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Over 60 rosaceous crop breeding programs exist in North America, but no information has been available on which traits are targeted for selection or how breeders make such decisions. We surveyed all active rosaceous fruit breeding programs in the United States and Canada to determine: 1) the relative importance of over 50 plant traits that breeders select for 2) the likelihood of selection for the most important traits; and 3) the factors influencing breeders’ decisions. A double-bounded Tobit model was used to investigate the effect of supply chain parties, technical and socioeconomic challenges, and crop characteristics on the likelihood of selection for trait clusters. We found that consumer-driven forces positively impact the likelihood of selection for traits more than producer forces and a breeder’s own experience. Technical factors are as important as socioeconomic factors but less important than market-related factors. Our findings provide the first ever evidence that a socioeconomic approach in specialty crop breeding programs can contribute to an improved understanding of the effects of different supply chain factors on breeding programs’ trait priority setting.
Marker-assisted selection (MAS) use in breeding programs allows for examination of seedlings at an early stage before accumulation of high field costs. However, introducing MAS into a breeding program implies additional costs and uncertainties about effective incorporation. Previous simulations in apple (Malus ×domestica) have shown cost-effective applications of MAS. To further evaluate MAS cost-effectiveness in perennial crops, we conducted a cost-effectiveness analysis examining MAS in an upper midwestern U.S. peach (Prunus persica) breeding program. Breeding program procedures and associated costs were collected and used as input into spreadsheet-based simulations of the breeding program. Simulations compared a conventional breeding program to MAS with varying cull rates of low, medium, and high at multiple stages in the breeding cycle. Cost-effective MAS implementation was identified at the end of seedling trials with a break-even cull rate of 4%. These results inform breeders of cost-effectiveness of MAS use in a peach breeding program.
We conducted choice experiments with both strawberry producers and consumers. Consumer and producer willingness to pay (WTP) for the fruit attributes were estimated using mixed logit models. Through simulation using the mixed logit model results, we derived the market equilibrium prices, supply and demand curve, as well as quantities demanded and supplied for every fruit attribute. We found the highest equilibrium price was for strawberry internal color followed by flavor. Strawberry breeders can use the information when setting breeding targets, allocating resources appropriately during their breeding process and focusing on the improvement of attributes that produce the highest social surplus and total revenue.
This study adds to the consumer choice literature by linking consumers’ environmental concern (EC) orientations (egoistic, altruistic and biospheric) to willingness to pay (WTP) premiums for proenvironmental attributes. Results from a mixed-ordered probit model showed that individuals were willing to pay a premium for energy-saving production practices ($0.131), non-plastic containers such as compostable ($0.227), plantable ($0.122), and recyclable ($0.155), and locally grown plants ($0.222). Individuals scoring high on the EC scale expressed higher WTP across all attributes—$0.148 for energy-saving practices, $0.288 for locally grown plants, and $0.255, $0.143, and $0.175 for compostable, plantable, and recyclable containers, respectively. Using the results, we discuss the practical implications for nursery and garden stores (i.e., communicating product attributes related information to consumers).
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.
Outdoor water use, especially for lawn and landscaping irrigation, accounts for a substantial proportion of residential water use and often peaks during summer months. Understanding how to reduce outdoor water use can play a critical role in balancing the increasing demand for and subsequent protection of water resources. This study aims to find out if information-based strategies can be effective in reducing homeowners’ water use as well as identifying the key determinants that can enhance water conservation campaigns. Using online survey data from 2077 randomly selected urban homeowners with home lawns in a relatively water-rich state, we found that social norm-based information is generally more effective to promote household water conservation behavior than education information. Moreover, the results showed that the households’ water-saving actions, lawn watering knowledge, awareness for local water scarcity, attitudes toward water conservation, socio-demographics, and landscape characteristics all play a role in determining household water conservation intention.
Savvy marketers rely on the principles of customer segmentation and product targeting to more efficiently allocate scarce resources and effectively reach groups of consumers with similar likes, preferences, or demands. Our objective was to identify and profile consumer segments with regard to their gardening purchases to determine whether there were differences in their ecofriendly attitudes and behaviors such as recycling. Our underlying hypothesis was that different types of gardeners may exhibit more environmentally friendly behavior, predisposing them to be more receptive to product innovations specifically designed to be ecofriendly. Researchers collected plant purchases, recycling attitudes and behaviors, and preferences for ecofriendly containers from 763 consumers in Indiana, Michigan, Minnesota, and Texas. A cluster analysis based on plant purchases yielded three consumer segments: low use, woody plant buyers, and herbaceous plant buyers. There were some differences with regard to recycling behaviors among consumers in the three groups, including recycling aluminum drinking cans, newspapers, magazines, use of energy-saving bulbs, and composting yard waste. Generally, herbaceous plant buyers were most ecofriendly followed by woody plant buyers and low use. Given these differences, there appears to be some merit in the future to segment consumers by plant purchases versus others to target specific types of ecofriendly products to them.
Aquaponics, the combination of hydroponics and aquaculture into one growing system, is a controlled environment production system that potentially has increased environmental and consumer benefits over traditional production methods. There are many different ways to configure aquaponics systems that include different fish species, water circulation, lighting, plant species/density, and more. We tested three cultivars of lettuce, a common aquaponically produced crop, for yield in multiple aquaponic systems and conditions over a 13-month period in Minnesota. Four different aquaponic configurations and four types of fish were tested over the course of the experiment. There was no addition of supplemental nutrients to the systems to evaluate the differences between treatments and set a baseline. There was no difference in yield between lettuce produced aquaponically and those grown in soilless medium. However, there was a difference in yield between lettuce grown with different fish treatments. The tilapia treatment produced higher average yield than yellow perch. There was a difference between cultivars, with higher average yield from loose-leaf bunch cultivars (Salanova, Skyphos) than the bibb type (Rex). Average yield for all but one treatment was above that of reported commercial field production, making lettuce a competitive aquaponic crop in most systems.
Rosaceous crops (e.g., almond, apple, apricot, caneberry, cherry, pear, peach, plum, rose, and strawberry) contribute to human health and well-being and collectively constitute the economic backbone of numerous North American rural communities. We conducted a survey of U.S. and Canadian rosaceous fruit crop breeders to assess priority setting in their programs, sources of information for setting priorities, and challenges in making technical and management decisions. Input from producers and consumers was most important in establishing breeding program targets, although respondents’ direct interaction with consumers was not frequent. Breeding targets and management decisions were mostly associated with the breeder’s type of organization, scope and range of crops, and intended use of the crop (fresh, processed, or both).
Some consumers are becoming more interested in and purchasing products that are locally grown and/or ecologically friendly. Market segmentation and product targeting are efficient methods to allocate a firm’s scarce marketing resources to supply heterogeneous markets. This study’s objective was to identify consumer segments, focusing on their gardening purchases, to determine whether there were differences in consumer preferences for provenance and environmental attributes for transplant purchases. Using a consumer survey of U.S. and Canadian consumers, we found that participants who purchased different plant types had distinct preferences for varying environmental attributes and provenances. We profiled nine consumer segments, identifying their plant purchases and preferences for local and sustainably grown products and plant containers. Results provide plant producers and retailers with market segments that can be identified and targeted and provide a basis for customizable marketing communications to enhance profits.