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Shawn A. Mehlenbacher, David C. Smith, and Rebecca L. McCluskey

kernels that are bright white. Blanching ratings have averaged two to three, which is better than ‘Barcelona’ and ‘Lewis’ and similar to ‘Clark’. Kernel texture, flavor, and appearance are worthy of a premium price. ‘Sacajawea’ produces fewer nut and

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Orlando F. Rodriguez Izaba, Wenjing Guan, and Ariana P. Torres

price during the season. Farmers are likely to receive premium prices in the early-season market and gain advantage of attracting consumers to the farm stand by being the first seller of cucumbers in the market during early seasons. Future research from

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Chengyan Yue, Terry Hurley, and Neil O. Anderson

consumer willingness to pay (WTP) for ornamental plants with native and invasive labeling. The results show that, on average, consumers were willing to pay a price premium for plants that were labeled as non-invasive and native and they discounted plants

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Olha Sydorovych, Cary L. Rivard, Suzanne O’Connell, Chris D. Harlow, Mary M. Peet, and Frank J. Louws

as high as $7/lb ( Jordan, 2007 ), and organic produce can garner additional price premiums ( Stevens-Garmon et al., 2007 ). However, production of these varieties is difficult. In the southeastern United States, heirloom tomato production is

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Bridget K. Behe, Benjamin L. Campbell, Charles R. Hall, Hayk Khachatryan, Jennifer H. Dennis, and Chengyan Yue

consumers willing to pay price premiums for green products ( Engel and Potschke, 1998 ; Laroche et al., 2001 ; Straughan and Roberts, 1999 ; Yue et al., 2010 ). As consumers begin to request, and in some instances require, more eco-friendly products

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Chengyan Yue and Cindy Tong

these new apple varieties by charging relatively higher prices. One of the pricing strategies for a new product is skimming pricing, which means that the new product is charged a high and premium price. If a product is highly desirable and liked by

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Chengyan Yue, Helen H. Jensen, Daren S. Mueller, Gail R. Nonnecke, Douglas Bonnet, and Mark L. Gleason

organic production, to gain a price premium for their fruit. Organic apples have become popular in farmers' markets as well as in grocery stores ( Kremen et al., 2004 ). Compared with conventionally grown fruit, the price of fresh organic apples may range

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Qingbin Wang, Junjie Sun, and Robert Parsons

conventional apple growers in Vermont. They should highlight their apples as Vermont-grown and can sell at higher prices because many consumers are likely willing to pay a premium price for Vermont apples produced organically or conventionally as compared with

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James R. Ballington, Barclay Poling, and Kerry Olive

shown). From a market price standpoint, it would be desirable to modify our production program so that higher production volumes would occur in later summer and early fall when growers could possibly obtain a greater price premium for berries produced in

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Bradley J. Rickard, David R. Rudell, and Christopher B. Watkins

Fig. 1 ), we could extend our analysis to assess the ex ante economic implications of adopting biomarker technologies more generally. The net benefits of adopting the technology would increase for cultivars that have larger price premiums for higher