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- Author or Editor: Julie Campbell x
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Over the past decade, pecans (Carya illinoinensis) have experienced slow to stagnant growth as other nuts see continual growth. Given demand, producers and retailers are needing to finding new ways to market pecans. Using a conjoint experiment with market segmentation, the market for several value-added pecan products (e.g., cinnamon sugar, chocolate-covered, salted and roasted, pralines, and plain roasted) were assessed. Three to four segments within the market were found depending on product size. For a 1.5-oz product, there are three segments (Budget Traditional, Sugar Origin, and Sugar High) that value product attributes differently. The Budget Traditional values plain roasted pecans and has the largest negative reaction to higher prices. The Sugar Origin segment values pralines and chocolate-covered pecans while also valuing Oklahoma- and Texas-produced pecans. The Sugar High segment has a positive preference for chocolate-covered, and pralines and a disdain for cinnamon sugar, salted and roasted, and plain roasted. Examining the 8-oz package size, there are four market segments. The Budget Traditional and Sugar High are similar to the 1.5-oz package size; however, the 8-oz market also has a Price Sensitive segment that highly values low prices as well as a Cinnamon Hater segment that does not like cinnamon sugar pecans. Demographics and past purchasing are key factors for explaining how a consumer is likely to be grouped into segments. Age (i.e., generation) and whether a consumer had purchased nuts within the past year were important indicators across package size.
Boxwood blight is a significant threat to nurseries, garden centers, landscaping businesses, and homeowners, causing both financial and ecological damage. This fungal disease is primarily caused by two species, with Calonectria pseudonaviculata being the only reported casual species in the United States. The pathogen is spread by wind-driven rain, water splash, and contaminated plants, emphasizing the need for exclusion, sanitation protocols, cultural practices, and fungicides to manage its spread. Recently, efforts have shifted from containment to disease management, focusing on fungicide efficacy, diagnostic assays, and boxwood production analysis. Agricultural extension programs promote best practices to prevent disease introduction into nursery and landscape environments. Understanding consumer awareness and perceived risk regarding infestations is crucial as control measures evolve. In our Jul 2020 survey, which had 2795 completed responses from across the United States, we assessed consumer knowledge and opinions regarding boxwood shrubs and Boxwood light. The findings revealed demographic variations in awareness and opinions. Suburban residents were more aware of boxwood blight, whereas urban residents had a higher opinion of boxwood shrubs. From the tobit model, men were more likely to purchase boxwood compared with women despite knowing about blight, and Caucasians compared with non-Caucasians exhibited decreased liking for boxwood after seeing pictures of blight-infected plants. These insights can inform targeted communication strategies and assist consumers, vendors, and related industries in addressing the challenges posed by Boxwood blight. Further research into alternative plant preferences among consumers is also warranted for better development of boxwood blight management strategies.
Using conjoint analysis and market simulations, the impact of the introduction of certified genetically modified organism (GMO)-free; GMO-free, not certified; and nonlabeled turfgrass was examined for Connecticut consumers. We categorized consumers into five distinct segments according to their preferences. The largest segment consisted of 38% of respondents (multifaceted), whereas the smallest consisted of 8% of respondents (extremely price sensitive). For most consumers GMO labeling was not a major driver for purchasing decisions, accounting for only 11% of purchasing decisions. However, holding all factors constant except GMO labeling and price, 66% of the market preferred a noncertified GMO-free label, with a significant number of consumers willing to pay for the certified GMO-free label. Based on market simulations, the noncertified GMO-free-labeled seed would maximize revenue at a 60% premium whereas the certified GMO-free label maximizes revenue when there is no premium.
A mail survey was distributed to school turfgrass managers throughout Connecticut focusing on the differences between turfgrass management practices for kindergarten through eighth-grade (K-8) school grounds before, during, and after a 2010 ban on pesticide use at these facilities. The results indicate that as turf care protocol transitioned from an integrated pest management (IPM) program to new pesticide-free regulatory requirements, school grounds/athletic field managers did not significantly adjust their management programs. The percentage of managers applying pesticides on K-8 grounds decreased, as expected, with the implementation of the new pesticide ban; however, pesticide applications on high school grounds/athletic fields also decreased. Furthermore, it was observed that there had been minimal adoption of minimum risk 25(b) products, the suggested alternative to traditional synthetic pesticides. With respect to other cultural practices, we found that few changes have been made to other cultural practices that would improve turf quality. Budgetary issues facing school grounds/athletic field managers may have limited their ability to implement potentially costly management practices necessary to offset the loss of pesticides. Educational efforts to promote new management practices have the potential to inform school grounds/athletic field managers about new methods, thereby, potentially increasing adoption.
In 2020, the COVID-19 pandemic changed the way many businesses conducted business. Notably, regulations imposed by states impacted how green-industry firms sold their plants and landscape products. However, not all states implemented the same stringency of regulations. Using an online consumer survey implemented in Jan 2021, we examine the impact of varying regulation stringencies across five treatment groups (Michigan, and New York, and low, medium, and high stringency). We estimate the difference between 2020 and 2019 self-reported expenditures, in conjunction with propensity score matching to compare each treatment with the other treatments. Results indicate that, for the most part, states with greater stringency associated with their COVID regulations did not impact plant and landscape expenditures negatively between 2019 and 2020. However, Michigan consumers did spend significantly less than medium- and high-stringency states for landscape products. Michigan was one of only two states that put qualifications on green-industry firms, and it was the only state to list green-industry firms as nonessential. Also, New York consumers spent more than low-stringency states, and low-stringency states spent less than high-stringency states for plants. Furthermore, there were no differences in online expenditures between state treatment groups. From a policy perspective, regulation type (i.e., shutting down green-industry sectors as Michigan did) had varying impacts across product categories within the green industry.