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R. Karina Gallardo, Parichat Klingthong, Qi Zhang, James Polashock, Amaya Atucha, Juan Zalapa, Cesar Rodriguez-Saona, Nicholi Vorsa and Massimo Iorizzo

Informed assessment of priority genetic traits in plant breeding programs is important to improve the efficiency of developing cultivars suited to current climate and industry needs. The efficiency of genetic improvement is critical for perennial crops such as cranberries, as they usually involve more resources, time, and funding compared with other crops. This study investigated the relative importance of cranberry producers’ preferences for breeding traits related to fruit quality, productivity, plant physiology, and resistance to biotic and abiotic stresses. Industry responses revealed that fruit characteristics affecting fruit quality, including firmness, fruit size and anthocyanin content, and resistance to fruit rot, were the most desired traits in new cranberry cultivar release. These traits have the potential to increase the quality standards needed to process high-value sweetened dried cranberry products, positively affecting price premiums received by producers, which is critical for the economic viability of the cranberry industry. Our findings will be useful to breeders and allied scientists seeking to develop an advanced DNA-based selection strategy that would impact the global cranberry industry.