U.S. Peach Producer Preference and Willingness to Pay for Fruit Attributes

in HortScience
Authors: Shuoli Zhao 1 , Chengyan Yue 2 , James Luby 3 , Karina Gallardo 4 , Vicki McCracken 5 , James McFerson 6 and Desmond R. Layne 7
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  • 1 Department of Applied Economics, University of Minnesota, Twin Cities, 1994 Buford Avenue, St. Paul, MN 55108
  • 2 Department of Horticultural Science and Department of Applied Economics, University of Minnesota, Twin Cities, 1970 Folwell Avenue, St. Paul, MN 55108
  • 3 Department of Horticultural Science, University of Minnesota, Twin Cities, 1970 Folwell Avenue, St. Paul, MN 55108
  • 4 School of Economic Sciences, Puyallup Research and Extension Center, Center for Precision Agriculture and Automated Systems, Washington State University, 2606 West Pioneer, Puyallup, WA 98371
  • 5 School of Economic Sciences, Washington State University, P.O. Box 646210, Hulbert Hall 101, Pullman, WA 99164
  • 6 Washington Tree Fruit Research Commission, 1719 Springwater Avenue, Wenatchee, WA 98801
  • 7 Department of Horticulture, Washington State University, P.O. Box 646414, Johnson Hall 149, Pullman, WA 99164
DOI:
https://doi.org/10.21273/HORTSCI10966-16
Page Count:
116–121
Volume/Issue:
Volume 52: Issue 1
Article Category:
Research Article
Online Publication Date:
Jan 2017
Restricted access

This study investigates U.S. peach producers’ willingness to pay (WTP) for potential improvement of peach fruit attributes. Data were collected from 124 U.S. peach producers. The choice experiment and socioeconomic data were analyzed using mixed logit (ML) models to estimate the producer WTP and preferences for peach attributes. The results indicate that the WTP for attribute values vary across peach producers from different production regions (California and eastern United States), with different selling targets (fresh and processed) and different orchard sizes (smaller or larger than 15 acres). These results provide useful information for peach breeders in prioritizing traits in their breeding programs.

Contributor Notes

This research was funded by the USDA National Institute of Food and Agriculture Specialty Crop Research Initiative project “RosBREED: Enabling marker-assisted breeding in Rosaceae” (2009-51181-05808).

PhD Student.

Associate Professor and Bachman Endowed Chair in Horticultural Marketing.

Professor.

Associate Professor and Extension Specialist.

Professor and Associate Director of Agricultural Research Center.

Manager.

Professor and Director of Agricultural and Food Systems and Integrated Plant Sciences degree programs.

Corresponding author. E-mail: yuechy@umn.edu.

HortScience

Print ISSN:
0018-5345
Online ISSN:
2327-9834
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Copyright:
© American Society for Horticultural Science 2017
Page Count:
116–121
Article Category:
Research Article
Received:
23 May 2016
Accepted:
02 Aug 2016
Print Publication Date:
01 Jan 2017
Online Publication Date:
Jan 2017
Keywords:
rosaceous fruits; marketing; farm size; production targets; choice experiments
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