and from U.S. producers with interests in Mexico, the
Commerce Department pulled back from its initial con-
clusion that the agreement should be scrapped. Instead,
in early 2013, it reached an agreement with Mexican grow-
ers to raise the minimum floor price from 21.69 cents a
pound to 31 cents a pound. The new agreement also es-
tablished even higher prices for specialty tomatoes and
tomatoes grown in controlled environments. This was
clearly aimed at Mexican growers, who have invested bil-
lions to grow tomatoes in greenhouses. Florida tomatoes
are largely picked green and treated with gas to change
their color.

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