S222: Fruit and Vegetable Supply-Chain Management, Innovations, and Competitiveness

(Multistate Research Project)

Status: Inactive/Terminating

Project Menu

SAES-422 Reports

Annual/Termination Reports:

[02/28/2002] [03/04/2002] [04/30/2003] [03/07/2005]

Date of Annual Report: 02/28/2002

Report Information

Annual Meeting Dates: 10/15/2000 - 10/15/2000
Period the Report Covers: 01/01/2000 - 12/01/2000

Participants

Adrian, John* - Alabama;
Cook, Roberta* - California;
Carmen, Hoy - California;
Toensmeyer, Carl* - Delaware;
Calvin, Linda - ERS;
Fairchild, Gary - Florida;
Taylor, Tim - Florida;
Van Sickle, John* - Florida;
Zimet, David - Florida;
Wycocki, Al - Florida;
Epperson, James* - Georgia;
Guenthner, Joe* - Idaho;
Woods, Tim* - Kentucky;
Hinson, Roger* - Louisiana;
Criner, George - Maine;
Cheng, Hsaing-tai* - Maine;
Ricks, Donald* - Michigan;
Bateman, Lanny* - Mississippi;
Uva, Wen-Fei* - New York;
Govindasamy, Ramu* - New Jersey;
Brumfield, Robin - New Jersey;
Estes, Edmond* - North Carolina;
Schatzer, Joe* - Oklahoma;
Brooker, John* - Tennessee;
Morse, Steve* - Texas;
Schotzko, Tom* - Washington

* Voting Member

Brief Summary of Minutes

Individuals provided state reports, updating participants on research developments and emerging issues and project possibilities. Discussion continued with the recent International Horticulture Conference that involved several participants‘ projects. The Free Session sponsored by the S-222 group at the American Association of Agricultural Economics meeting was also discussed, including opportunities to pursue a similar program in the future. An large IFAFS grant was awarded to Tennessee, with participation from researchers in North Carolina, Georgia, and Kentucky to examine structural changes in the produce industry. Survey methods were discussed along with ways to broadly communicate the results.

Accomplishments

Objective 1. To assess the evolution of Supply-Chain Management in the fruit and vegetable sector, identifying strategic organizational and marketing implications for firms and specific commodity subsectors. Supply Chain Management A study led by Cook (CA) and Calvin (ERS) describing the market structure and evolving marketing practices of the US fresh fruit and vegetable sector was conducted. Key commodities were selected to capture the diversity of the fresh produce sector. These included California/Arizona lettuce and bagged salads, California table grapes and oranges, Florida and California tomatoes, and Florida grapefruit. This study includes analysis of the state of development of supply chain management approaches, including contracts, the evolution of trade practices in general, including new fees and services requested by retailers, changes in marketing channels and buyer concentration, and the implications for firms. Personal interviews with firms (under 10 per commodity) were conducted to capture primary data. A total of 57 shippers were interviewed for the study, 30 California firms by this researcher. The research was carried out in 2000 with a forthcoming publication in January 2001. Supply chain management issues in tart cherries (MI) were examined through new marketing order coordination mechanisms, as well as looking at fruit industries more generally. Marketing alternatives for fruit and vegetable producers were explored (AL) exploring opportunities to close the producer-consumer gap. Strategic alliances and joint ventures continue to be an important aspect of supply chain management, even with international trade (CA). Distribution costs were examined in LA. Marketing strategies for small-scale producers was the focus of a TN study. Retailing issues studies included scanner data issues and promotion of local products. An analysis was made and a paper written on supply chain management in fruit industries. This paper was presented at an international conference of horticultural economists on supply chain management for horticultural industries in various parts of the world. The analysis for the paper included integration of supply chain management of the vertical marketing chain, customer market research and quality improvement strategies. This was illustrated with case examples from research with the apple industry. This work was published in a journal of the International Society for Horticultural Science. Potential Impacts Large buyers of all types represent a considerable share of total shipper sales, implying that shippers may have less power in negotiating with buyers over prices and requests for fees and services. For commodity shippers in 1999, their 4 largest customers comprised from 22 to 45 percent of sales to all types of buyers. For their part, retail buyers reported more concentrated purchases with their top 4 suppliers providing from 85 to 97 percent of total purchases depending on the product. As retailers source from fewer suppliers, shippers will likely become more account-oriented in their marketing strategies, providing products and services tailored to the needs of specific large accounts. These trends may be consistent with greater payment of fees; as the value of the business generated by individual accounts grows, suppliers may feel increased incentives to comply with fees and services to gain or keep the business. Both shippers and retailers agree that the incidence and costs of fees and services are increasing. Shippers are particularly alarmed at the rapid escalation in requests for new types of fees and services in the last 5 years. The most controversial fees are slotting fees. We found that shippers paid slotting fees only in the fresh-cut produce side of the produce industry, rather than the commodity side. No commodity firms interviewed paid slotting fees, although several had received requests and a few lost accounts for not complying. Commodity shippers fear that slotting fees will become standard practice in their industries now that they have been introduced into one section of the produce department. Some bagged salad firms have shifted to selling private-label product rather than their own brands because slotting fees are not used in that segment of the industry. Current concern focuses on the potential for slotting fees to enter the commodity side of the fresh produce industry. However, all types of fees can affect a firm‘s bottom line. Commodity firms did pay fees, and they are increasing. In 1999, fees of all types averaged about 1-2 percent of sales for commodity shippers, but ranged from 1 to 8 percent for bagged salad shippers. Given low margins in the fresh produce shipping industry, these fees may be sufficient to determine whether a firm earns a profit or loses money over the course of a season. Hence, this research demonstrates that a focus on slotting fees is far too narrow when examining the incidence of fees on shippers. This information will be used in the current national policy debate on the impacts of retail consolidation on California fresh produce shippers. The FTC, Department of Justice, USDA, Congress and industry trade associations are considering the study results. Objective 2. To analyze the relative competitiveness of fruit and vegetable subsectors, either regionally, nationally, and/or globally, using new and established analytical paradigms which incorporate theories from business schools and other fields. Competitiveness Committee members from CA used industrial organization theory to analyze changing relative competitive positions within the N. American fresh produce industry. Porter‘s theories of clusters and the new economics of competition were a central part of the approach. The use by firms of strategic alliances and joint ventures as a strategy for improving competitiveness was examined. Both interviews with firms and an extensive literature review were conducted. Research examining methods for enhancing farm-level competitiveness in sweet corn (NY) and blueberries (ME) and organic produce in general (NJ) was completed. International trade and competitiveness was examined for onions, walnuts, and pecans (GA), and post-NAFTA trade policies for produce (CA). The economics of generic advertizing for apples (WA) and trade in the apple juice concentrate (WA) continued as important topics with implications for the competitiveness of Washington apples. The competitiveness, industry performance and growth potentials for the U.S. tart cherry industry were studied (MI). A number of strategic directions for improved competitiveness and industry performance in the future were developed in close partnership with the industry. This was done with the use of strategic planning and supply chain management concepts developed by business schools primarily for application with individual firms--which were in this case adapted for use with the vertical marketing-supply chain of the cherry industry as the whole. A report outlining a set of strategies to improve the industry‘s competitiveness was written in partnership with industry leaders, and was presented to the national industry in a major conference on this topic. Potential Impacts The structure of the agrifood sector is evolving dramatically in response to internal and external pressures. The nature of relationships among agrifood organizations at all levels of the food system, from plant and animal genetics through to retail and food-service organizations is changing. Firms are attempting to reduce transaction costs, food safety and other risks, relying less on the spot market, and developing closer ties with suppliers and other partners. Strategic alliances and joint ventures play an increasingly important role in inter-organizational relationships, allowing firms to capture benefits from new markets more quickly and at lower risk than through horizontal or vertical integration strategies. The rapid rate of change in competitive markets means that companies may not have the time to develop necessary resources and capabilities internally. This is clearly the case among NAFTA participants, as a plethora of alliances were identified in the North American agrifood sector. Incentives to ally will remain and foreign direct investment (FDI) among the NAFTA partners in each other‘s agri-food systems will continue to grow, along with sales of affiliates in their neighbor‘s markets. Firms‘ risk preferences and perceptions, strategic goals and resources will influence their choices of interaction, from spot market transactions to strategic alliances, joint ventures and, integration via mergers and acquisitions. This will in turn shape the future mix of FDI, sales via affiliates, and trade among the NAFTA partners. This research is being utilized by California agribusiness firms in developing their strategic positioning approaches within North America and beyond. Numerous presentations to industry groups to diffuse the results of these studies were made, including to the 2000 conventions of the Produce Marketing Association and United Fresh Fruit and Vegetable Association. Marketing strategies, outlook reports, and new approaches for disseminating production data for sweet corn producers in NY, blueberry producers in ME, sweet potato farmers in LA, and vegetable growers in NJ provide continuing help for these regional producer groups. The research on advertizing and international trade issues for the apple industry was well received by grower groups and was published in trade publications. Planned Work The annual meeting of the S-222 group was held in Roanoke, VA, October 15, 2000. The members continue to maintain a close relationship with the Food Distribution Research Society. There also continues an opportunity to continue developing a synergy between the efforts of the S-222 committee and WRCC-72 (Agribusiness and Competitiveness) and NE-165 (Food Marketing). Many members serve on both committees. There are new opportunities to work with ERS programs on marketing orders and government purchases; agency visitors participated in the S-222 meeting. The S-222 Committee conducted a Free Session at the American Agricultural Economics Association during the annual meetings. Ed Estes (NC) and Jim Epperson organized the session while Gary Fairchild (FL) served as the moderator. Tim Woods (KY) provided an overview of the S-222 activities, project objectives, invited participation by new members. Roberta Cook (CA) discussed major trends in fruits and vegetables for both domestic and international markets. John Brooker (TN) discussed local branding, specifically offering highlights of research evaluating the TN Logo. Don Ricks (MI) and Woods presented a number of current supply chain management issues, emphasizing recent research in the cherry industry. Al Wysocki (FL) provided some summary comments and discussed some of his work on supply chain management. Several cooperators are continuing work on an IFAFS project on industry structure and supply chain issues in the produce industry in the South. Several cooperators have also been pursuing funding for an e-commerce project relating to marketing between supply chain participants.

Publications

Boudreaux, J. and R. Hinson. 2000. "Commercial Vegetables", in 2000 Outlook - Louisiana Agriculture, LSU Agricultural Center, Baton Rouge, pp 36-37 Burnham, Philip and John Adrian. 2000. Narrowing the Gaps Between Production, Marketing, and Profit: A Look at Marketing Techniques of Alabama Fruit and Vegetable Producers. 2000 Fruit and Vegetable Research Report, Dept. of Horticulture, Res. Rep. Series No. 18; Ala. Agr. Exp. Stat., Nov. Cannon, M. and R. Hinson. 2000. "Sweet Potatoes", in 2000 Outlook - Louisiana Agriculture, LSU Agricultural Center, Baton Rouge, pp 33-35. Govindasamy, R., J. Italia, M. DeCongelio, K. Anderson and B. Barbour. 2000. "Empirically Evaluating Grower Characteristics and Satisfaction With Organic Production," New Jersey Agricultural Experiment Station, P-02139-1-00, 42 pp. Hinson, R. and J. Boudreaux. 2000 Projected Costs for Selected Louisiana Vegetable Crops - 2000 Season. AEA No. 185, Department of Agricultural Economics and Agribusiness, LAES, LSU Agricultural Center, La. State Univ., Baton Rouge, 88 pp. Kuches, Kristy L., Ulrich C. Toensmeyer, Carl L. German, 2000, "Consumers‘ Behavior Regarding Purchasing Decisions in the Fresh Produce Industry", Delaware Department of Food and Resourse Economics Report, Prepared for the USDA-AMS. December. Ricks, D. 2000. Supply Chain Management for Industry Competitiveness: Case Examples from the Tart Cherry Industry. Agricultural Economics Department, Michigan State University, Staff Paper No. 00-40. Ricks, D., Woods, M. 2000. Survey Results Of Tart Cherry Exporting Processors. Agricultural Economics Department, Michigan State University, Staff Paper No. 00-17. Ricks, D., Rowley, C. 2000. Economic Aspects For Regulated and Non-regulated States Under the Tart Cherry Marketing Order. Agricultural Economics Department, Michigan State University, Staff Paper No.00-49. Ricks, D. 2000. Economic Factors Affecting the U.S. Tart Cherry Industry in the Year 2000. Agricultural Economics Department, Michigan State University, Staff Paper No. 00-19. Ricks, D. 1999. Tart Cherry Industry Export Market Development Through the Federal Marketing Order. Agricultural Economics Department, Michigan State University, Staff Paper No. 99-73. Ricks, D. 2000. Economic Considerations Regarding Market Allocation with the Tart Cherry Marketing Order. Agricultural Economics Department, Michigan State University, Staff Paper No. 00-05. Ricks, D. 2000. The Tart Cherry Marketing Order‘s Market Growth Factor and the Inventory Reserve: Some Economic Considerations. Agricultural Economics Department, Michigan State University, Staff Paper No. 00-04. Rowley, C., Ricks, D. 2000. Cherry Industry Acreage Trends and Projections. Agricultural Economics Department, Michigan State University, Staff Paper No. 00-42. White, G. B. and Uva, W. L. 2000. Developing a Strategic Marketing Plan for Horticultural Firms. E.B. 2000-01, Dept. of Agricultural, Resource, and Managerial Economics, Cornell University, Ithaca, New York. Books, Journals, Theses, Presented Papers, and Proceedings: Brooker, J.R. and D.B. Eastwood. 2000. Small Volume Fresh Produce Growers‘ Marketing Channels: A Case Study of Tennessee Producers. Journal of Food Distribution Research-Proceedings Issue. February.pages 238-239. Brumfield, R.G. 2000. An examination of the economics of sustainable and conventional practices. HortTechnology (In Press.) Brumfield, R.G and M.F. Brennan. 2000. An interactive worldwide web site for disseminating and gathering farm budget data. HortTechnology (In Press.) Brumfield, R.G., A. Rimal, and S. Reiners. 2000. Comparative cost analyses of conventional, integrated crop management, and organic methods. HortTechnology (In Press.) Cook, Khari, Toensmeyer, Ulrich C. and German, Carl L., 2000, "An Analysis of Household Consumption of Fresh Potatoes in Delaware", Journal of Food Distribution Research, 31(1): 103-108, March. Cook, R. 2000. U.S. - Mexico bilateral horticultural trade and investments : trends, barriers and opportunities. Post-NAFTA policies and investment in Mexican agriculture : conference proceedings, Friday, September 27, 1996, UCLA campus, Los Angeles, California / Robin Marsh, editor. Los Angeles : University of California, North American Integration and Development Center, pp. 31-35. Cook-Canela, R. 2000. Value chains in the fruit and vegetable industry. Policy issues in the changing structure of the food system : an executive summary from a 2000 American Agricultural Economics Association Pre-conference Workshop. Oak Brook, IL : Farm Foundation, 2000, p. 8. Eastwood, D.B. and J.R. Brooker. 2000. Consumers Willingness to Travel to Farmers‘ Markets. Journal of Food Distribution Research. March. pages 243-244. Eastwood, D.B. and J.R. Brooker. 2000. Small Fresh Fruit and Vegetable Growers in Tennessee: Factors Associated with Their Use of Commercial Outlets. Journal of Food Distribution Research. July. pages 39-48. Eastwood, D.B. and J.R. Brooker. 2000. Using Store Level Scan Data to Analyze Fresh Produce Sales: A Case Study of Lettuce. International Conference on an Integrated View of Fruit and Vegetable Quality. Florkowske, W.J., Prussia, S.E. and Shewfelt, R.L., Eds., Landcaster, PA: Technomic Publishing Company. pages 325-332. Eastwood, D.B. and J.R. Brooker. 2000. Consumer Perceptions of Farmers Markets: Tradeoffs Among Price, Quality, and Distance to Outlets. North American Farmers Direct Marketing Conference Proceedings. Abstract p.135. The Ohio State University, February 10-12. ovindasamy, R., J. Italia and D. Thatch. 2000 "State Promotion of Rural Agriculture: The Case of the Jersey Fresh Marketing Program," Southwest Economic Review, (accepted). ovindasamy, R., J. Italia and A. Adelaja. 2000 "Predicting Willingness-to-pay for Integrated Pest Management Produce: A Logistic Approach," Agricultural and Resource Economics Review, (accepted). Govindasamy, R., J. Italia and D. Thatch. 2000 "Direct Market Retailer Perceptions of State-Sponsored Marketing Programs," Review of Agricultural Economics, 22: 77-88. ovindasamy, R. and J. Italia. 2000 "Consumer Patronage of Farmers‘ Markets: The Influence of Socio-Demographic Characteristics ," Journal of Food Distribution Research, 31. ovindasamy, R. 2000 "State Sponsored Marketing Programs: An Evaluation of Retailer Response to the Jersey Fresh Program," Agricultural and Resource Economic Review, 29:257 uches, Kristy, Toensmeyer, Ulrich C., and German, Carl L., 2000, The Impact of Respondent Characteristics on Purchasing Decisions at Direct Markets", Journal of Food Distribution Research, 31(1): 132-138. Lambert, B. and R. Hinson. 2000. "Changes in Transportation Patterns of Refrigerated Cargoes". Abstract: Journal of Food Distribution Research, 31(1), p 248. Onunkwo, I.M., and J.E. Epperson. 2000. Export Demand for U.S. Pecans: Impacts of U.S. Export Promotion Programs. Agribus. Int. J. 16(2):253-265. Onunkwo, I.M., and J.E. Epperson. 2000. Export Demand for U.S. Walnuts: Impacts of U.S. Export Promotion Programs. J. Food Distr. Res., 31(3)21-28 Park, T., J.H. Dorfman, and J.E. Epperson. 2000. A Multicountry Endogenous Tariff Model with Differentiated Products: The North American Onion Trade. J. Int. Food and Agribus. Mkting., 11(2):63-82. Pennington, G.B., S.C. Turner, J.E. Epperson, and F.E. Stegelin. 2000. Factors Determining Initial Public Offering Readiness of Agribusiness Firms. J. Ag. & Applied Econ., 32(2):419. Ricks, Donald, Timothy Woods, and James Sterns, "Chain Management for Improved Marketing Performance in Fruit Industries", Acta Horticulturae 536:661-668, September 2000 Schotzko, R. T. and R. Hinson. 2000. Supply-chain Management in Perishables: A Produce Application. Journal of Food Distribution Research, Revised. July, p. 17-25. chotzko, R. T. 2000. Agriculture and the 21st Century. HortExpo Northwest, December, p. 29-30. Sparling, D. and R. Cook. February 2000. Strategic alliances and joint ventures under NAFTA: concepts and evidence. Proceedings of the Fifth Agricultural and Food Policy Systems Information Workshop, Policy Harmonization and Adjustment in the North American Agricultural and Food Industry, University of Guelph, p.68-94. Uva, W.L. 1999, New York Economic Handbook 2000 - Chapter 9 Vegetables. E.B. 99-20, Dept. of Agricultural, Resource, and Managerial Economics, Cornell University, Ithaca, New York. Uva, W.L. 2000. Changing Patterns of Sweet Corn Marketing and Consumption in New York State. Journal of Food Distribution Research 31(1): 258-260. vanVoorthuizen, H., S. Y. Cho, T. Schotzko, and R. Mittelhammer. 2000. The Apple Juice Concentrate Antidumping Case Against China: An Estimate of Change in Washington‘s Revenues. Paper presented at the 2000 Annual Conference of the Food Distribution Research Society, Roanoke, Virginia, October 18. vanVoorthuizen, H., T. Schotzko, and R. Mittelhammer. 2000. Assessing Grower Returns to Advertising and Promotion: The Case of Washington Apples. Paper presented at the 2000 Annual Conference of the Food Distribution Research Society, Roanoke, Virginia, October 18.

Impact Statements

Date of Annual Report: 03/04/2002

Report Information

Annual Meeting Dates: 10/13/2001 - 10/13/2001
Period the Report Covers: 01/01/2001 - 12/01/2001

Participants

Adrian, John* - Alabama;
Cook, Roberta* - California;
Carmen, Hoy - California;
Toensmeyer, Carl* - Delaware;
Calvin, Linda - ERS;
Fairchild, Gary - Florida;
Taylor, Tim - Fl - Florida;
Zimet, David - Florida;
Wycocki, Al* - Florida;
Epperson, James* - Georgia;
Guenthner, Joe* - Idaho;
Woods, Tim* - Kentucky;
Hinson, Roger* - Louisiana;
Criner, George - Maine;
Cheng, Hsaing-tai* - Maine;
Ricks, Donald* - Michigan;
Bateman, Lanny* - Mississippi;
Uva, Wen-Fei* - New York;
Govindasamy, Ramu* - New Jersey;
Brumfield, Robin - New Jersey;
Estes, Edmond* - North Carolina;
Schatzer, Joe* - Oklahoma;
Brooker, John* - Tennessee;
Eastwood, David - Tennessee;
Morse, Steve* - Texas;
Schotzko, Tom* - Washington;

* Voting Member

Brief Summary of Minutes

State reports were delivered, including updates from Don Hinman and Kevin Kesecker on USDA-AMS marketing order programs. Robert Shulstad was introduced as the new administrator advisor. Discussions about web site management for the committee and manageing reports were followed by updates on regional research work. The IFAFS project continues with TN, NC, GA, and KY. Opportunities for new programs were discussed, including AAEA free sessions, special issues with the FDRS, workshops, etc. Finally, project continuation was discussed, including the development of a plan for writing the proposal for 2002.

Accomplishments

Objective 1. To assess the evolution of Supply-Chain Management in the fruit and vegetable sector, identifying strategic organizational and marketing implications for firms and specific commodity subsectors. Supply chain analysis was utilized to examine market organization and strategy development for a number of produce sectors. Apples, tart cherries, sweet corn, peaches, and blueberries were all examined extensively. In order to help the Michigan apple industry to adjust to the changing customer and market needs and to respond appropriately by the industry‘s vertical supply chain, a series of market research studies on changing customer needs, preferences, etc. have been done. Similar work has been done in connection with the U.S. tart cherry industry. A report was written this year by Ricks (MI), Woods (KY) and Sterns (FL) which provides an integrated summary of highlights of the series of market research studies which of been done over a period of several recent years regarding the changing customers‘ needs and preferences for the apple industry. A study was done involving a survey of U.S. tart cherry exporters which included exploration of the industry‘s current supply chain performance, the changing needs of export customers, the competitiveness of the U.S. industry in relation to competing supplying countries (MI). Work was completed on the collection of funds for another fruit tree survey in the state of Washington and the survey has been completed (WA). Work is now underway to project production of apples over the next several years. Evaluation of promotional efforts by the Washington apple industry is now complete. The econometric model used in that effort will now be used to estimate optimal crop size and promotional effort. A survey was used to collect marketing channel information from New York sweet corn producers and processors (NY). Surveys of New York sweet corn retailers and wholesalers are planned in summer 2002. Consumer focus group discussions were held to study consumer perceptions of fresh peaches, particularly examining the demand for premium locally grown (New York) "truly tree-ripened" peaches and test consumers‘ interest in purchase at various price points. A survey with supermarket produce buyers is planned for 2002. An analysis of consumers opinion about frozen blueberries and the perceived differences in product was completed (ME), specifically examining the preferences for attributes between wild and cultivated blueberries. Additional work in the pear sector (WA) focused on fruit size issued throughout the supply chain. This included estimating the effects of grade and size on FOB price and the profitability prospects for reducing the size range of fruit shipped to the fresh market. Supply chain survey work continued on special segments of the produce industry, including the green grocers (TN), disposal and composting for watermelons (ME), direct marketing (NY, NJ), cooperatives (NJ), and organic produce (NJ). A study describing the market structure and evolving marketing practices of the US fresh fruit and vegetable sector was conducted (CA, FL, USDA). This study was initiated at the request of the United Fresh Fruit and Vegetable Association and six other produce organizations. Key commodities were selected to capture the diversity of the fresh produce sector. These included California/Arizona lettuce and bagged salads, California table grapes and oranges, Florida and California tomatoes, and Florida grapefruit. This study includes analysis of the state of development of supply chain management approaches, including contracts, the evolution of trade practices in general, including new fees and services requested by retailers, changes in marketing channels and buyer concentration, and the implications for firms. Objective 2. To analyze the relative competitiveness of fruit and vegetable subsectors, either regionally, nationally, and/or globally, using new and established analytical paradigms which incorporate theories from business schools and other fields. The research issues on competitiveness are broad. Current work by committee members represents on-going work in issues of trade, promotion, risk management, improved industry coordination, and regulation. International and regional trade issues were the subject of a number of related research topics. A profile of southeastern agribusiness exporters was compiled (GA). The purpose of this study is to examine the characteristics of southeastern exporters and to develop a profile of successful southeastern exporters. The Ag Trade Center at the University of Florida put on the first annual international Agricultural Trade and Policy Conference. This was held in Gainesville, FL on October 31 - November 2, 2001. The purpose of this conference was to disseminate information about the policy making process for developing new farm legislation and international trade agreements, all of which affect fruit and vegetable growers throughout the United States. Researchers in Florida explored and evaluated the potential economic benefits of complimentary marketing of fresh citrus between northern and southern hemisphere countries in the Americas. In December 2001, they visited Argentina and met with citrus producers, fresh fruit packers/exporters and regulatory agencies. Additional research on free trade agreements and cost competitiveness of regional produce sectors continues (FL, CA) as policies develop and regional sectors adjust to changing economic environments. Commodity promotion programs continue to be used as a strategy to build regional competitiveness. A study was completed focusing on the impacts of advertising and promotion on the demand for Vidalia onions (GA). This study evaluates the promotion and advertising impacts on the demand for Vidalia onions and estimates return to promotion expenditures. Additional studies on promotional programs in apples (WA, MI) and tart cherries (MI) continue. Risk management is another subject area receiving increased attention within produce sectors as a means for sustaining competitiveness. New insurance approaches, including catastrophe bonds for Southeastern fruit and vegetable crops (GA) and alternative, environmentally-friendly production systems (FL) were explored. Alternative pesticide programs for turnip greens were evaluated.(OK). A 3-year project conducted by John Haydu (FL) addressed the pre- and post-harvest benefits of CaptanTM and IprodioneTM usage and evaluated alternative chemical and post-harvest strategies for reducing their use. A research presentation was given at the Florida Strawberry Association‘s annual convention, and manuscript was also submitted to the journal, HortScience. Risks in food safety were the subject of research studies in Florida and Kentucky. Richard Kilmer (FL) undertook a study of government regulations and consumer concern about pesticide residues in food. Tim Woods (KY) completed a grower study that evaluated perceived food safety risks associated with produce and various production practices. Improved industry coordination relates supply chain management to industry competiveness. Research that helps with industry planning and coordination continues. This includes an analysis of the U. S. tart cherry industry‘s long-term acreage-production cycle and supply trends. An updated analysis was made of industry acreage and supply trends as they relate to the industry‘s long-term acreage- production cycle. Industry leaders devoted considerable efforts to the exploration of some type of an "economic safety net" program or a "conservation reserve" program of government payments for cherry and apple growers (MI). Policies on farm labor have also heavily impacted the produce industry. Research efforts in this area include evaluating Federal H-2A legislation, which provides a mechanism to hire temporary non-immigrant foreign workers (FL).

Publications

Bhuyan, S., R. VanVranken, B. Henehan, R. Poorbaugh, B. Onyango, F. Hossain and R. Govindasamy. "An Analysis of the Performance of Fruit and Vegetable Cooperatives in the Northeast," New Jersey Agricultural Experiment Station, P-02804-1-01, September 2001, 40 pp. Bodet, Laurent, Timothy Woods, and Matt Ernst, "The International Chestnut Marketing Situation", Department of Agricultural Economics Staff Paper No. 411, University of Kentucky, January, 2001 Cheng, H.T., "Consumer opinion about wild blueberries with implications for frozen wild blueberry marketing". Staff Paper: REP505, Dept. of Resource Economics and Policy, University of Maine, 2001 Cook, Roberta, "Changing Dynamics in Produce Marketing," Agricultural Outlook, no. AGO-279, U.S. Department of Agriculture, March 2001, pp. 10-15. Cook, Roberta, "Emerging Trade Practices and Trends in Fruit and Vegetable Markets," Perishables Handling Quarterly 105:21-25, February 2001. Cook, Roberta, "U.S. Fresh Fruit and Vegetable Marketing: Emerging Trade Practices, Trends and Issues", (co-coordinator with Linda Calvin, et al.), Agricultural Economic Rept, No. 795, Economic Research Service, U.S. Department of Agriculture, January 2001, 52 pp. Degner, Robert, Kim Morgan, Chris deBodisco, and Lisa House. "Market Development Strategies For Fresh Sweet Based upon Consumer and Trade Surveys." Research report submitted to the Southern Supersweet Corn Council Industry. Report 01-1, Florida Ag Market Research Center, University of Florida, IFAS. 2001. Govindasamy, R., J. Italia, M. DeCongelio, K. Anderson and B. Barbour. "Empirically Evaluating Consumer Characteristics and Satisfaction with Organic Produce," New Jersey Agricultural Experiment Station, P-02139-1-01, May 2001, 70 pp. Li, Xueqing, Allen Wysocki, and Gary Fairchild. "Market Strategies for Florida Citrus in China." Teaching and Learning Paper No. 01-12, Food and Resource Economics Department, University of Florida, IFAS. 2001. Morgan, Kim, Robert Muruli, Robert Degner and Allen Wysocki. "Publicly Funded Promotional Programs For Fruit and Vegetable Commodities: A National Survey of State Departments of Agriculture." Research Report submitted to the Florida State Horticultural Society. Paper No. 61, Florida Agricultural Market Research Center, University of Florida, IFAS. 2001. Oger, Raphaelle, Timothy A. Woods, Pierre Jean-Albert, and Daniel Allen, "Food Safety in the U.S. Fruit and Vegetable Industry: Awareness and Management Practices of Producers in Kentucky", Staff Paper 423, Ag Economics Dept., University of Kentucky, December, 2001. Pray, C. A. Courtmanche and R. Govindasamy. " The Importance of Intellectual Property Rights in the International Spread of Private Sector Agricultural Biotechnology," Report to the World Intellectual Property Organization, September 2001. Rhea, Alice J., John R. Brooker, S. Darrell Mundy, David B. Eastwood, Carl E. Sams, An Economic Analysis of Sequential Cropping Systems in Greenhouses in Tennessee, Research Series 0Y-01, Department of Agricultural Economics, December, 2001. Ricks, D., J. Sterns and T. Woods, "Customer Preferences for Michigan Apples: A Case Example Of A Market Research Program for A Commodity Industry", Department of Agricultural Economics, Michigan State University, Agricultural Economics Staff Paper No. 01-44, October, 2001. (This paper is also scheduled to be published in the Journal of Food Distribution Research.) Ricks, D., and M. Woods, "The Michigan Sweet Cherry Industry: Economic Trends", Department of Agricultural Economics, Michigan State University, Agricultural Economics Staff Paper No. 01-54, June 2001 Ricks, D., and M. Woods, "Economic Analysis of Possible Government Assistance Programs for Tart Cherry Growers", Department of Agricultural Economics, Michigan State University, Agricultural Economics Staff Paper No. 01-19, July 2001. Ricks, D., and M. Woods, "Economic Aspects of a Conservation Reserve Program for Orchard Crops Such As Tart Cherries", Department of Agricultural Economics, Michigan State University, Agricultural Economics Staff Paper No. 01-26, July 2001. Uva, W.L. 2001, New York Economic Handbook 2001 - Chapter 10 Vegetables and Chapter 11 Ornamentals. E.B. 2000-16, Dept. of Applied Economics and Management, Cornell University, Ithaca, New York VanSickle, John J. Critical Agricultural Issues in Negotiating a Free Trade Area of the Americas. Gainesville, FL: Univ of Florida Extension, EDIS FE 284 June,2001. 3 pg VanSickle, John J. Estratagias de Mercado para Productores de Vegetales. Gainesville, Fl: University of Florida, EDIS FE 228 June, 2001. 6 pg VanSickle, John J. Terrorist Attacks in New York City and Washington, D.C.: Implications for the Florida Vegetable Industry. Gainesville, FL: University of Florida, EDIS FE314 October, 2001. 3 pg VanSickle, John J. Vegetables. Florida Food and Resource Economics FFRE-146 Outlook 2001 VanSickle, John J. Implications for the Florida Vegetable Industry. Florida Food & Resource Economics FFRE 148 Description: The Terrorist Attacks in New York City and Washington D.C.: Economic Implications for Florida, 2001 VanSickle, John J. Cuban Vegetable Industry. HortScience. 36/3 2001.:445 pg VanSickle, John J. Policy and Trade Issues Critical to Florida Tomato Growers. 2001 Florida Tomato Institute PRO 518 September, 2001. VanSickle, John J. Farm Bill - Past, Present and Future: Regional Perspectives on the Farm Bill. 1st International Agricultural Trade & Policy Conference October, 2001. VanSickle, John J. Fresh Fruit and Vegetable Industry Positions on New Farm Legislation. College Station, Texas: Texas Agricultural Experiment Station, CNAS 2001-3 August, 2001. VanSickle, John J., Evans, Edward. The Florida Tomato Committee‘s Education and Promotion Program: An Evaluation. Gainesville, Fl: University of Florida: University of Florida, Unnumbered December, 2001. 34 pg VanSickle, John J. Cost Updates for Fresh Tomatoes Imported from Mexico. Gainesville, FL: University of Florida, 2001. 3 pg VanSickle, John J. Statement of John J. VanSickle to the U.S. International Trade Commission on Trade Distorting Support in the EU. Gainesville, FL: University of Florida, April 2001. 2 pg VanSickle, John J. Submitted Testimony Regarding the Free Trade Area of the Americas to Committee on Agriculture, U.S. House of Representatives. Gainesville, FL: University of Florida, May 2001. 4 pg VanSickle, John J. The Impact of the Suspension on the U.S. Fresh Tomato Industry. Gaineville, FL: University of Florida, October, 2001. 6 pg Books, Journals, Theses, Presented Papers, and Proceedings Brooker, John R. and David B. Eastwood, "Green Grocers: A Viable Wholesale Outlet for Small-Volume Fruit and Vegetable Growers?," Journal of Food Distribution Research, February, 2001. Cook, Roberta, "The U.S. Fresh Produce Industry: An Industry in Transition," Chapter 2 in Postharvest Technology of Horticultural Crops, Adel A. Kader (eds.), University of California Division of Agriculture and Natural Resources, Publication 3311, pp.5- 26, 2001. Criner, George K., Thomas G. Allen, and Raymond J. Schatzer. "Compost economics: production and utilization in agriculture," chapter 11 in book Compost Utilization in Horticultural Cropping Systems, edited by Peter J. Stoffella and Brian A. Kahn, Lewis Publishers, Boca Raton. 2001. Pp: 241-260. Govindasamy, R., and J. Italia. "Farmers‘ Markets: Consumer Trends, Preferences and Characteristics,", Journal of Extension, 2001. Govindasamy, R., J. Italia and D. Thatch. "State Promotion of Rural Agriculture: The Case of the Jersey Fresh Marketing Program," Southwest Economic Review, 2001. Govindasamy, R., J. Italia and A. Adelaja. "Predicting Willingness-to-pay for Integrated Pest Management Produce: A Logistic Approach," Agricultural and Resource Economics Review, 2001. accepted) Gutman, Paula, Ron C. Mittelhammer, and Thomas Schotzko. "Effects of Size and Grade on D‘Anjou Prices and Returns An Updated Report" , Final report to the Pear Bureau. January, 2001 Scott D. Parrott, David B. Eastwood, and John R. Brooker. "Testing for Symmetry in Price Transmission: An Extension of the Shiller Lag Structure with an Application to Fresh Tomatoes", Journal of Agribusiness 19.1 (Spring 2001): 35-49. Willett, Lois Schertz, "Dried Fruit Processing at Dole Dried Fruit and Nut Company", Review of Agricultural Economics, vol. 19, issue 1. (p. 193-197).2001. Willett, Lois Schertz, "U.S. Kiwifruit Industry Model: Annual Supply and Monthly Demand." Journal of Agricultural and Applied Economics, volume 32. (p. 479-491) 2001. Wirth, Ferdinand, "Analyzing effects of fruit thinning on crop value in apples and citrus", HortScience, volume 36. (p 157-161) 2001. Woo,B.J., C.L. Huang, J.E. Epperson, and B.J. Cude, "Effects of a New WalMart Supercenter on Local Retail Food Prices", J.Food Distr. Res., 32(1). 2001

Impact Statements

The supply chain analysis provides important background to industry decisions regarding marketing orders and industry development initiatives and should help increase the efficiency of the distribution systems within the fruit and vegetable sectors.
Results from a consumer survey asking for their perceptions and expectations at the green grocer outlet demonstrate the survey technique can be implemented easily by any green grocer.
The study on market structure and emerging marketing practices showed that large buyers of all types represent a considerable share of total shipper sales, implying that shippers may have less power in negotiating with buyers over prices and requests for fees and services. Also, as retailers source from fewer suppliers, shippers will likely become more account-oriented in their marketing strategies, providing products and services tailored to the needs of specific large account.
This research demonstrates that current concern focusing on the potential for slotting fees to enter the commodity side of the fresh produce industry is too narrow. In 1999, fees of all types averaged about 1-2 percent of sales for commodity shippers, but ranged from 1 to 8 percent for bagged salad shippers. Given low margins in the fresh produce shipping industry, these fees may be sufficient to determine whether a firm earns a profit or loses money over the course of a season.
Supply chain analysis will be used in the current national policy debate on the impacts of retail consolidation on California fresh produce shippers. The FTC, Department of Justice, USDA, Congress and industry trade associations are considering the study results.
Commodity promotion research provides valuable data for improved coordination and planning, allowing producer groups to better target spending.
Vertical coordination is an economic response to managing food safety risks for mitigating the costs associated with uncertain pesticide residue levels. Survey results of Florida strawberry and tomato growers confirm a significant negative relationship between vertical integration and fungicide and insecticide residues in Florida strawberries, and insecticides in Florida tomatoes. However, fungicides in tomatoes had the opposite effect.
The analysis of government programs helping with supply control in fruit sectors showed potential income gains to the industry as well as estimates of costs to the government with different approaches which might be used for some type of economic assistance payment program for growers.

Date of Annual Report: 04/30/2003

Report Information

Annual Meeting Dates: 10/26/2002 - 10/26/2002
Period the Report Covers: 01/01/2002 - 12/01/2002

Participants

Shulstad, Robert (Administrative Advisor); Adrian, John - AL; Cook, Roberta - CA; Carmen, Hoy - CA; Toensmeyer, Carl - DE; Calvin, Linda - ERS; Fairchild, Gary - FL; Taylor, Tim - FL; VanSickle, John - FL; Zimet, David - FL; Wysocki, Al - FL; Epperson, James - GA; Guenthner, Joe - ID; Woods, Tim - KY; Hinson, Roger - LA; Criner, George - ME; Cheng, Hsaing-tai - ME; Ricks, Donald - MI; Bateman, Lanny - MS; Uva, Wen-Fei - NY; Govindasamy, Ramu - NJ; Brumfield, Robin - NJ; Estes, Edmond - NC; Schatzer, Joe - OK; Brooker, John - TN; Eastwood, David - TN; Morse, Steve - TX; Schotzko, Tom - WA

Brief Summary of Minutes

State reports were delivered. The project rewrite was discussed, including the need to include an objective exploring demand systems for produce. Upcoming programs sponsored by S-222 were discussed, including the invited paper session on the tomato trade wars accepted for the Southern Agricultural Economics Association meetings. It was agreed to continue to pursue a partnership with the WCC-72 Agribusiness regional research group. S-222 would be offered a spot on their program to present research results and activities in Las Vegas, June 2003. Member recruitment was discussed. Several promising individuals were identified for participating in the project if it was renewed, including ideas for new officers. Robert Shulstad was introduced as the administrative advisor. Jim Haskell discussed opportunities for funding joint research work for produce and updated the group on upcoming federal initiatives. Discussions about web site management for the committee and managing reports were followed by updates on regional research work. The IFAFS project continues with TN, NC, GA, and KY. Opportunities for new programs were discussed, including AAEA free sessions, special issues with the FDRS, workshops, etc. Finally, project continuation was discussed, including the development of a plan for writing the proposal for 2003.

Accomplishments

Objective 1. To assess the evolution of Supply-Chain Management in the fruit and vegetable sector, identifying strategic organizational and marketing implications for firms and specific commodity subsectors. Supply Chain Management Supply chain analysis was utilized to examine market organization and strategy development for a number of produce sectors. Apples, tart cherries, sweet corn, peaches, potatoes, and blueberries were all examined extensively. Efforts in Michigan focused on improved management information systems as they may impact efficiencies in the supply chain. A survey of Michigan apple shippers was completed to obtain information on the changing market situation in regard to apple varieties which are expected to be most in demand for fresh market in future years. This study was requested by the industry in order to provide information on the changing market demand for varieties that will help the industry to adjust their orchard acreages to produce those varieties which are most demanded by the markets and the customers. This is the latest phase of the series of apple market research studies which have been done in recent years at Michigan State University. The U.S. tart cherry industry is striving to improve its supply chain effectiveness and competitive position in regard to export markets for this industry. Industry cost data is being gathered. As a part of these efforts, a study was done involving a survey of U.S. tart cherry exporters which included exploration of the industry‘s current supply chain performance, the changing needs of export customers, the competitiveness of the U.S. industry in relation to competing supplying countries (MI). Work was completed on the collection of funds for another fruit tree survey in the state of Washington and the survey has been completed (WA). Work is now underway to project production of apples over the next several years. A produce shipper survey is under way, being administered by researchers from MI, AZ, NJ, NC, and WA. Evaluation of promotional efforts by the Washington apple industry is now complete. The econometric model used in that effort will now be used to estimate optimal crop size and promotional effort. Another project is exploring the international competitiveness of the California apple and pear industries in the context of evolving supply chain management models. These appear to represent an additional factor reducing the competitiveness of the California industry given its low market share and short shipping seasons in these two commodities. Other fruit market development research included fresh peaches (NY), strawberries (CA), wild blueberries (ME), general small fruit (MI, KY). Research was initiated analyzing the impact of the emergence of the North American hothouse sector on the field grown tomato industry (CA, KY, NC, FL). Supply chain management has caused fresh produce buyers to demand year-round availability and streamlined sourcing from fewer players. The fresh tomato industry lags the rest of the produce industry in this regard since field tomatoes are generally sold through repackers and many field shippers are seasonal. In contrast to field tomatoes, the hothouse tomato industry meets the requirements of the supply chain management model. This is causing new competitive pressures and changes in relative competitiveness of tomato producers throughout North America. This research is on-going with a report expected in February 2003. A survey was used to collect marketing channel information from New York sweet corn producers and processors (NY). Surveys of New York sweet corn retailers and wholesalers was completed in August 2002. Consumer focus group discussions were held to study consumer perceptions of fresh peaches, particularly examining the demand for premium locally grown (New York) "truly tree-ripened" peaches and test consumers‘ interest in purchase at various price points. A survey with supermarket produce buyers and consumers was completed. An analysis of consumers opinion about frozen blueberries and the perceived differences in product was completed (ME), specifically examining the preferences for attributes between wild and cultivated blueberries. Additional work in the pear sector (WA) focused on fruit size issued throughout the supply chain. This included estimating the effects of grade and size on FOB price and the profitability prospects for reducing the size range of fruit shipped to the fresh market. Pear industry supply channel management was also studied in CA. The interest in the emerging organic sector has prompted research related to better understanding this market channel. An IFAFS project involves a group of northeastern states, Northeast Organic Network, was funded. Cost of production data is being gathered (NY). Demand is being estimated in a number of studies (NJ, NY, KY). Consumer demand for potatoes was also explored (WA, ME, DE). Trade and export aspects of produce were examined by a number of researchers. This included trade issues relating to citrus (FL). Objective 2. To analyze the relative competitiveness of fruit and vegetable subsectors, either regionally, nationally, and/or globally, using new and established analytical paradigms which incorporate theories from business schools and other fields. Competitiveness The research issues on competitiveness are broad. Current work by committee members represents on-going work in issues of trade, promotion, risk management, improved industry coordination, and regulation. International and regional trade issues were the subject of a number of related research topics. A profile of southeastern agribusiness exporters was completed (GA). The purpose of this study is to examine the characteristics of southeastern exporters and to develop a profile of successful southeastern exporters for three agribusiness categories (poultry; fruits, vegetables, and nuts; and row crops) where success is measured in terms of relative export sales or proportion of the business devoted to the export market. Under the leadership of John VanSickle (FL), the Ag Trade Center at the University of Florida put on the second annual international Agricultural Trade and Policy Conference. This was held in Gainesville, FL on November 11-14, 2002. The purpose of this conference was to disseminate information about the policy making process for developing new farm legislation and international trade agreements, all of which affect fruit and vegetable growers throughout the United States. Methyl bromide impact research continued in FL. A study is being done of key market and supply trends for the sweet cherry industry in Michigan and the U.S. The study also includes an analysis of the changing regional competitive position of the sweet cherry industry in major producing states of the U.S. This is needed by the industry in order to provide an informational base for analyzing various strategic directions and industry adjustments that are needed to help the industry to improve its competitive position and to respond appropriately to the changing markets. A paper which included selected highlights of the study was written and presented at an international conference on the sweet cherry industries in various world countries. This conference was sponsored by the International Society of Horticultural Science. Additional research on free trade agreements and cost competitiveness of regional produce sectors continues (FL, CA) as policies develop and regional sectors adjust to changing economic environments. Commodity promotion programs continue to be used as a strategy to build regional competitiveness. A study was completed focusing on the impacts of advertising and promotion on the demand for Vidalia onions (GA). This study evaluates the promotion and advertising impacts on the demand for Vidalia onions and estimates return to promotion expenditures. The analysis uses supermarket scanner data collected from sales of Vidalia onions and promotion expenditures for Vidalia onions, own price, prices of substitutes and complements, demographic, and seasonal variables for 10 different U.S. markets over a 260-week period from 1996 to 2001. Additional studies on promotional programs in apples (WA, MI) and tart cherries (MI) continue. Risk management is another subject area receiving increased attention within produce sectors as a means for sustaining competitiveness. New insurance approaches, including catastrophe bonds for Southeastern fruit and vegetable crops (GA) and alternative, environmentally-friendly production systems (FL) were explored. Several researchers were looking at risk management tools for horticultural producers, including implications for producer cooperation on insurance (FL, NY, CA, PA). A survey of specialty crop producers and risk attitudes was administered. Improved industry coordination relates supply chain management to industry competitiveness. Research that helps with industry planning and coordination continues. This includes an analysis of the U. S. tart cherry industry‘s long-term acreage-production cycle and supply trends (MI). An updated analysis was made of industry acreage and supply trends as they relate to the industry‘s long-term acreage- production cycle. Work on additional phases of this study will be continued during the coming year.

Publications

Regional: Anderson, Bruce, Caplan, Frieda, Doherty, Linda, Eastwood, David, Estes, Ed, Hanas, Rick, Kirschling, Patrick, VanSickle, John J. 2002. Comprehensive Analysis of New Jersey‘s Wholesale Fruit and Vegetable Marketing System. Trenton, NJ: New Jersey Department of Agriculture. Wysocki, Allen F., Toensmeyer, Ulrich C., Park, John L. 2003. Offering Food Distribution-Related Courses in Agricultural Economics Curricula: Perspectives from Across the US. Food Distribution Research Society Annual Meeting in Phoenix, AZ Volume XXXIII, No. 1 March State, Station or Agency: Alderman, Nicole, Reynolds, John, Wysocki, Allen F., Fairchild, Gary F. 2002. Developing A Database for Analyzing Agricultural Land Sales. University of Florida: Food and Resource Economics Teaching and Learning Paper Series, TLP 02-28 December, 22 pg. Bentley, Bo, Wysocki, Allen F., van Blokland, PJ. 2002. New Citrus Varieties. University of Florida: Food and Resource Economics Teaching and Learning Paper Series, TLP 02-10 May, 21 pg. Burgos, Sigfrido, Wysocki, Allen F. 2002. The U.S. Retail Industry: An Overview. University of Florida: Food and Resource Economics Teaching and Learning Paper Series, TLP 02-19 May, 14 pg. Cantliffe, Daniel J., Albrigo, Gene, Balaban, Murat, Haller, Bill, Luzar, Jane, Portier, Ken, Sieving, Kathryn, VanSickle, John J., Sullivan, Amy, Swisher, Mickie, Vergot, Pete. 2002. International Programs Action Team (IPAT) May 2000-April 2001): Final Report. Gainesville, FL: University of Florida, June. Cook, Roberta, 2002. Update on the US Strawberry Industry, posted at University of California Davis Postharvest Technology Web Site http://postharvest.ucdavis.edu/Pubs/pearfinal1.pdf, September, 3 pp. Cook, Roberta, 2002. Update on the US Pear Industry, posted at University of California Davis Postharvest Technology Web Site http://postharvest.ucdavis.edu/Pubs/pearfinal1.pdf, July, 6 pp. Cook, Roberta, 2002. Emerging Hothouse Industry Poses Challenges for California‘s Fresh Tomato Industry," University of California Giannini Foundation ARE Update, Volume 5, No.3, Jan/Feb, pp. 3-6. Crawford, Chip, Tomlinson, Riley , Wysocki, Allen F. 2002. Haines City Citrus Growers Association: Remaining Competitive and Profitable in a Changing Market. University of Florida: Food and Resource Economics Teaching and Learning Paper Series, TLP 02-15 May, 15 pg. Ernst, Matthew, Timothy Woods, John Strang, and Terry Jones, 2002. 2001 Kentucky Blackberry Cost and Return Estimates, ID-149, UK College of Ag, July. Green J., W.L. Uva, and M. Stephenson. 2002. Marketing Clubs. Risk Management Newsletter Series. March 2002. Dept. of Applied Economics and Management, Cornell University, Ithaca, New York. Jimenez, Mariano, Salnars, Christian, VanSickle, John J. 2002. International Imports and the Safety of the U.S. Food and Fiber System. Gainesville, FL: University of Florida, PBTC 02-4 October, 18 pg. Kepner, Karl W., Wysocki, Allen F. 2002. Financial Management: Some Important Generalizations. University of Florida: EDIS, FE343 July, 4 pg. Li, Xueqing, Wysocki, Allen F., Fairchild, Gary F. 2002. Marketing Florida Citrus in China. University of Florida: Florida Department of Citrus, Staff Report 2002-3 April, 32 pg. Liu, Hongyan, Wysocki, Allen F., Fairchild, Gary F. 2002. Assessing the Chinese Market for Export of California Oranges. University of Florida: International Trade and Policy Center, IW 02-4 May, 33 pg. McKenzie, Nora, Wysocki, Allen F. 2002. Agritainment: A Viable Option for Florida Producers. University of Florida: EDIS, RM008 April, 3 pg. NaLampang, Sikavas, VanSickle, John J. 2002. The Impact of the Phase Out of Methyl Bromide on the U.S. Vegetable Industry. Gainesville, FL: University of Florida, IW 02-3 April,16 pg. Ricks, D. 2002. Economic Conditions in the Cherry Industry Due to a Severely Shortened Crop in 2002, Department of Agricultural Economics Staff Paper No. 02-25, Michigan State University, July. Ricks, D. 2002. Michigan Apple Industry: Effective Collaboration for Future Planning, L. Vandenberg et. al, eds. Michigan State University Extension, January. Schotzko, R. T. and K. W. Sund. 2002. Potatoes for the Fresh Market: the Costs of Growing and Packing. AE 02-8, Staff Report, Washington State University, Pullman. Schotzko, R. T. 2002. Per Acre Receipts for Red Delicious & Gala: The Effects of Grade, Size, Cullage and Yield. Washington State University, Dept. of Agricultural and Resource Economics, Pullman. Published on the Agribusiness web site: http://www.agecon.wsu.edu/AgBusMgmt/Apple PerAcre.htm. Uva, W.L. 2002. An Analysis of Vegetable Farms‘ Direct Marketing Activities in New York State. R.B. 2002-03. Dept. of Applied Economics and Management, Cornell University, Ithaca, New York. Uva, W.L. 2002, New York Economic Handbook 2002 - Chapter 10 Vegetables and Chapter 11 Ornamentals. E.B. 2002-16, Dept. of Applied Economics and Management, Cornell University, Ithaca, New York. Uva, W.L. 2002. The Impact of Value-added Adjustments on Adjusted Gross Revenue Insurance Program - Case Studies with Diversified Vegetable Farms in New York. Adjusted Gross Revenue Pilot Crop Insurance Program for Specialty Crops. Dept. of Agricultural Economics, Michigan State University, East Lansing, Michigan. http://www.aec.msu.edu/agecon/blackj/agr.htm. Uva, W. L. and J. Green. 2002. "How Risk Tolerant Are You?" Risk Management Newsletter Series. May 2002. Dept. of Applied Economics and Management, Cornell University, Ithaca, New York. Uva, W.L. 2002. "Marketing Services." Smart Marketing Newsletter Series. August 2002. Dept. of Applied Economics and Management, Cornell University, Ithaca, New York. VanSickle, John J., NaLampang, Sikavas. 2002. The Impact of the Phase Out of Methyl Bromide on the U.S. Vegetable Industry. Gainesville, FL: University of Florida International Agricultural Trade and Policy Center, PBTC 02-1 April,18 pg. VanSickle, John J.. 2002. Probable Economic Effects of the Reduction or Elimination of U.S. Tariffs on Selected U.S. Vegetables. Gainesville, FL: University of Florida International Agricultural Trade and Policy, PBTC 02-2 May, 10 pg. VanSickle, John J., Evans, Edward A. 2002. Trade and Investment: Opportunities and Constraints Between the United States and South Korea. Gainesville, FL: University of Florida International Agricultural Trade and Policy Center, MGTC 02-1 June, 28 pg. VanSickle, John J. 2002. Competition in the Winter Fresh Tomato Industry. Gainesville, FL: University of Florida, September,10 pg. VanSickle, John J. 2002. The Situation and Outlook in the Fresh Vegetable Market. Columbia, SC: AgFirst Farm Credit, October, 3 pg. VanSickle, John J. 2002. The Impact of the Suspension Agreement on the Fresh Tomato Industry. Gainesville, FL: University of Florida, Unnumbered Staff Paper October , 8 pg. VanSickle, John J. 2002. Vegetables in Food & Resource Economics Outlook newsletter, no.149. van Voorthuizen, H, R. Mittelhammer, R. T. Schotzko, and S. Y. Cho. 2002. An Economic Evaluation of Washington Apple Industry Advertising and Promotion Programs: Final Report. AE 02-9, Washington State University, College. of Agricultural and Resource Economics, Pullman, WA. April. Weldon, Richard, VanSickle, John J. 2002. The Expected Cost of an Income Support Program for Processing Oranges. Gainesville, FL: University of Florida International Agricultural Trade and Policy Center, PBTC 02-5 October, 18 pg. Woods, Timothy and Matt Ernst, 2002. Kentucky Horticulture Continues Expansion in 2002",Agricultural Situation and Outlook - Fall 2002, ESM-28, U Kentucky, College of Ag, October. Wysocki, Allen F. 2002. Major Trends Driving Change in the US Food System (In Spanish). University of Florida: EDIS, RM003 June, 3 pg. Refereed Conference Proceedings Bhuyan, S., H. Stewart, R. Govindasamy, F. Hossain, and A. Adelaja. 2002. Satisfaction Evaluation of Food-away-from-home Choices by Consumers, Annual conference of the Food Distribution Research Society, Miami, FL. Bhuyan. S., R. Govindasamy, A. Adelaja and F. Hossain. 2002. An Empirical Evaluation of Consumer Characteristics and Their FAFH Choices," American Agricultural Economics Association Annual Conference, Long Beach, CA. Cantliffe, Daniel J., VanSickle, John J.. 2002. Global Competition, Greenhouse Production: Are They Something for Florida Vegetable Producers to Consider?. Florida Agricultural Conference & Trade Show FACTS Proceedings 2001 May. Cantliffe, Daniel J., VanSickle, John J. 2002. Competitiveness of the Spanish and Dutch Greenhouse Industries with the Florida Fresh Vegetable Industry. Proc. Fla. State Hort. Soc.. 114: Pp. 283 287. Cook, Roberta, 2002. Principal Factors Affecting Global Fresh Produce Trade: A Perspective on Commercial Practices Influencing Trade," Organized Symposium, AAEA Annual Meeting, Long Beach, California, July 29, 2002. Cook, Roberta, 2002. The Emerging Greenhouse Tomato Industry in the NAFTA Region: Implications for Field-Grown Tomato Producers and Trade Disputes," Organized Symposium, AAEA Annual Meeting, Long Beach, California, July 30. Thornsbury, S. and Davis, K. 2002. Consolidation in Produce Packing: A Markov Chain Analysis, Presented at the American Agricultural Economics Association Annual Meeting, Long Beach, CA and posted on AAEA website, July. Uva, W.L. 2002. "Sweet Corn Marketing in New York How Sweet Is It?" Proceedings from 2002 New York State Vegetable Conference. pp. 84-86. New York State Vegetable Growers‘ Association, February 11-14, 2002 in Syracuse, New York. Uva, W.L. 2002. "Sweet Corn Marketing." Proceedings 2002 Ohio Fruit & Vegetable Growers Congress and Ohio Roadside Marketing Conference. pp. 99-100. Ohio Fruit & Vegetable Growers Congress, February 6-8, 2002 in Toledo, Ohio. Uva, W.L. 2002. "Strategic Planning for the New York Apple Industry." Proceedings 2002 Ohio Fruit & Vegetable Growers Congress and Ohio Roadside Marketing Conference. pp. 68-70. Ohio Fruit & Vegetable Growers Congress, February 6-8, 2002 in Toledo, Ohio. Uva, W.L. 2002. "Develop a Strategic Plan for Your Direct Marketing Activities." Proceedings 2002 Ohio Fruit & Vegetable Growers Congress and Ohio Roadside Marketing Conference. pp. 6-7. Ohio Fruit & Vegetable Growers Congress, February 6-8, 2002 in Toledo, Ohio. VanSickle, John J. Mexican and Canadian Tomato Dumping Cases. 2002. Orlando, FL. Descriptors: Panelist, Regional, Contributed. Description: Organized symposium at the Southern Association of Agricultural Scientists annual meeting, "Competitive Impacts and Opportunities from FREER Trade on Southern Fruits and Vegetables", January VanSickle, John J., Evans, Edward A. 2002. Trade and Investment: Opportunities and Constraints Between the U.S. and South Korea. Economic Forum for Kyonggi Province/ State of Florida Cooperation "Changing Conditions and Challenges Ahead for Kyonggi/ Florida Economic Cooperation 28-54 June. VanSickle, John J., Evans, Edward A.. Trade and Investment. 2002. Suwon, South Korea. Descriptors: Panelist, International, Invited. Description: Paper presented as part of the First Ajou University/ University of Florida Economic Forum for Kyonggi Province/ State of Florida Cooperaton. "Changing Conditions and Challenges Ahead for Kyonggi/Florida Economic Cooperation", June. VanSickle, John J. 2002. Regional Perspectives on the Farm Bill. 2nd International Agricultural Trade and Policy Conference, November Wysocki, Allen F., VanSickle, John J. 2002. The Situation and Outlook in the Southeast Fresh Vegetable Market. 2nd International Agricultural Trade and Policy Conference, November. Refereed Journal Costa, E.F., J.E. Epperson, C.L. Huang, and J.C. McKissick. 2002.The Impacts of Advertising and Promotion on Demand for Scanned Purchases of Vidalia Onions. J. Food Distr. Res., 33(1)52-61. Costa, E.F., K. Wolfe, J.E. Epperson, C.L. Huang, and J.C. McKissick. 2003. Who Are the Consumers of Vidalia Onions? J. Food Distr. Res., 34(1). Eastwood, D. and J. Brooker. 2002. Modeling Consumer Satisfaction with Green Grocers. Journal of Food Distribution Research, Volume 33 (1) March. Brooker, J. and D. Eastwood. 2002. A Marketing System Approach to Removing Distribution Barriers Confronting Small-Volume Fruits and Vegetable Growers. Journal of Food Distribution Research, Volume 33(1), March. Evans, Edward, NaLampang, Sikavas, VanSickle, John J. 2002. Near Term Prospects for the U.S. Sugar Industry. International Sugar Journal. 104/1238: Pp. 68 77. Govindasamy, R., J. Italia, M. Zurbriggen, and F. Hossain. 2002. Producer Satisfaction With Returns From Farmers‘ Market Related Activity, American Journal of Alternative Agriculture Govindasamy, R., J. Italia and D. Thatch. 2002. State Promotion of Rural Agriculture: The Case of the Jersey Fresh Marketing Program, Southwestern Economic Review. Govindasamy, R. and A. Adelaja. 2002. An Evaluation of Consumer Willingness to Pay for Organic Produce in the Northeast U.S., Agricultural and Resource Economic Review, 30. Govindasamy, R., J. Italia, M. Zurbriggen, and F. Hossain. 2002. Predicting Consumer Willingness-to-Purchase Value-Added Products at Direct Agricultural Markets, Journal of Food Products Marketing, 8:: 1-15. Govindasamy, R., and J. Italia. 2002. Farmers‘ Markets: Consumer Trends, Preferences and Characteristics, Journal of Extension, 40: http://www.joe.org/joe/2002february/rb6.html. Govindasamy, R., J. Italia and A. Adelaja. 2002. Predicting Willingness-to-pay for Integrated Pest Management Produce: A Logistic Approach," Agricultural and Resource Economics Review, 30 (2001): 151-159. Govindasamy, R. 2002. Characteristics of Frequent Buyers of Organic Produce in the Northeast U.S.: A Logistic Analysis," Journal of Food Distribution Research, March 33. Guenthner, J F, 2002. Consumer Acceptance of Genetically Modified Potatoes. Am. J. of Potato Res 79:309-316. Lyford, C., Ricks, D., Peterson, C., and Sterns, J. 2002. A Framework for Effective Industry Strategic Planning, Journal of Agribusiness. 20(2), Fall. Ricks, D., Sterns, J., and Woods, T. 2002. Customer Preferences for Michigan Apples: A Case Example of a Market Research Program for a Commodity Industry, Journal of Food Distribution Research. 33(1): 125-135. Uva, W.L. 2002. An Analysis of Vegetable Farms‘ Direct Marketing Activities in New York State. Journal of Food Distribution Research 33(1): 186-189. Wysocki, Allen F., Muruli, Robert , Morgan, Kimberly , Degner, Robert . 2002. A National Survey Of Publicly Funded Agricultural Marketing Programs. Journal of Undergraduate Research Trade Journals Cantliffe, Daniel J., VanSickle, John J.. 2002. Can Florida Compete with the Spanish and Dutch Greenhouse Industries: Part 2. The Tomato Magazine. 6/August: Pp. 8 11. Cantliffe, Daniel J., VanSickle, John J.. 2002. Can Florida Compete with the Spanish and Dutch Greenhouse Industries: Part 1. The Tomato Magazine. 6/ June: Pp. 11 12. Cantliffe, Daniel J., VanSickle, John J.. 2002. A Sleeping Giant, Can Florida Compete with the Spanish and Dutch Greenhouse Industries?. Practical Hydroponics and Greenhouses. 67: Pp. 30 32. Govindasamy, R. 2002. Farmers‘ Markets: They are Good For You. The New Jersey Farmer, p. 5 Govindasamy, R. 2002. Farms are Branching out, Capturing Roadside Crowd. The Philadelphia Enquirer, Camden County, CH 1, June 9. Govindasamy, R. 2002. Consumers May be Warming to Irradiation. The Packer On Line, January 29. Ricks, D., Rowley, C., and Woods, M. 2002. Tart Cherry Acreage in the United States Continues to Decline, The Fruit Growers News. 41(5), May. Ricks, D. 2002. Michigan‘s Tart Cherry Acreage and Production Trends, Michigan Farm News. 79(4), February. Ricks, D. 2002. Michigan‘s Changing Regions for Tart Cherry Acreage and Production, The Fruit Growers News. 41(1), January. Schotzko, R. T. 2002. How do Yield, Size, Grade, and Cullage Affect Returns? Good Fruit Grower, January 15, p. 17-18. Schotzko, R. T. 2002. A 105-million-box Apple Crop Is On the Horizon. Good Fruit Grower, March 1, p. 40-41. Uva, W.L., et. al. 2002. "Demanding Year Ahead NY Ag Outlook." American Agriculturist. February: 12-13. VanSickle, John J. 2002. Risk Management Research for Citrus. Citrus & Vegetable Magazine. 66/January: Pp. 30 31. VanSickle, John J. 2002. Buying a Synthetic Put. Citrus & Vegetable Magazine. 66/February: Pp. 50 51. VanSickle, John J. 2002. Watch the Market from Both Sides of the Page. Citrus & Vegetable Magazine. 66/March: Pp. 56 57. VanSickle, John J. 2002. Strategic Planning. Citrus & Vegetable Magazine. 66/April: Pp. 60 61. VanSickle, John J. 2002. Planning. Citrus & Vegetable Magazine. 66/May: 52 pg. VanSickle, John J. 2002. Off-Season Appraisals. Citrus & Vegetable Magazine. 66/July: Pp. 42 43. VanSickle, John J. 2002. Closing Out the Old, Focusing on the New. Citrus & Vegetable Magazine. 55/August: Pp. 42 43. VanSickle, John J. 2002. Risk Management and Pooling. Citrus & Vegetable Magazine. 66/September: Pp. 30 31. VanSickle, John J. 2002. Price Risk Management. Citrus & Vegetable Magazine. 66/November: Pp. 24 25. VanSickle, John J. 2002. Agri-nomics. The Florida Agri-Journal. II/5: 6 pg

Impact Statements

Improved industry decisions ( fruit/vegetable/organic/potatoes) regarding marketing orders, industry development initiatives, efficiency of distribution systems, promotion programs, evaluation of niche markets and differentiated products, size economies and participation barriers, adoption of programs to manage food safety risks.
Impacts of government migrant labor programs and policies, standards and trade tariffs on costs.
Results used in trade negotiations, trade policy development, evaluation of export opportunities & import competitiveness.

Date of Annual Report: 03/07/2005

Report Information

Annual Meeting Dates: 10/09/2004 - 10/13/2004
Period the Report Covers: 10/01/2003 - 09/01/2008

Participants

Adrian, John (jadrian@ag.auburn.edu)- Auburn University; Cook, Roberta (cook@ucprimal.ucdavis.edu) - University of California-Davis; Carman, Hoy (carman@primal.ucdavis.edu) - University of California-Davis; Toensmeyer, Ulrich (drt@udel.edu) - University of Deleware; Wysocki, Al (wysocki@ufl.edu) - University of Florida; Sterns, Jim (jasterns@ufl.edu) - University of Florida; VanSickle, John (vansickle@fred.ifas.ufl.edu) - University of Florida; Epperson, James (epperson@uga.edu) - University of Georgia; Fonsah, Greg (gfonsah@uga.edu) - University of Georgia; Guenthner, Joe (jguenthner@uidaho.edu) - University of Idaho; Woods, Tim (tawoods@uky.edu) - University of Kentucky; Hinson, Roger (rhinson@agcenter.lsu.edu) - Louisiana State University; Cheng, Ty (cheng@maine.edu) - University of Maine; Thornsbury, Suzanne (thornsbu@msu.edu) - University of Michigan; Govindasamy, Ramu (govindasamy@aesop.rutgers.edu) - Rutgers, The State University of New Jersey; Uva, Wen Fei (w132@cornell.edu) - Cornell University; Estes, Edmond (ed_estes@ncsu.edu) - North Carolina State University; Schatzer, Joe (joe.schatzer@okstate.edu) - Oklahoma State University; Kelly, Kathy (kmk17@psu.edu) - Pennsylvania State University; Brooker, John (jbrooker@utk.edu) - University of Tennessee; Hall, Charlie (ch@utk.edu) - University of Kentucky; Eastwood, David (dbeastwood@mail.ag.utk.edu) - University of Kentucky; Robinson, John (jcr@tamu.edu) - Texas A&M Univesity; Schotzko, Tom (schotzko@wsu.edu) - Washington State University; Hinman, Don (donald.hinman@usda.gov) - USDA AMS

Brief Summary of Minutes

Copies of the revised proposal were provided and the updates made to the proposal were also discussed. State reports were submitted by respective participants. Importance of joint publications and workshops was discussed. The membership list was mentioned and discussed about how more USDA representatives were previously involved. Discussions centered on how to get more agency involvement, including those involved with Situation and Outlook reports. Members were encouraged to send e-mails to those people who might be interested in participating in S 1019. All e-mail lists were updated. The Federal and State Marketing Improvement Program (FSMIP) was discussed as a potential funding source and the USDA-FSMIP program goes through the state agriculture departments for funding. Options were discussed for involvement in other meetings such as AAEA and WCC72. The group decided and planned to have a session at the WCC72 meeting in Las Vegas during June 2005. One changing competitive position was discussed at the meeting: "How do smaller operators remain competitive in the supply chain?"

Minutes Attachment:

Attachment

Accomplishments

Objective 1. To assess the evolution of Supply-Chain Management in the fruit and vegetable sector, identifying strategic organizational and marketing implications for diverse firms and specific commodity sub-sectors. Supply Chain Management The quality in the produce sector is closely linked to nature and the local embeddedness of supply chain management and it is used to examine the market segmentation and strategy development. The examples are apples, tart cherries, sweet corn, peaches, potatoes, and blueberries. With regards to New Jersey, Jersey Fresh Survey was conducted in 2004 January and one of the objectives focused on supply of fruits and vegetables directly from the farmers to the local stores or directly selling to the consumers at local town centers. This enables to reduce the cost of marketing and makes fresh produce available to the consumers at a lower price compared to supermarkets. And more over consumers were willing to buy directly from the farm during the summer. This creates the demand for and supply of value added products to the consumers as well as producers. According to the Current Research Information System (CRIS) of USDA, 22 current projects have been involving fruit and vegetable industry issues. These studies dealt with all facets of the fruit and vegetable value chain. The goals of the Apple Committee project are to evaluate the constraints facing Michigan's fresh apple industry and to work with the Michigan Apple Committee to identify some potential marketing/packaging strategies for the industry. At this point, the project analysis has been completed and is currently writing up the results. Besides the project identified, two potential new market opportunities (MSU food service and Central American holiday sales) were identified and worked with several retailers on how to better feature Michigan apples. The Michigan apple shipper's project results were presented at MAC Board Meeting and Michigan Apple Shippers committee meeting. And the members were very receptive and particularly wanted to pursue some more information related to the Central American market. In the fast few years the Michigan tart cherry industry has dealt with significant opportunities and challenges from increasing global expansion of trade to changes in environmental regulations that can place pressure on all phases of the supply chain. Available economic data and information regarding main competitors will be compared to assess the current situation of the industry and the perspective for future expansion. Survey of Michigan tart cherry processors is an on-going project that examines implications of climate change on future competitiveness of the Michigan tart cherry industry. Project results also provide information about aggregate economic, market (quality, standards and yields) and social factors for processors to use as a comprehensive planning tool for the future. Fruit and Vegetable Supply-Chain Management, Innovations, and Competitiveness survey report is available from November 2004 from New York State. Fresh Peach Market Research project is in progress and the survey collected information from consumer focus groups and telephone interviews with households in the Central New York region. The study evaluated how consumers perceive fresh peaches in contest with other fresh fruit available to them in the supermarket and determine market opportunities for premium locally grown (NY) "truly tree-ripened" peaches. The market for locally grown organic produce in the Northeast United States was examined by interviewing key agents throughout the supply chain. Price comparison and member survey data were analyzed to guide pricing and promotion strategies for Community Supported Agriculture (CSA) farms. These analyses resulted in an extension bulletin describing pricing and promotional strategies. Department of Applied Economics and Management, Cornell University continued risk management education with horticultural producers and working with USDA Risk Management Agency personnel, consultants and New York Dept. of Agriculture and Markets. Case studies and educational programs were developed to illustrate use of a new crop insurance product, Adjusted Gross Revenue-Lite program, around the state. Additional risk management tools were developed to assist growers evaluate and select appropriate risk management strategies for their farms. The Business Management and Marketing Education project of New York State has an overall goal of providing business planning and marketing education opportunities and enhance marketing education materials to improve marketing competency among industry members in horticultural industries and educators who work with these sectors. The project mainly deals with what factors and conditions are necessary in order for business and entrepreneurship education to lead to strategic change in small farms and rural areas considering value-added options as well as what information technologies hold the most promise for the marketing of value-added agricultural and food-based businesses. Initial findings of these questions addressed the development of educational materials and methods of dissemination, so that materials, programs and a series of digital video interviews on agriculture and food based businesses and a written set of lessons about business planning and marketing for agriculture and food-based businesses were developed. North Carolina State initiated an USDA project entitled "Marketing Systems Approach to Removing Distribution Barriers Confronting Small-Volume Fruit and Vegetable Growers". The researchers developed four common survey instruments that targeted specific clientele such as growers, wholesalers, extension agents, and marketing agents located in four states (North Carolina, Georgia, Kentucky, and Tennessee) and asked respondents to provide detailed information about their produce marketing supply chain practices and business relationships. Surveys participants were identified through public records and commodity association membership lists and included individuals and companies located in one of four states. The study on Fresh Produce Supply Chain Trade Practices concentrated on fresh produce trade practices and how products move in the value chain. The focus is distinction in trade practices among specific suppliers, geographic location, and products handled and the different marketing channels used to reach consumers. The main objective of this project is to study fresh produce trade practices and how products move in the value chain. The focus is on distinction in trade practices among specific suppliers, geographic location, and products handled and the different marketing channels used to reach consumers. The survey will be conducted among supply chain intermediaries in the U.S. Data collection will be complete by early April with preliminary analysis completed in May 2005. Supply chain alignment and shipping conditions have a substantial impact on produce supply chains, especially when these supply chains cross international borders. After harvesting, shipping conditions are the primary determinant of food quality for highly perishable commodities such as tomatoes and mangoes. The objective of this project (Cost-Benefit Analysis of New Shipping Technology Applied to International Tomato and Mango Supply Chains) is to identify potential improvements in the Puerto Rico and U.S. tomato and mango supply chains. A discrete-event simulation model is created to study and estimate the associated costs and benefits for each stage in a given supply chain. The discrete-event simulation model is designed to analyze overall supply chain performance as well as the cost-benefit impacts of changes made at any given stage. As the research is just beginning, only preliminary findings will be presented. Potential impacts The supply chain management analysis of the fruit and vegetable sectors stipulate industry and market development. The research and development on supply chain management provides useful information to select proper marketing distribution system and improve its efficiency. Analysis of data from marketing surveys gives insight information to understand the consumer purchasing behavior with these two sectors. This kind of versatile information will be more helpful in the process of appropriate market decision making. The project completed in 2004 provided more useful information to take right decisions towards the produce distribution system to the farmers as well as wholesalers. Business Management, Marketing education and training resources provides business planning, organization and knowledge of proper distribution. Producers can utilize the research surveys information to make use of effective supply chain management. Objective 2: To analyze the relative costs and competitiveness of fruit and vegetable sub-sectors, either regionally, nationally, and/or globally, using new and established analytical paradigms which incorporate theories from business schools and other fields. Competitiveness Several previous and present studies address fruit and vegetable industry concerns about pesticide use and food safety implications throughout the production and handling process. Effects of retail and wholesale consolidation on small scale and minority farmers and processors are addressed by several projects. NAFTA and other trade-related issues are analyzed to determine resulting impacts on U.S. fruit and vegetable industry channel members. Other projects include research of new policy reforms, including specialty crop risk management products and the effects on producers. Economists and biologists are collaborating on determining consumer and processor acceptance of new value-added produce, especially to improve quality and integrity of products throughout the handling process. The economic and social analysis of consumers in New Jersey focused on local produce verses non-local produce. Most of the consumers are willing to buy local produce and are concerned about freshness and agro-terrorism. This encourages the local farmers to produce more varieties of fruits and vegetables in view of non-local produce competition and the choice of the consumer. The economic analysis of blueberries in Georgia was carried out to estimate the total cost of cultivation for different types of berries and determine the profitability using risk-rated method. Surveys were conducted to gather the information from various sources like farmers, extension specialists, and vendors of agricultural inputs such as equipment, fertilizers and pesticides. The final report will be more useful to the producers to estimate the profitability of berries production. The project "Banana Production and Marketing in Georgia" targeted to investigate the possibility of growing bananas in sub-tropical areas for the United States niche and ethnic markets. Since the U.S. is the largest consumer and importer in the globe, the positive viability of growing bananas will save a lot of foreign exchange as well as reduce the unit price to the United States. This study will also provide information to the Green Industry. The Fruit and Vegetable study of Georgia provides the trend of the fruit and vegetable markets and prices. The study also covers domestic, regional and international markets, respectively. The project entitled "Trade Regulations and Technical Barriers to Trade" is aimed at investigating regulations that might directly or indirectly affect domestic, regional and international market and price trends for Georgia fruits and vegetables in particular and the U.S at large. This project was aimed to investigate Georgia market potentials for fruits and vegetables into the Caribbean basin region. Results of the study indicated the Caribbean Basin is a potential market for Georgia fruits and vegetables and the U.S. vegetable industry at large. Michigan State University's USDA projects involved a broad perspective regarding the research priority needs for many relevant disciplines including both technical research and research on economics and marketing aspects of major fruits in States including Washington, Oregon, New York, Pennsylvania, etc. Many important industry issues were considered and analyzed with this industry council along with possible strategies to aid the industry in dealing with these issues and problem areas. Some of these important industry issues and problem areas which were considered and analyzed during this past year included: (1) grower and processor pricing issues along with industry implications and alternative strategies, (2) issues related to the industry's federal marketing order program and the interrelationships of this program with other industry programs such as on demand expansion, research needs, USDA purchases, import competition and exports, (3) some possible new industry-wide programs and organizations, (4) demand expansion efforts by the industry such as for growth in domestic markets, new uses, and expanding new and established export markets, (5) funding dangers for MSU extension and research, (6) legal challenges to industry generic promotional programs and possible alternative industry strategies, (7) a new improved crop insurance program for the tart cherry industry including the relationship of crop insurance to the industry's marketing order, (8) adapting USDA conservation programs for tree fruit crops including tart cherries, and (9) improving industry information on orchard acres and ages, sales and inventories by product category, exports by product type and new market opportunities. Agritourism is an essential component to create direct marketing opportunities in fresh fruits and vegetable sales in Indiana State. It creates value added products sale to the farmers and provide the same to the consumers. Purdue University, Departments of Horticulture & Agricultural Economics and the Indiana Agricultural Statistics Service distributed 1,100 surveys to fruit growers in January 2005. Surveys are still being collected with data analysis to begin in April 2005. Preliminary data will be presented at the July 2005 meeting. Potential Impacts The economic analysis of crops will be useful to estimate the cost of the final produce and viability in the competitive market. The cost estimation methods find the feasible solutions to reduce the produce cost. In the competitive environment selling any produce at lower price is essential to attract consumers. At the same time, producers needs to know the estimated cost of production. Possibilities to investigate any crop production in a particular area provide more income to the state and reduce the cost of the product. It also reduces the import burden on a country and reduces the transportation cost burden on the consumer. The fruits and vegetable study is very useful to find consumer and market behavior. Producers, processors and distributors alter their policies towards the consumers' choices. These market studies are useful in the decision making process. Consumers benefit from a more efficient production-marketing system and improved government policies and regulation resulting in an increased availability of safe, high quality fruits and vegetables at affordable prices. More specifically, export and import information and studies are helpful to the producers and distributors to find the new products and new markets nationally and internationally. In the long run, domestic and foreign consumer tastes and preferences as well as reactions to environmental impacts of the production-marketing system will be documented. Knowledge gained from such research signals changes in product form and changes in production, processing, and distribution methods while providing government agencies with important input for policy and regulatory changes. Objective 3: Develop demand models for the produce sector that can be used to evaluate trade, commodity marketing programs, labeling programs, traceability systems, and structural changes in the U.S. produce markets. Demand Models Changes in consumer preferences and perceptions are studied with respect to fruit and vegetable demand. Researchers from fruit-producing states continue to explore new opportunities with fresh cut fruit products. Research and extension professionals are continuing to develop outreach documents and training programs to assist with legal, structural, marketing and other business issues for small producers and processors. In New Jersey, activities carried out on fruits and vegetables include projects such as demand for Jersey Fresh produce, estimation of ethnic produce demand and consumer perceptions about genetically modified produce in the United States, Korea and China. These consumer mail surveys were conducted during years 2003 and 2004. Returns to Investment Analysis on State Agricultural Promotional Program showed quite interesting results in terms of the state marketing program in New Jersey. In 1984, the Jersey Fresh program was implemented by the New Jersey Department of Agriculture and was the first state-funded marketing campaign for agricultural products produced in New Jersey. In an effort to increase the demand for New Jersey farm products, this program was designed to increase consumer awareness of the state's agricultural products as well as to encourage food retailers to promote Jersey Fresh products. This program was funded by USDA's Federal-State Marketing Improvement Program and the New Jersey Department of Agriculture. For every dollar spent on the Jersey Fresh Promotional Program through 2000, New Jersey's agricultural fruit and vegetable sector revenues increased by $31.54. The additional economic activity created in the agricultural industry also had impacts on other parts of the economy, namely agricultural suppliers and service providers. In fact, each dollar spent on Jersey Fresh promotion resulted in an additional $22.95 of sales in agricultural support industries and other related industries. In total, each dollar spent on Jersey Fresh promotion resulted in $54.49 of increased economic output in the State. These Studies reflected consumers concern about fresh produce, willingness to pay for quality produce. According to the survey of Jersey Fresh, more consumers were willing to pay for fresh produce. At present ethnic consumer survey data is being compiled and preliminary results will be available by the end of spring 2005. The New York study is designed to assess the incidence of sauerkraut product use in several product categories along with demographic and geographic variables. The mail survey conducted in 2003 with 2,500 consumers in Northeast and Midwest metropolitan areas and a taste panel of 80 consumers to provide a measure of the viability of new sauerkraut blend product concepts as developed by the Food Science Department at the Geneva Experience Station and identify potential consumer segments to target marketing effort. The preliminary results were presented at the 2004 Empire Fruit and Vegetable Grower Expo in February 2004, and now the final report is available. Northeast Organic Network (NEON) project created enterprise budgets for selected organic crops on participating local farms and used these budgets to highlight key farm practices and traits, as well as analyzing costs and profitability by comparing and contrasting different practices for the same crops across different farms. Enterprise budgets for 11 (Asian greens, beets, carrots, garlic, lettuce, onion, parsnip, strawberry, string bean, tomatoes, winter squash) vegetable and small fruit crops and five (corn, hay, soy, spelt, wheat) grain crops, using data from nine local farms over two growing seasons (2002, 2003). Market Performance in the Tomato Industry of Colorado analyzed the price behavior and geographical market integration of major NAFTA trading partners in the tomato industry. A study in Colorado focused on market potential for value-added enterprises by farmers and ranchers. Past activities related to marketing to chefs in Northern Colorado, new product development by beef producers on the West Slope and retailing is now resulting in publications. This year, research in this area became more closely connected to the rural development. Michigan State is the leading producer of Tart Cherries, Blueberries and Cucumbers for pickling. The Michigan State University works with fruits and vegetable industries for market innovation and demand assessment. The focus of the study in Maine is mainly to assess market trends and potentials for fruit and vegetable industry and to assess consumer demand and consumption of fruit and vegetable products relevant to Maine and the Northeastern region. The other project survey completed to study the consumer attitudes, perceptions, and behavior toward locally grown farm products and the farmers' markets in Maine. Finally, the study results provide information about the market segment mostly to purchase at the farmers' markets and product assortments for the markets. A project completed a work on the effect of changes in production on prices in the northeastern America potato production region. The region includes Maine, Prince Edward Island, Quebec, and New Brunswick. A mail survey was completed towards small food producers on their interest in a shared-use kitchen and storage facilities in Maine. Louisiana State updated vegetable crop budgets namely, 20 crops, and 38 situations. The Strawberries information was collected in the Louisiana market. The focus was consumer preferences for selected retail product attributes. The attributes were origin/brand, price, pesticide strategy, and container. Using conjoint analysis, preliminary analyses were conducted. A second facet of the study was analysis of print advertising by retailers, collected from newspapers, free-standing inserts, and direct mailings. The final phase of the study was to elicit opinions of produce managers in retail grocery stores. Potential Impacts Studying demand models are essential part in agricultural produce business and which would be more useful while controlling supply over the periods. Market surveys provide more information about consumer demand and their tastes towards particular products. These demand models deal with consumers demographics, social and cultural values and in turn these will be more useful to the producers and policy makers to mold their produce towards consumer demand. The studies on market trends are important to fruit and vegetable industry and assessment of consumer demand and consumption of fruit and vegetable products are relevant to producers and distributors. The surveys dealing with consumer attitudes, perceptions, and behavior toward locally grown farm products are essential to promote the local fresh produce and it encourages the local producers, business communities and employment opportunities to be efficient. More specifically, consumer and marketing research provide for systematic evaluation of changes in long-term domestic and foreign consumer tastes and preferences as well as reactions to environmental impacts of the production-marketing system. Knowledge gained from such research signals changes in product form and changes in production, processing, and distribution methods while providing government agencies with important input for policy and regulatory changes. Planned Work As discussed in the annual meeting, members will continue to have joint publications and conduct workshops. The projects dealing with supply chain management will try to reduce the cost of overheads using the innovative technologies. Most projects implimented by members will involve collaboration among regional industries, agencies and commodity groups. A session is being proposed on Produce Supply Issues and Challenges at the 2004 Annual Meeting of the WCC-72. Four papers are being proposed for the presentation which has potential to get published in the Journal of Agricultural and Applied Economics. Majority of the project results are being implemented in the field of supply chain management, trade and competition. Extensive new programs and developmental activities are being planned in conjunction with existing outreach programs. Healthy marketing environment is being planned to avoid unfair trade practices in the North America due to the issues in the competitiveness. The new research will continue in the areas of competitiveness, marketing and supply chain to promote the quality agricultural produce and adding value to the existing products. Research from the S 1019 (old S-222) project will continue to be published in the major agricultural economics and horticulture journals. The committee intends to maintain its close relationship with the Food Distribution Research Society, the International Horticulture Society, and related regional research groups, such as WCC-72 (Agribusiness and Competitiveness) and NEC-165 (Food Marketing). Joint symposia are being explored with each of these groups.

Publications

Regional: Cheng, Hsiang-tai, 2004. Maine's Position in the Northeastern America Potato Production Region. Report prepared for the Research and Product Development Committee, Maine Potato Board. 12 Feb. 2004. Eastwood, D., J. Brooker, C. Hall, E. Estes, T. Woods, J. Epperson, and F. Stegelin. 2004. A Marketing Systems Approach to Removing Distribution Barriers Confronting Small-Volume Fruit and Vegetable Growers. Southern Cooperative Series Bulletin (SCSB) 403, 91 p. (http://web.utk.edu/~brooke00/RESEARCH/SCSB_TN_s222.pdf). Cook, Roberta, "Transgenic Produce Slow to Enter Evolving Global Marketplace", California Agriculture, April-June 2004, Vol. 58:2, pp. 82-83. Thilmany, D. and P. Watson. "The Increasing Role of Direct Marketing and Farmers Markets for Western US Producers." Western Economics Forum 3(December 2004). State, Station or Agency: Cheng, Hsiang-tai, 2004. Maine's Position in the Northeastern America Potato Production Region. Report prepared for the Research and Product Development Committee, Maine Potato Board. 12 Feb. 2004. Escalante, C., Archie Flanders Esendugue Greg Fonsah, Curt Lacy, John McKissick, George Shumaker, Don Shurley, Forrest Stegelin, Nathan Smith and Fred White. 2003 Georgia Farm Outlook And Planning Guide, Department of Agricultural and Applied Economics, University of Georgia, AGECON-03-80. Eastwood, D., John Brooker, C. Hall, E.A. Estes, James Epperson, & T. Woods. "A Marketing Systems Approach to Removing Distribution Barriers Confronting Small-Volume Fruit and Vegetable Growers", Southern Cooperative Series Bulletin 403, University of Tennessee Agricultural Experiment Station, Knoxville, Tennessee, http://cals.ncsu.edu/saaesd/scsb/list/2000.htm, August 2004, 110 pages. Fonsah, E.G (2003) "Fresh Market Vegetable Outlook". In: Georgia Vegetable Extension-Research Report 2002, Cooperative Research-Extension Publication No. 5-2003, The University of Georgia, College of Agricultural & Environmental Sciences, pp. 119-124. Fonsah, E. G. (2003) "Vegetable Wholesale Price Trend" In: Georgia Vegetable Extension-Research Report 2002, Cooperative Research-Extension Publication No. 5-2003, The University of Georgia, College of Agricultural & Environmental Sciences, pp. 125-132. Fonsah, E.G (2003). The Caribbean Basin Markets: New Opportunity for Georgia Fruits and Vegetables. Cooperative Extension Service, Agricultural and Applied Economics, The University of Georgia College of Agricultural and Environmental Sciences, AGECON-03-86, August 30. Fonsah, E. G., (2004) "Fruits and Vegetables Situation Trend" In: Georgia Economic Outlook 2004. Selig Center For Economic Growth, Terry College of Business Publication, The University of Georgia. Fonsah, E. G (2004) "Country of Origin (COOL): What it Means to the Fruit and Vegetable Industry". Georgia Extension Vegetable News, Cooperative Extension Service, The University of Georgia, College of Agricultural & Environmental Sciences, Vol. 4, No. 3. pg. 3 (Also see www.ugaveg.org). Fonsah, E. G (2004) "A Decade Of Vegetable Production and Price Outlook". Georgia Vegetable Extension-Research Report 2003, Cooperative Research-Extension Publication, The University of Georgia, College of Agricultural & Environmental Sciences (In press). Fonsah, E.G. (2004) "The Economics of Growing Vegetable Transplants in a Greenhouse" In: Commercial Production of Vegetable Transplants, Extension Bulletin 114B2003, Department of Horticulture, University of Georgia. Fonsah, E.G. (2004) "The Economics of Growing Vegetable Transplants in a Greenhouse" In: Commercial Production of Vegetable Transplants, Extension Bulletin 114B2003, Department of Horticulture, University of Georgia. Fonsah, E. G. (2004) "Changing Trend In Consumer Vegetable Preference: Opportunities and Challenges" Georgia Vegetable Extension-Research Report 2003, Cooperative Research-Extension Publication, The University of Georgia, College of Agricultural & Environmental Sciences In press). Govindasamy, R., B. Schilling, K. Sullivan, C. Turvey, L. Brown and V. Puduri. "Returns to the Jersey Fresh Promotional Program - The Impacts of Promotional Expenditures on Farm Cask Receipts in New Jersey," Food Policy Institute Report RR-0404-006, March 2004. Outreach/Industry Publications Estes, E.A., T. Kleese, and L. Lauffer. "North Carolina Organic Vegetable Production Cost Study". ARE Research Report No.31, Department of Agricultural and Resource Economics, North Carolina State University, Raleigh, NC, 38 pages, June 2003. Thilmany, D and Adrian Card, "Market Fresh", Colorado Agricultural Experiment Station Annual Report. 2004. Thilmany, D., "Farmers Markets in Colorado and the Western US", Southwest Marketing Network Newsletter, December 2004. Thilmany, D., "Farmers Markets and Direct Marketing: Opportunities for Colorado Producers", ABM Update, Vol. 1 September 2004. Thilmany, D and K. Pepinsky, "AMR 04-03. Direct Marketing Agricultural Producers to Restaurants", The Case of Colorado Crop to Cuisine. September 2004. 9 pp. Thilmany, D. ,AMR 04-02. Farmers Markets and Direct Marketing for Colorado Producers. September 2004. 4 pp. Cook, Roberta., "Supply, Demand, and Structural Issues Affecting the Vegetable Seed Industry," Syngenta, Ladera Ranch, California, November, 18, 2004. Cook, Roberta, "Economic Trends in the California Fresh Vegetable Industry," United Farm Workers, Campus, November 12, 2004. Cook, Roberta, "Current Trends in the Marketing Of Fresh Produce," PLB 172, Campus, November 10 2004. Cook, Roberta, "Trends in Marketing Fresh Produce and Fresh-cut Value-Added Products," UNEX/UC Davis Fresh-Cut Products: Maintaining Quality and Safety Short Course, Campus, September 16, 2004. Cook, Roberta, "Trends in U.S. Fresh Produce Marketing," Keynote Speaker, California Fresh Produce and Floral Council, Oakland, California, September 13, 2004. Cook, Roberta, "International Trade in Specialty Crops," DC Ag Leadership Fellows, Campus, August 13, 2004. Cook, Roberta, "The Emerging N. American Greenhouse Tomato Industry Changes Dynamics in the Fresh Tomato Industry," Mexican Greenhouse Producer Association 5th Annual Congress (AMPHI), Guadalajara, Mexico, July 28, 2004. Cook, Roberta, "Greenhouse Tomato Industry Marketing Challenges and Outlook Panel," Mexican Greenhouse Producer Association 5th Annual Congress (AMPHI), Guadalajara, Mexico, July 30, 2004. Cook, Roberta, "Fresh Produce Marketing: New Challenges and Opportunities," UFFVA Leadership Fellows, Campus, July 16, 2004. Cook, Roberta, "Consumer Issues in Quality and Safety," UCD Postharvest Technology Short Course, Campus, June 25, 2004. Cook, Roberta, "The U.S. Fresh Produce Industry: An Industry In Transition," UCD Postharvest Technology Short Course, Campus, June 25, 2004. Cook, Roberta, "Tendencias Internacionales en la Producción, Consumo y Distribución de Frutas y Verduras," Agritrade, Guatemala City, Guatemala, March 24, 2004. Cook, Roberta, "California Agribusiness Executive Seminar," Director and case writer and presenter, Coalinga, California, March 7-9, 2004. Cook, Roberta, "The Emerging N. American Greenhouse Industry Changes Dynamics in the Fresh Tomato Industry," North American Tomato Trade Working Group (NATTWG) and California Tomato Commission Annual Conference, Cabo San Lucas, Mexico, February 11, 2004. Cook, Roberta, "Drivers Affecting the Ca. Fresh Produce Industry," and Panel on "The Current Economic Scene," California Agricultural Leadership Program Seminar, Class 34, Davis Campus, January 16, 2004. Cook, Roberta, "Marketing Trends and Their Implications for Lake County Growers and Shippers," Solutions for Today's Farmers Conference, Kelseyville, California, January 10, 2004. Cook, Roberta, "Becoming Certified: Evaluating the Organic Option," Solutions for Todays Farmers Conference, Kelseyville, California, January 10, 2004. Cook, Roberta, "Globalization and Fresh Produce Marketing: Challenges and Opportunities," Keynote Address to the Annual Meeting of the Yuma Fresh Vegetable Association, Yuma, Arizona, December 4, 2003. Cook, Roberta, "Global Fruit and Vegetable Consumption and Marketing Trends," USA Pears Wholesale-Retail Buyer Conferences in Guadalajara and Mexico City, México, November 17 and 18, 2003. Cook, Roberta, "The Avocado Market: A Growth Market In a Mature Food Industry," Avocado Brainstorming 03 International Conference, Ventura, California, October 31, 2003. Cook, Roberta, "Current Trends In Marketing Fresh Produce," for PMA 2003 Asian Produce Distribution Group, Davis Campus, October 29, 2003. Cook, Roberta, "Forces Driving Change in Fresh Produce Marketing: Implications for Avocados," Keynote Address for the Avocado Society Annual Meeting, Ventura, California, September 20, 2003. Cook, Roberta, "Trends in Marketing Produce and Fresh-cut Products," UCD Fresh-Cut Short Course, Campus, September 9, 2003. Cook, Roberta, "Marketing Apples in a Global Environment: Challenges and Opportunities," Rabobank conference on Pipfruit Marketing, Hawke's Bay, New Zealand, July 30, 2003. Cook, Roberta, "Globalization and Fresh Produce Marketing: Challenges and Opportunities (Keynote Address)," Produce Plus Conference, Auckland, New Zealand, July 28, 2003. Cook, Roberta, "Globalization and Fresh Produce Marketing: Challenges and Opportunities," United Fresh Fruit and Vegetable Association (UFFVA) Fellowship Program, Campus, July 24, 2003. Cook, Roberta, "Drivers of Change Affecting Agriculture in Monterey County: Value-Added Strategies," Monterey County Cluster Event, Salinas, California, July 16, 2003. Cook, Roberta, "Consumer Issues in Quality and Safety," UCD Postharvest Technology Short Course, Campus, June 20, 2003. Cook, Roberta, "Blueberry Outlook, Marketing Trends and Issues for California Blueberry Growers," UC Blueberry Field Day, Kearney Ag Center, May 15, 2003. Cook, Roberta, "Globalization of Food Retailing Presents Challenges and Opportunities to Ag Suppliers," Science Based Information in Support of Sustainable Agriculture and Organic Production Conference, Campus, May 1, 2003. Cook, Roberta, "Global Retailers Enhance the Effects of Food Industry Globalization: Get Ready!," Rural Appraiser's 2003 Spring Ag Outlook Forum, Sacramento, California, April 25, 2003. Cook, Roberta, "The North American Greenhouse Tomato Industry - 2003 Market Outlook," N. American Tomato Working Group (NATTWG), Whistler, Canada, April 23, 2003. Cook, Roberta, "Marketing Fresh Produce in a Consolidating Food Distribution System: Implications for Strategies, Promotion and Consumer Demand," Seminar for the UCD Center for Advanced Studies in Nutrition and Social Marketing, Campus, April 1, 2003. Cook, Roberta, "The Consolidating US Food Distribution System: Implications for the Fresh Cherry Industry," UCD Cherry Industry Short Course, Stockton, California, March 27, 2003. Cook, Roberta, "World Pear Outlook and Implications for the California Industry," Pear Advisory Board of Directors Retreat, Napa, California, March 7, 2003. Cook, Roberta, "Marketing Apples in a Global Environment: Challenges and Opportunties," Mid-Valley Association's California Apple Symposium, Stockton, March 6, 2003. Cook, Roberta, "The Globalization of Retailing: Implications for Agricultural Producers," Northwest Farm Credit System Executive Producer Roundtable Spokane, Washington, February 7, 2003. Cook, Roberta, "Consumer Food Trends," Purdue University Short Course for the Seed Industry, Indianapolis, Indiana, February 5, 2003. Cook, Roberta, "Drivers Affecting the California Fresh Produce Industry," Ag Leadership Class, Campus, January 10, 2003. Sheils, C. et. al. 2004. "Harvesting Change - A Planning Workbook for Apple Growers". NY FarmNet. Dept. of Applied Economics and Management, Cornell University, Ithaca, New York. Uva. W.L. 2004. "Sweet Corn Marketing Channels In New York State - A New York Sweet Corn Grower Survey" RB 2004-05. Dept. of Applied Economics and Management, Cornell University, Ithaca, New York. Cuellar, S. and W. Uva. 2004. "Marketing and Merchandising Practices for Fresh Sweet Corn in Supermarkets - Challenges and Opportunities for the New York State Fresh Sweet Corn Industry". RB 2004-06. Dept. of Applied Economics and Management, Cornell University, Ithaca, New York. Uva, W.L., G.B. White. 2004. "Adjusted Gross Revenue - Lite Crop Insurance Program Case Studies" http://hortmgt.aem.cornell.edu/programs/riskmgt.htm Refereed Conference Proceedings Benjamin, O., R Govindasamy, W Hallman, Ho-Min Jang, and Puduri V., "Consumer Acceptance of Genetically Modified Foods in Korea: Factor and Cluster Analysis." Joint 2004 Northeast Agricultural and Resource Economics Association and Canadian Agricultural Economics Society Annual Meeting Halifax, Nova Scotia, Canada, June 20-23, 2004. Estes, E. A. "Using a Greenhouse Tomato Crop to Recover Bio-Resources from Swine Waste: Economic Analysis", invited poster presentation at the American Farm Bureau Annual Conference held in Honolulu, Hawaii, January 2004. Estes, E.A. "Supply Chain Management Principles at Work in the Wholesale Peach Industry". Proc. of the Southeastern Peach Convention, Gregory Reighard, Clemson University (editor) Savannah, GA, pages 24-26, August 2003. Fonsah, E.G. (2003) "Export Potentials for Georgia Fruits, Vegetables And Nuts: A Case Study of The Caribbean Basin Markets". In: Proceedings of the 2003 Southeastern Regional Vegetable Conference, Savannah Civic Center, January 10-12, pp. 19-24. Fonsah, E. G. (2003) "Specialty Crops Situation and Outlook". 2003 Southern Region Agricultural Outlook Conference Proceedings, September 29 - October 1. http://www.ces.uga.edu/Agriculture/agecon/workshops/2003con/Sroc2003.htm Fonsah, E.G. (2004) "How to Determine Your Break Even Cost in Grape Production" Submitted: Proceedings of the 2005 Southeast Regional Vegetable Conference, Savannah International Trade & Convention Center, Savannah, Georgia, January 7-9, 2005. Fonsah, E.G. (2004) "Domestic Versus Foreign Market Opportunities: Which Route To Take?" In: Proceedings of the 2004 Southeast Regional Vegetable Conference, Savannah International Trade & Convention Center, Savannah, Georgia, January 9-11, 2004, pp. 47-54. Govindasamy, R., Turvey C., and Puduri V., "The Influence of Agro-terrorism on Consumers - Preference for Locally Grown Products: A Case-Study from New Jersey", The 2004 Conference of the Food Distribution Research Society, at the Inn at Morro Bay Morro Bay, California, October 10-13, 2004. Govindasamy, R., and Puduri V., "Consumer Preferences towards Integrated Pest Management Produce." 2004 Annual Meeting of Northeastern Branch-American Society of Agronomy-Soil Society of America, Rutgers EcoComplex, Bordentown, New Jersey, USA, July 11-14 2004. Govindasamy, R., Benjamin O., Hallman W., Ho-Min Jang, and Puduri V., "Public Approval of Plant and Animal Biotechnology In Korea: An Ordered Probit Analysis". Joint 2004 Northeast Agricultural and Resource Economics Association and Canadian Agricultural Economics Society Annual Meeting Halifax, Nova Scotia, Canada, June 20-23, 2004. Cook, Roberta,, "Supermarket Challenges and Opportunities for Fresh Fruit and Vegetable Producers and Shippers: Lessons from the US Experience," Paper presented at the Conference on Supermarkets and Agricultural Development in China Opportunities and Challenges, Shanghai, China, May 24, 2004, http://ucce.ucdavis.edu/files/datastore/234-240.pdf. Cook, Roberta, "Trends in Global Fruit and Vegetable Production, Demand and Trade: Emphasis on the United States," 23rd World Union of Wholesale Markets Conference, Lisbon, Portugal, October 6, 2003. Uva, W.L. 2004. "Strategies for Selling at the Competitive Produce Market". 2004 Southeast Regional Fruit & Vegetable Convention. January 9, 2004. Refereed Journal Acheampong, Y.J., J.E. Epperson, T.A. Park, and L.F. Gunter. 2004. Profitability Adjustment Patterns in International Food and Consumer Products Industries. Agribus. Int. J., 20(1): 31-43. Bhuyan, S., H. Stewart, R. Govindasamy, F. Hossain, and A. Adelaja. "Satisfaction Evaluation of Food-Away-From-Home Choices by Consumers," Journal of Food Distribution Research. 34(2003): 7-12. Costa, E.F., K. Wolfe, and J.E. Epperson. 2004. The Consumers of Vidalia Onions. J. Food Products Mkting., 10(4), forthcoming. Estes, E.A. "Tomato Wars: A Discussion of How International Trade, Structural Changes, and Competitiveness Affect the North American Produce Industry". Journal of Applied and Agricultural Economics, Vol. 35(2): pages 313-320, August 2003. Eastwood, D.B., J.R Brooker, E.A. Estes, and T.R. Woods. "A Marketing System Approach to Removing Distribution Barriers Confronting Small-Volume Fruit and Vegetable Growers". Journal of Applied and Agricultural Economics, Vol. 35(2): pages 297-304, August 2003. Fonsah, E.G (2002), "Integrated Quality Control Management Strategies in Banana Production, Packaging and Marketing". In: Journal of Food Distribution Research, 34(1), March 2003, pp. 99-106. Fonsah, E.G, G. Krewer and M. Rieger (2003) "Banana Cultivars Trial for Fruit Production, Ornamental Landscape Use and Ornamental Nursery Production in South Georgia" Journal of Food Distribution Research, Vol. 35(1), pp. 86-92. Govindasamy, R., J. Italia, M. Zurbriggen, and F. Hossain. "Producer Satisfaction With Returns From Farmers' Market Related Activity," American Journal of Alternative Agriculture, 18(2003):80-86. Hossain, F., R. Jain and R. Govindasamy. "Financial Structure, Production and Productivity: Evidence from the U.S. Food Manufacturing Industry," Agricultural Economics, 2004. (Accepted) Cook, Roberta, and Timothy Woods "A Path Dependency and Cluster Competitiveness Framework to Examine Regional Marketing Systems and Conflicts," Journal of Agricultural and Applied Economics, 35(2), August 2003. Schuzzler, A., R. Govindasamy, and A. Adelaja. "A Comparative Evaluation of Organic Produce Consumers in New Jersey to New York and Pennsylvania," Journal of Food Distribution Research. 34(2003): 153-162. Thilmany, D. "Direct Food Marketing to Restaurants through Existing Farmer's Market Alliances: The Case of Colorado Crop to Cuisine." Review of Agricultural Economics. 26(September 2004) 404-17. Book Chapters Fonsah, E.G (2003) "Economics of Sustainable Vegetable Production" In: Vegetables: Growth-Nutrition-Quality, Edited by Dr. Ramdane Dris, The Haworth Press, Inc. (In Press). Cook, Roberta,, Hoy Carman and Rich Sexton, "Marketing California's Agricultural Production," Chapter 4 in California Agriculture: Issues and Challenges, Giannini Foundation, University of California Division of Agriculture and Natural Resources, 2004, pp. 89-119.