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Julie H. Campbell and Benjamin L. Campbell

various age groups (e.g., Baby Boomers and Millennials) can have different preferences when purchasing plants ( Behe et al., 2016 ). For this study, we used three age cohorts, Baby Boomers or older (born 1964 or earlier), Generation X (born between 1965

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Sheri T. Dorn, Milton G. Newberry III, Ellen M. Bauske and Svoboda V. Pennisi

1925 and 1942), Baby Boomers (born between 1943 and 1960), Generation X (born between 1961 and 1981), and Generation Y (born between 1982 and 2000) ( Parry and Urwin, 2011 ; Rotolo and Wilson, 2004 ; Strauss and Howe, 1991 ; Zemke et al., 2000 ). It

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Bridget K. Behe, Patricia Huddleston and Lynnell Sage

demographics ( Drucker, 2002 ), a more precise understanding of consumer perceptions of products is helpful to all marketers. Baby Boomers (most typically described as born between 1950 and 1965) have long been a core customer group for live plants ( Dennis and

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I.L. Goldman

Plants are the foundation for a significant part of human medicine and for many of the most widely used drugs designed to prevent, treat, and cure disease. Folkloric information concerning traditional remedies for disease has had inestimable value in establishing familial and cultural linkages. During the 20th century, modern medical science in the U.S. and other developed countries ushered in a new era focused on synthetic medicines. Even though many of these compounds were based on natural compounds found in plants, the drive towards synthetic pharmaceuticals created a knowledge gap concerning the health functionality of plants, crops, and food. Paralleling this development, biochemists and nutritional scientists pioneered the discovery of vitamins during the early decades of the 20th century. This research paved the way for dietary guidelines based on empirical data collected from animal feeding trials and set the stage for the current emphasis on phytonutrients. Three primary stages characterize the use of fruits and vegetable in human health. The first stage concerns the observation that many fruit and vegetable crops were originally domesticated for their medicinal properties. Making their way into the diet for this purpose, fruit and vegetable crops remained on the fringe from a culinary point of view. The second stage began when the role of vitamins became more widely understood, and fruit and vegetable plants were quickly recognized as a rich source of certain vitamins, minerals, and fiber. At this point, they became more than just an afterthought in the diet of most U.S. citizens. Cartoon icons such as Popeye made the case for the health functionality of leafy greens, while parents schooled their children on the virtues of carrots (Daucus carota), broccoli (Brassica oleracea), and green beans (Phaseolus vulgaris). This renaissance resulted in large increases in fresh fruit and vegetable consumption across the country, a trend that continues to this day. The third phase can be characterized by the recognition that fruit and vegetable crops contain compounds that have the potential to influence health beyond nutritional value. These so-called functional foods figure prominently in the dietary recommendations developed during the last decades of the 20th century. In recent years, surveys suggest nearly two-thirds of grocery shoppers purchase food specifically to reduce the risk of, or manage a specific health condition. Evidence abounds that consumers, including Baby Boomers, choose foods for specific health benefits, such as the antioxidant potential of vegetables, suggesting high levels of nutritional literacy. Clinical and in vitro data have, to some degree, supported the claims that certain foods have the potential to deter disease, however much research remains to be conducted in order to definitively answer specific dietary-based questions about food and health.

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Gianna Short, Chengyan Yue, Neil Anderson, Carol Russell and Nicholas Phelps

generation (“Baby Boomers” includes ages 55+ years, “Generation X” includes ages 35–54 years, and “Millennials” includes ages 18–34 years), gender, household income, region of residence across the state of Minnesota (Twin Cities Metro, Southeast, Southwest

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Aime J. Sommerfeld, Tina M. Waliczek and Jayne M. Zajicek

Older adults represent a growing part of the population of the United States, partially as a result of the baby boomer generation transitioning into the next stage of life ( Miller and Washington, 2007 ). As stated in A Profile of Older Americans

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Charles R. Hall

perhaps social attitudes toward near-term satisfaction versus long-term risk were changing. However, it certainly was not demographic change. The Baby Boomers were advancing into their high-earning years, which are typically high savings years, so the

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Master Gardener (EMG) volunteers remain a valid means for extension outreach; however, as we move farther into the 21st century, program coordinators need to find ways to attract new volunteers. Traditionalists and Baby Boomers have kept the program torch

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Jennifer H. Dennis and Bridget K. Behe

, with some exceptions, across all income levels. For an aging American population, this finding may be encouraging for some and disconcerting for others. The first Baby Boomer reached age 60 in 2006, an age at which some may contemplate retirement. These

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Sheri Dorn, Milton G. Newberry III, Ellen M. Bauske and Svoboda V. Pennisi

generations, including traditionalist (born between 1925 and 1942), baby boomer (born between 1943 and 1960), Gen X (born between 1961 and 1981), and Gen Y (born between 1982 and 2000). These cohorts (or generations) have common exposure to social and