The Demand for Eastern Oysters, Crassostrea virginica, from the Gulf of Mexico in the Presence of Vibrio vulnificus

California, in response to health concerns, initiated a program on 1 March 1991 which required anyone selling eastern oysters, Crassostrea virginica, from the Gulf of Mexico area to notify potential consumers that there was a risk in consuming them raw. This mandatory warning, followed shortly thereafter by a similar warning in other states, including Louisiana and Florida, received extensive press cover-age throughout the country and particularly in the Gulf area. This paper examines the extent to which the demand for Gulf-area oysters has been reduced as a result of mandatory warning labels and negative publicity. In general, the results suggest that since 1991 the “summer” dockside price has been reduced by about 50% as a result of warning labels and associated negative publicity, while the “winter” dockside price has been reduced by about 30%.