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An interdisciplinary systems approach was used to explore the potential of fall, fresh-market broccoli as a new enterprise for eastern Virginia. Thirteen cultivars were evaluated in three plantings. Crop value was estimated at each harvest based on weekly market prices. The market window was open from mid-October until late November, with production of 160 cartons/ha, each at 11 kg. However, production of 120 cartons/ha narrowed the window to 2 weeks. Yield of some cultivars exceeded 160 cartons/ha in the first planting; yield of others was below the target production in the second planting. Low yield and low prices during most of the harvest period for the second planting suggests that the optimum harvest season ends in mid- to late November. Problems with poor plant establishment must be addressed before growers can fully capitalize on potential of broccoli as a new enterprise.
A systems approach that included production and economic aspects was used to assess broccoli potential as an alternate enterprise for eastern Virginia. Broccoli yield and head quality were improved with 96,400 plants/ha compared to 64,500 plants/ ha. While target populations for the early harvest were achieved with either transplants or direct seeding, plant establishment was significantly reduced for direct-seeding in the main-season harvest (85% vs. 95% for transplants). Increased cost of production with transplants resulted in reduced enterprise profit (before taxes) in the early harvest, while improved plant establishment and increased yield with transplants resulted in increased enterprise profit in the main-season harvest. The systems approach assessed market price risk through estimated revenue and yield risk, providing the information needed by growers for risk management decisions associated with broccoli as an alternate enterprise.
An interdisciplinary approach had been developed to examine the production, economic, and marketing feasibility of new crops. The methodology requires the determination of yield potential and product quality, construction of production budgets, and completion of marketing window analyses. Potential for integration of new crops into the existing farm enterprise is assessed using linear programing techniques that consider labor and equipment constraints, crop rotations and best management practices. Risk analyses consider yield, production costs, and price of both new and traditional crops. By using this method, broccoli has been identified as a potential new crop for eastern Virginia, with labor requirements and slush ice availability being the major constraints to integration into vegetable production in this area.
Abstract
Crop diversification is of interest to many vegetable growers. However, inadequate marketing knowledge and insufficient cultural and economic information greatly increases the risks associated with diversifying into new, nontraditional, specialty crops. A state or regional effort integrating marketing concerns, production requirements, and economic considerations would assist growers in determining viable options for diversification, while minimizing these risks. This multidisciplined cooperation would provide reliable recommendations and guidelines to growers concerning potential new crops. Such an approach would not necessarily develop specific markets for individual growers, but rather it would define marketing opportunities on a state or regional basis. Individuals could then use the methodology to ascertain specific marketing niches and tailor at least a portion of their production accordingly.