Search Results

You are looking at 1 - 2 of 2 items for :

  • Author or Editor: Seth D. Wannemuehler x
  • HortScience x
Clear All Modify Search

In the current global market, the development of novel products is important for staying competitive. The development of horticultural products often manifests as new cultivars. Gauging consumer interest is an important step in cultivar development because it is a resource-intensive process. The present study used an experimental auction to measure consumers’ willingness to pay (WTP) for novel fruit referred to as kiwiberry (Actinidia arguta and Actinidia kolomikta) and explore consumer segmentation for their preferences. The mean WTP for 6-ounce packages of kiwiberries ranged from $1.63 to $2.19, depending on species and cultivar. Four groups of consumers were identified in relation to their WTP for kiwiberries. Using survey data, socio-demographic variables such as age, education, and neophobic attitudes were significantly different between the mixed kiwiberry price premium and kiwiberry discounting groups. These findings suggest that consumers with variety-seeking tendencies have a WTP for kiwiberries that is comparable to that for other berries. Marketing strategies for these groups are proposed.

Open Access

Incorporating DNA-informed breeding techniques can improve selection efficiency for desired traits as compared with conventional breeding methods that do not use DNA-informed techniques. Incorporation of DNA technologies requires additional costs associated with reagents, equipment, and labor. To elucidate the cost-effectiveness of DNA-informed breeding in perennial crops with multiple years per generation, we conducted a cost–benefit analysis examining incorporation of marker-assisted selection (MAS), a type of DNA-informed breeding, applied to an apple breeding program. Annual operational costs for a midwest apple breeding program were used to develop a simulation with inputs including itemized costs and per unit costs for procedures at each breeding program stage. Simulations compared costs of MAS breeding techniques to conventional breeding methods to identify the break-even point (BEP) where cost-savings associated with MAS equals the accrued additional costs. Additional sensitivity analyses were conducted to examine changes in laboratory costs, seedling maintenance costs, and seedling evaluation costs. We found the BEP for this program occurs when MAS results in a removal rate of 13.18%, and changes to other costs (i.e., maintenance costs) result in a smaller percent decrease to the overall program budget. Our findings are useful to perennial crop breeding programs in which managers are considering incorporating DNA-informed breeding techniques.

Free access