S1067: Specialty Crops and Food Systems: Exploring Markets, Supply Chains and Policy Dimensions

(Multistate Research Project)

Status: Inactive/Terminating

Project Menu

SAES-422 Reports

Annual/Termination Reports:

[12/01/2016] [12/11/2017] [01/01/1970] [12/16/2019]

Date of Annual Report: 12/01/2016

Report Information

Annual Meeting Dates: 10/02/2016 - 10/02/2016
Period the Report Covers: 10/30/2015 - 09/30/2016

Participants

Jill McCluskey (Washington), Marco Costanigro (Colorado), Kynda Curtis (Utah), Catherine Durham (Oregon), Esendugue Greg Fonsah (Georgia), Ramu Govindasamy (New Jersey), Lisa House (Florida), Kathy Kelley (Pennsylvania), David Lamie (South Carolina), Kim Morgan (Virginia), Dawn Thilmany (Colorado), Margarita Velandia (Tennessee), Lurleen Walters (Mississippi), Tim Woods (Kentucky), and Lydia Zepeda (Wisconsin).

Brief Summary of Minutes

The meeting was called to order by Jill McCluskey at 10:00 a.m.

The minutes from last meeting in Philadelphia, October 2015, were approved.

Introductions and State Reports. Each member reported on their activities (comments below are brief summaries).

Kathy Kelly reported for Stan Ernst who recently joined the faculty at Penn State as an instructor with a 100% teaching appointment. He is looking at handling practices in the food supply chain on leafy greens. He has also be studying consumer attitudes, knowledge, practices with a variety of food system stakeholders.

Kathy Kelly (Penn State), Brad Rickard (Cornell) and Ramu Govindasamy (Rutgers) continue wine market research in the mid-Atlantic region. In addition to their collaboration, they have two graduate students on the project.

Margarita Velandia from University of Tennessee has a blend of Research and Extension activities, and she started with discussion of her outreach with farmers markets, in collaboration with Tim Woods (University of Kentucky). Virginia Tech, the University of Kentucky and the University of Tennessee are collaborating on case studies of fruit and vegetable producers. A food hub feasibility study was completed, with a recommendation to not fund the hub. She was involved in a willingness to pay study for Tennessee with Dave Hughes (formerly of Clemson University). She worked with Tom Marsh (Washington State University) on biodegradable mulches with a focus on adoption by producers, but will also to estimate consumer WTP.

Kim Morgan from Virginia Tech is an Extension faculty member, and most of her work is outreach oriented, including Beginning Farmers, Market Ready (with Tim Woods).

Lisa House from University of Florida is new to the group, but has done research on fruits and vegetable marketing all her career. Her primary focus is on fresh produce, labeling (production method, state of origin), and works on citrus which is unique to Florida. She worked with Greg Fonsah (University of Georgia) on Muscadine grapes and the acceptance of different genetic and breeding practices. Joshua Berning (University of Georgia) and Lisa House proposed a project on food safety training in farmers markets.

Lydia Zepeda from University of Wisconsin-Madison is finishing up mobile market and food pantry cooperative agreement with USDA AMS focused on demand for fresh produce. She recently finished a survey of Dane County farmers market and working on study with Second Harvest on those who are food insecure.

Jill McCluskey (WSU) served as President of AAEA this past year, so research was impacted a bit, but really led her to grow her government relations role in this research space, which connects with this group. A special issue of Applied Economics Perspectives and Policy will look at Priorities and Solutions for future research, and she will lead the consumer article, and may integrate work from our group. She is looking at commercialization of new crop varieties with Karina Gallardo (from WSU) and Brad Rickard (at Cornell). She is studying sustainable wines with a doctoral student, and another student is looking at how the number of American Viticultural Areas in a region impact wine prices. She is working with Cathy Durham (Oregon State) on organic beer (hops is a fruit.) She is working on local foods with Phil Watson and Aaron Johnson of University of Idaho.

Marco Costanigro is writing a policy piece on the pros and cons of process labeling, joint with collaborators Kent Messer (University of Delaware) and Harry Kaiser (Cornell). He is actively collaborating in two projects exploring consumers’ beliefs and expectations within choice models. The first project is with Yuko Onozaka at the University of Stavanger (Norway). The second project is with Gabriele Scozzafava at the University of Florence (Italy). He is trying to explore how introducing labels may restructure beliefs about products that exist. Another area of ongoing research (Marco Costanigro and Becca Jablonski) is the assessment of how consumers’ negative perceptions of nascent wine regions may lower willingness to pay for Colorado wines. Finally, a project with Brad Rickard (Cornell University) to examine the effect of laws on where wine can be sold, and it is varied across states.

Kynda Curtis (Utah State) is working on food-based agri-tourism. On fruits and vegetables, she is doing price collection and comparison work across market channels. She continues work on Farm-to-Fork projects. She recently submitted grant proposals on tourism on Native American reservations and with sourcing of local foods by national park gateway communities.

Cathy Durham (Oregon State University) is working with James Stearns on organic wine, particularly labeling and American Viticultural Areas (AVAs). She works at the Food Innovation Center in cooperation with industry partners. She is working on a “crop-up” project, partnering with restaurants to introduce these pop-up meals patrons to specialty crops. She developed a tool to help people conduct market research and make those tools more approachable for food business owners. She is looking for those who may want to promote and integrate this in work with their outreach producers.

Ramu Govindasamy (Rutgers University) is a Department Head and has a three-way appointment split between research, teaching and extension. He noted that with all who are working on wine, we should propose a special issue on wine marketing. He is part of a new grant on organic produce marketing in the mid-Atlantic states, and surveys are completed, but analysis just beginning. Also he is working in Africa on nutritional value of new vegetables. He is working with Michigan State on downy mildew in several produce crops.

Tim Woods (University of Kentucky) is working with USDA on Restaurant Rewards (FSMIP funded) promoting those who use local ingredients, and they will now evaluate the economic impact of that program, both on consumer attitudes and on farmers. He is currently exploring employer benefit Community Supported Agriculture (CSA) voucher programs, and analyzed at behavioral changes with control and test groups. Kynda Curtis recommended connecting with Jane Kolodinsky at the University Vermont. He is now working on a production-oriented produce project. He is also working with Brent Ross on applying a legitimacy model to local foods. He is presenting a paper on the possibility of a Local Foods Vitality Index at the FDRS meetings.

Greg Fonsah (University of Georgia) is working on the intersection between production and marketing issues on specialty crops. He is focused on high-end winter crops. He is also working on value chain studies in Africa extending his Georgia work on tomatoes with producers in Burkina Faso.

Lurleen Walters (Mississippi State University) is hoping to work with Extension professionals and food hubs on local food markets, including consumers’ willingness to pay and food hubs. She will also analyze contractual arrangements that are emerging in the industry.

Dave Lamie (Clemson University) hopes to integrate his work with a Food hub into Agricultural Marketing Service toolkit case studies. He is the lead on a Southern SARE project to coordinate local food activity. He is leading a Beginning Farmer program as well, so Extension is his main focus. With the Southern region and North Carolina as lead, he is developing a graduate course on local foods for Extension agents working with many other states, and hopes to turn it into an online course.

Review S-1067 2017 objectives and work plans.

Organized conference sessions
1. Labeling workshop in partnership with FAMPS, perhaps endorsed by AAEA. Cathy Durham, Kynda Curtis, Lydia Zepeda, Jill McCluskey and Marco Costanigro will work on this. Alternatively, it could potentially meeting be held with FDRS. The unifying theme may be labels, consumer behavior or information.
2. Principal papers for AAEA in Chicago. Lisa House would combine with Marco Costanigro to propose a Principal Papers session together.
3. Invited paper session for AAEA in Chicago. Lydia Zepeda to organize with Tim Woods, Kynda Curtis, and Dawn Thilmany on the health impacts of fresh produce purchases through direct markets.
4. Role in USDA Food Industry Metrics Conference, April 2017 in Washington DC. S-1067 will ask to be part of program.

2. Joint grants submitted. Several were referenced in the introductions (see above).

3. Research/outreach activities. Many are listed in the introductions.

4. New members to invite.

a. Jason Winfree (Idaho)

b. Jane Kolodinsky (Vermont)

c. Tina Saitone (UC Davis)

Plan for 2017 coordinated activities.

Theme issue for journal outlet in 2017
1. A theme issue on wine for Journal of FDR was proposed by Ramu Govindasamy.
2. Potentially more generalized consumer behavior in Food Policy.
3. Kynda Curtis and Dawn Thilmany editing a CHOICES Magazine issue on the local food implications.

Multi-state grants

a. Several of the partners mentioned the predominance of wine studies, but noted that USDA does not seem to want to support it.

b. Kathy Kelley, Margarita Velandia, Tim Woods, Ramu Govindasamy, Marco Costanigro and Dawn Thilmany have focused on the supply chain behind the wine, beer and spirits industry.

c. The group plans to start discussions about a grant around the connection between public health outcomes consumption of fruits and vegetables.

3. Plan for 2017 joint presentations and potential meetings.

a. Program role for 2017 FDRS Meeting

b. Track sessions at 2017 AAEA Meeting

c. Other targeted professional events

4. Continued recruitment of new members through professional affiliations

5. The meeting was adjourned at noon.

Accomplishments

Year-End Report by Objective:  Objective 1:      Develop demand and market valuation models for the produce sector that can be used to evaluate effects of increasingly complex product differentiation schemes (organic, enhanced health claims, biodynamic), trade, commodity marketing programs, labeling programs (local, food miles, Fair Trade), traceability  systems, and food safety events in the U.S. produce markets.  Colorado State University With CSU Colleagues, Thilmany recently published in AgBioForum on a study that used data from a Colorado public attitudes study to consider how trust, information and key policy issues relate to one another, and this Fall, a 2016 update of the survey went out to 1000 Coloradans with even more questions about purchase behavior so more insights for differentiated, specialty crop and local markets can be explored. In a project focused on Agritourism with UC-Davis, one dimension of the analysis is focused on travelers, so we are using methods similar to those used for product valuation.  Although outdoor amenities and activities are a key driver, we did find that direct sales is also a key driver of agritourism trips, particularly near urban areas.  A PhD student, Anders van Sandt has led that work and received a second place award in AAEA Extension competition with his work on this topic. Marco Costanigro has been actively collaborating in two projects aiming at developing new methodologies to introduce consumers’ beliefs and expectations within choice models. The objective is to obtain separate estimates of consumers’ beliefs (organic is healthy) and preferences (I am willing to pay more for healthy products. This will enable to more effectively simulate the effect of promotional and informational campaigns altering consumers’ beliefs (but not preferences). The first project is with Yuko Onozaka at the University of Stavanger (Norway). The second project is with Gabriele Scozzafava at the University of Florence (Italy). Another area of ongoing research (Marco Costanigro and Becca Jablonski) is the assessment of how consumers’ negative perceptions of nascent wine regions may lower WTP for Colorado wines, and how the development of new varietals may help new wine regions.  We recently run one more run of experiments at the Colorado Wine Fest, collecting 100 observations to be added to the results from in-store experiments we collected last year. Rutgers University The trades of global organic food and drink touched 80 billion US dollars in 2014 (FIBL-IFOMA Survey 2016). The market has expanded more than three-fold in the past 10 years (2000: 18 billion US dollars). Organic products demand is high in Europe and North America, earning 95 percent of global organic produce income (FIBL-IFOMA Survey 2016). In the past few decades, the growth remains steady in the organic agriculture sector within the US (USDA, 2015a and 2013b). Consumer Willingness-to-Pay (WTP) and Willingness-to-Buy (WTB) studies are often used in determining the market potentials (Govindasamy et al., 2015; Govindasamy et al., 2014; Surendran, and Sekar, 2010; Xia and Zeng, 2008). Many studies find that consumers with higher levels of income and education were more WTP for organic products. Similarly many researchers have hypothesized that consumer socio economic characteristics, awareness and perceptions influence WTP a higher price for organic produce. In general, farmers in the mid-Atlantic region relatively operate a small piece of land (USDA, 2016b) which often results in increased cost of production. Smaller farm land coupled with higher input cost makes farming a risky business in the mid-Atlantic US. In order to increase farm viability, farmers in many regions are moving towards growing organic niche crops (Govindasamy et al., 2015; Klonsky, 2010). Also organic market infrastructure improvements could increase both the net profits and the viability of small farms in this region. Against this background, this study attempted to predict the factors that influence the consumers’ WTP a high-premium for organic fresh fruits and vegetables. The consumer characteristics such as buying behavior, social economic- demographic attributes and attitudes of organic produce purchasers were analyzed. The results of this study could provide a better understanding of organic consumers’ purchasing behavior to support farmers in the mid-Atlantic region of the US. In the context of this study, a high-premium is defined as 11% or more for organic in comparison to conventional fruits and vegetables.  Data was collected from 1,100 consumers, using a private online survey company. A logit model was developed to predict who is more likely to pay a high-premium for organic produce. Results show that the overall model is highly significant, with a correct prediction of 71%. Results indicate that those who use food advertisements, certified organic labels and natural labels to purchase produce are more likely to pay a high-premium for organic produce. Those who frequently buy at farm direct markets are more likely to pay a high-premium for organic produce.  As expected, those who consider that organic food tastes better than conventional food and those who switch supermarkets to buy organic produce are more likely to pay a high-premium for organic fresh produce. Those who want to buy organic jam, jelly, marmalade, juices, sauces and dried chips are more likely to pay a high-premium for organic produce. Producers of organic vegetables and fruits can target customers with these specific traits to enhance their profitability.  University of Maine Xuan Chen has been developing models to measure the cost and risks of producing wild blueberries in Maine. Working with wild blueberry scientists at University of Maine, he gathered the historic data from USDA-SCRI project and analyzed the risks of different wild blueberry production systems. He is also trying to develop an enterprise budget tool for wild blueberry growers. Washington State University Jill McCluskey is supervising a doctoral student who is estimating demand for organic and sustainable wines.  Vicki McCracken and Karina Gallardo are studying consumer demand for apples and other tree fruits.   Objective 2:      Analyze the relative benefits and costs, to producers and consumers, of government and industry-led marketing and policy programs (certifications, Leafy Greens marketing order, Country of origin labeling, farmers markets) using both theoretical approaches and empirical evidence from multi-state applied research projects. Colorado State University Under the USDA AMS cooperative agreement with several state partners (New York, Vermont, Iowa State, Tennessee, Wisconsin, Michigan) the Toolkit to Assess the Economic Implications of Food System Innovations was launched in March and several trainings have occurred in support of that new resources.  Although the primary focus is on regional economics, some of the component parts and case studies focused on examples where consumer-oriented market innovations were assessed effectively. Martha Sullins of CSU is the new lead on an FDA partnership with the Colorado Department of Ag to explore Food Safety regulation compliance across the Colorado produce industry. Marco Costanigro is working with Mohamud Hussein and Iain Fraser (University of Kent, UK) at a hedonic study investigating the effect of the horse meat scandal on consumer valuation of country of origin information in the UK beef sales. A second major engagement has been writing a policy piece on the pros and cons of process labeling, joint with collaborators Kent Messer (University of Delaware) and Harry Kaiser (Cornell) Utah State University US residents do not consume the recommended amounts of fresh produce, and intake has declined in recent years (Lorson et al., 2009; Slining et al., 2013). This trend is concerning, as diets high in fruits and vegetables are naturally high in nutrients and low in energy, resulting in a reduced risk for obesity and related chronic diseases. Studies find that a diet high in fruits and vegetables is associated with lower risk for central obesity (Bradlee et al., 2010), and that dietary interventions for obesity show increasing fruit and vegetable intake is more effective than decreasing fat and sugar (Epstein et al., 2001). In an effort to increase fresh produce consumption among children and seniors in the US, the USDA implemented the Women, Infant, and Children (WIC) and Senior Farmers Market Nutrition Programs, where program participants are allocated coupons to purchase fresh produce at farmers markets. However, research finds that while fresh produce consumption increases among participants, such increases are not statistically significant (Conrey et al., 2003; Johnson et al., 2004). The cause for this is largely due to lack of full participation, as more than 50% of the WIC farmers market coupons go unused (Quandt et al., 2013). More recently, the USDA made funds available for fruit and vegetable incentives for Supplemental Nutrition Assistance Program (SNAP) recipients through the Food Insecurity and Nutrition Incentive (FINI) grant mechanism. Faculty at Utah State University conducting outreach through the FINI program, have found encouraging SNAP participants to shop at farmers markets difficult, primarily due to the perceived higher cost of produce at markets.  Kynda Curtis at USU collected data at twelve farmers' markets and grocery stores in four cities in Western Utah weekly from June to October 2016 to compare pricing of twenty-five fresh produce items across market type and production methods (conventional vs. organic). A hedonic pricing model will be used to assess which components of the fresh produce item (conventional vs. organic), market type (farmers market vs. grocery, locally owned vs. national chain), market location (city, rural vs. urban), and etc. most influence end price. Standard difference in means will be used to compare farmers’ market vs grocery store pricing on average for a basket of items for both conventional and organic produce. Objective 3:      Assess the changing coordination and supply chain management strategies being implemented in the fruit and vegetable sector and identify strategic organizational and marketing implications for a set of firms that are diverse in terms of commodity, marketing approach and size of operation (including small and mid-size farms).  Colorado State University CSU has a new Federal State Marketing Improvement program grant with the Colorado Department of Agriculture to do Marketing Channel Assessments, based on a tool and process developed by Matt LeRoux and Todd Schmit at Cornell University. Data was gathered from 25-30 farms in summer 2016 and preliminary results will be presented by Jeremy Christensen, a MS student, at FDRS in 2016. Through partnerships with Cornell University, USDA-ERS and Oklahoma State University, CSU researchers are creating economic benchmarks of different food marketing strategies, aggregated as direct, intermediated and combined direct-intermediated, but also broken down by scale.  These benchmarks will be useful to those assessing their competitiveness, and lenders who need more information on these business models to evaluate credit worthiness.  Our hope is use the new USDA ERS local foods survey to do more detailed benchmarks in the future as over 15,000 observations will be available. Utah State University Kynda Curtis is looking at information and educational needs of consumer, leading to increased fresh produce purchases at direct market outlets such as farmers market and CSA programs among lower income individuals, especially those on federal nutrition assistance programs. Several grants to fund this program were applied to in 2017.  Washington State University Jill McCluskey is working with colleagues at the University of Idaho on local food markets and supply chains.

Publications

Outputs and Dissemination  Outreach/Industry Presentations: <ol> <li>Chen, X., “Maine wild blueberry economics projects”, Maine Wild Blueberry Advisory Committee Meeting, November 16th, 2016, Orono, ME</li> <li>Govindasamy, R., S., Arumugam, K. Kelley, and A. Miller. Attitude and Preferences of Mid-Atlantic Consumers towards New Jersey Wine. Grape Expectations Symposium, Rutgers Cooperative Extension Meeting, Monroe Township, NJ. 27 February 2016.</li> <li>Govindasamy, R., S. Arumugam, K. Kelley, and A. Miller, “Preference and Attitudes of Mid-Atlantic Consumers towards NJ Wine”, Grape Expectations – A Viticulture and Enological Symposium, Rutgers Cooperative Extension, Rutgers University, February 2016, Monroe Township, New Jersey.</li> <li>Govindasamy, R., and S. Arumugam, “Global Organic Products Market: An Update”, Invited Lecture presented at Tamil Nadu Agricultural University, Coimbatore, India. January 5, 2016.</li> <li>Hellwinckel, C., and M. Velandia. February 2016. “Knoxville Regional Food Hub Feasibility Study.” Institute of Agriculture, University of Tennessee; and Knoxville Metropolitan Planning Commission.</li> <li>Jablonski, BBR, D. Thilmany, J. O’Hara and D. Tropp. Assessing the Economic Impacts of Local Food Systems: A Toolkit and Meta-Analysis to Evaluate Ongoing and Future Efforts.  Presented at the 2016 USDA Small Farms Conference.  Virginia Beach, VA. September 2016.</li> <li>Kelley, K. Increasing tasting room visits through social media. Eastern winery Exposition, Lancaster, PA. 8 March 2016.</li> <li>Kelley, K., Miller, A., J. Zelinskie and R. Govindasamy, “Strategies for Encouraging Tasting Room Visits: Results from a Study Conducted with Mid-Atlantic Wine Consumers”, Grape Expectations – A Viticulture and Enological Symposium, Rutgers Cooperative Extension, Rutgers University, February 2016, Monroe Township, New Jersey.</li> <li>Kelley, K., J. Zelinskie, A. Miller, and R. Govindasamy. Strategies for Encouraging Tasting Room Visits: Results from a Study Conducted with Mid-Atlantic wine consumers. Grape Expectations Symposium 2016, Rutgers Cooperative Extension Meeting, Monroe Township, NJ. 27 February 2016.</li> <li>LeRoux, M., B. Jablonski, M. Sullins, J. Christensen and D. Thilmany. Market Channel Assessments: Understanding Your Farm’s Profitability by Market. Colorado Fruit and Vegetable Growers Lunch and Learn Webinar. July 2016.</li> <li>Miller, A. and K. Kelley. Developing wine marketing strategies for the mid-Atlantic region. NJ Vegetable Growers Meeting, Atlantic City, NJ. 9 February 2016.</li> <li>Sharma, A.C. Strohbehn, and K. Kelley. 2016. Relevance of local food systems: Challenges and opportunities for foodservice industry and schools. Annual International Council on Hotel, Restaurant, and Institutional Education. Dallas, TX.</li> <li>Simon, J.E., S. Weller, D. Hoffman and R. Govindasamy. “Improving Income and Nutrition of Smallholder Farmers in Eastern Africa using a Market Driven Approach to Enhance Value Chain Production of African Indigenous Vegetables”, UC Davis Horticulture Innovation Lab Annual Meeting, Siem Reap, Cambodia, March 2016.</li> <li>Tanaka, K., K. Niewolny, L. MacAuley, H. Hyden, M. Velandia, S. Hodges, E. Sorense, K. Jacobsen, A. Wszelaki, and L. Brislen. “A Systems Approach to Fostering New Farmer Innovation: Exploring the Influence of Social, Cultural and Human Capital Systems for Beginning Farmer Success in Food and Farming Systems.” National Small Farm Conference 2016, September 20 to 22.</li> <li>Thilmany, D.”Preparing for Food Security in an Age of Limited Natural Resources: A Focus on Water.” LiveWell Colorado and Colorado Food Systems Advisory Council Webinar. January 2016.</li> <li>Thilmany, D. “Labor Compliance and Best Practices for Fruit & Vegetable Growers in Colorado.” Presentation at Colorado Produce Day. Colorado Farm Show. January 2016. Greeley, CO. 35 in attendance.</li> <li>Thilmany, D. Overview of a Local Food Economic Assessment Toolkit & Food Marketing Benchmarks. Presentation to American AgCredit Emerging Market Regional Loan officers. August 2016. Greeley, CO.</li> <li>Thilmany, D. Consumer Driven Food Markets. Presentation to the Global IB conference, Farm to Fork: Ethics of Food Sourcing, Production and Consumption. July 2016. Denver CO.</li> <li>Thilmany, D. An Overview of Market and Grant Opportunities for Veteran Farmers. Presentation to the Chatfield Veteran to Farmer Program. July 2016.</li> <li>Thilmany, D. The Dynamics of Colorado Food Markets: Trends and Emerging Strategies. April 2016.  Broomfield CO.</li> <li>Thilmany, D. “Successful Planning for Markets.” Presentation to the Eagle County Building Farmers Program. January 2016. Fort Collins CO.</li> <li>Velandia, M. “Pricing for Farmers Markets.” Rutherford County Farmers Market Vendor Meeting. Murfreesboro, TN, April 19, 2016.</li> <li>Velandia, M., Trejo-Pech, C.O., Morris, D., Wszelaki, A., Niewolny, K., & MacAuley, L. (2016). Evaluating Financial and Economic Factors Contributing to the Sustainability of Beginning Farms in Tennessee and Virginia. Presented at the Eastern, Central, and Western Regions Agricultural Economics Market Outlook In-service training, University of Tennessee; Knoxville, TN, November 1, 2016; Murfreesboro, TN, November 2, 2016; and Jackson, TN, November 3, 2016.</li> <li>Vellangany, I., R. Govindasamy, S. Arumugam and J. Heckman, (2015). “Pesticides Free Produce: An Analysis of consumer Preference in the Mid-Atlantic Region in the USA”, Food Distribution Research Society Conference in New Orleans, LA, USA.</li> </ol> Outreach/Industry Publications: <ol> <li>Crassweller, R.M., T.A. Baugher, R.P. Marini, J.R. Schupp, G. Krawczyk, D.J. Biddinger, M. Frazier, J. Hopwood, E. Mader, M. Vaughan, K.A. Peter, B.L. Lehman, M.C. Brittingham, L.F. LaBorde, J.K. Harper, L.F. Kime, M. Sean High, R.H. Pifer, K.M. Kelley, C. Gregory, and C. Jung. 2016-2017 Pennsylvania Tree Fruit Production Guide AGRS-045. 384 pp.  Chapter 10: Marketing.</li> <li>Hellwinckel, C. and M. Velandia. March 2016. “Knoxville Regional Food Hub Feasibility Study.” Final Report. Institute of Agriculture, University of Tennessee; and Knoxville Metropolitan Planning Commission.</li> </ol> Conference Presentations:  <ol> <li>Arumugam, S., R. Govindasamy, I. Vellangany and H. Gohil, (2015). “An Analysis of Organic Fresh Produce Choice: A Consumer Preference Study in the Mid-Atlantic USA”, Food Distribution Research Society Conference in New Orleans, LA, USA.</li> <li>Bauman, A., B.R. Jablonski and D. Thilmany. 2016. Evaluating scale and technical efficiency among farms and ranches with a local market orientation. Presentation to the 2016 Ag and Applied Economics Association Annual Meetings. Boston MA.</li> <li>Bonanno A., F. Bimbo and R. Viscecchia “Welfare losses when a credence attribute is “false”: the “100% Italian” extra virgin olive oil case” Selected paper. 153th EAAE Seminar ‘New dimensions of market power and bargaining in the agri-food sector: Organisations, policies and models.’ Gaeta, Italy, June 9-10, 2016</li> <li>Bradshaw, M., K. Curtis, S. Slocum, and R. Bosworth, “The Role of Food and Ag Tourism in the Western US.” Selected paper presented at the 2016 Annual Meeting of the Australian Agricultural and Resource Economics Society, Canberra, Australia, February 2016.</li> <li>Cavallo C., A. Bonanno, R. Viscecchia and T. Del Giudice. “Premium, Where Art Thou? PDOs Price Premium Disparities in the Italian Olive Oil Market.” Selected paper. 153th EAAE Seminar ‘New dimensions of market power and bargaining in the agri-food sector: Organisations, policies and models.’ Gaeta, Italy, June 9-10, 2016</li> <li>Chen, X., Yarborough, D. and D’Appoloonio, J., “Wild blueberry systems approach economic and risk analysis”, XI International Vaccinium Symposium, April 12, 2016, Orlando, FL</li> <li>Christensen, J. BBR Jablonski, D. Thilmany McFadden, and M. Sullins. Assessing Market Channel Performance for Colorado Fruit and Vegetable Producers. Presented at the Food Distribution Research Society Meetings. New Orleans, 2016.</li> <li>Countryman A., J. Hadrich, and A. Bonanno “A COOL Repeal: Potential Outcomes of U.S. Mandatory Country of Origin Labeling Repeal on Dairy and Beef Sectors” Selected paper. AAEA Annual Meeting, Boston, MA, July 31-August 2 2016</li> <li>Costanigro, M. and B. Jablonski. The effect of varietal and regional information on consumer taste perceptions: challenges and opportunities for nascent wine regions. Selected paper at the 2016 WAEA meetings. Victoria BC. June 2016.</li> <li>Costanigro M., Scozzafava G., Casini L. Vertical differentiation and endogenous quality expectations. How the introduction of new labels affects perceptions of previously established quality standards. Selected paper at the 2016 WAEA meetings. Victoria BC.</li> <li>Curtis, K., S. Slocum, T. Teegerstrom, C. Bishop, and M. Landis, “Innovative Food Tourism Development Strategies for Sustainability on American Indian Reservations.” Selected paper presented at the Food Distribution Research Society Meeting, New Orleans, 2016.</li> <li>Curtis, K., K. Allen, and R. Ward, “Food Consumption, Attitude, and Behavioral Change among CSA Members.” Selected Track Session (Transformations in Food Systems: Opportunities and Challenges for Alternative Food Systems) Presentation of the Agriculture and Applied Economics Association Annual Meetings, Boston, MA, August 2016.</li> <li>Curtis, K., R. Ward, and J. Warner, “Building Business Management Capacity for American Indian Agricultural Businesses.” Selected Track Session of the Agriculture and Applied Economics Association Annual Meetings, Boston, MA, August 2016.</li> <li>Curtis, K., M. Bradshaw, and S. Slocum, “The Role of Food Experiences in Destination Loyalty.” Invited presentation, AARES South Australian Branch, Adelaide, Australia, June 2016.</li> <li>Curtis, K., K. Allen, and R. Ward, “Food Consumption, Attitude, and Behavioral Change among CSA Members.” Invited presentation, Department of Economics, the University of Otago, Dunedin, New Zealand, March 2016.</li> <li>Curtis, K., M. Bradshaw, S. Slocum, and R. Bosworth, “The Importance of Good Food Experiences in Destination Loyalty.” Invited presentation, Department of Tourism, the University of Otago, Dunedin, New Zealand, March 2016.</li> <li>Curtis, K., and S. Slocum, “The Role of Sustainability Certification Programs in Reducing Food Waste in Tourism.” Invited presentation of the UNESCO-APEID 2015 International Symposium on Agricultural Education for Sustainable Development, Tsukuba, Japan, November 2015.</li> <li>Everett, C.N., Boyer, C., J. Kimberly, D.W. Hughes, and M. Velandia. “Tennessee Consumers’ Willingness to Pay for Tennessee Wine.” Agricultural and Applied Economics Association 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts.</li> <li>Gallardo, R.K., B.J. Rickard, Jill McCluskey, S.B. Akhundjanov. “Assessing Innovator and Adopter Profit Potential under Different New Plant Variety Commercialization Strategies.” Annual Meetings of the Agricultural and Applied Economics Association. Boston, MA. July 31-August 2, 2016.</li> <li>Gallardo, R.K., C. Yue, V. McCracken, J. Luby, J. McFerson. “Are WTP estimates for Fruit Quality Similar between Producers and Consumers? Results of a Choice Experiment on Five Rosaceous Fruit Crops.” Annual Meetings of the Agricultural and Applied Economics Association. Boston, MA. July 31-August 2, 2016.</li> <li>Govindasamy, R., S. Arumugam and J.E. Simon. “Global organic produce marketing”, Symposium on Horticultural Sciences Organized by UC Davis Horticulture Innovation Lab at Royal University of Agriculture, Phnom Penh, Cambodia, March 18, 2016.</li> <li>Govindasamy, R., S. Arumugam, I. Vellangany and B. Ozkan, (2015). “Willingness to Pay a High-Premium for Organic Produce: An Econometric Analysis”, Food Distribution Research Society Conference in New Orleans, LA, USA.</li> <li>Hyde, J. and K. Kelley. Integrating Social Media into your everyday work. National Extension and Research Administrative Officers' Conference, Philadelphia, PA. 25 April 2016.</li> <li>Jablonski, B., J. Christensen, M. Sullins, D. Thilmany, and K. Curtis, “Determinants of Effective Beginning Farmer Programming and Implications for Emerging USDA Programs.” Selected paper presented at the Western Agricultural Economics Association Annual Meeting, Victoria, BC, June 2016 (abstract: Journal of Agricultural & Resource Economics 41(3), 2016).</li> <li>Kelley, K. Strategies for using social media to connect with your customers. Long Island Greenhouse and Floriculture Conference, Riverhead, NY. 19 January 2016.</li> <li>Kelley, K., A. Miller, D. Gardner, R. Govindasamy, J. Hyde, B. Rickard, K. Storchmann. Characteristics of wine consumers in the Mid-Atlantic states: A statistical analysis. American Association of Wine Economists, Annual Meeting, Bordeaux, France. 22 June 2016.</li> <li>Kelley, K., A. Miller, D. Gardner, B. Rickard, R. Govindasamy, K. Storchmann, and J. Hyde. “Characteristics of wine consumers in the Mid-Atlantic United States: A statistical analysis”, 10th Annual American Association of Wine Economists, Bordeaux, France, June 2016.</li> <li>McCluskey, J.J. “Changing Food Demand and Consumer Preferences: Opportunities and Challenges,” Australian Agricultural and Resource Economics Society meetings, Canberra, Australia, February 2-5.</li> <li>Michelle, K. , Pendell D. Costanigro M. and Traub-Dargatz. Equine Daily Use Values and Owner Willingness to Pay for Infectious Disease Treatment Options. Selected paper at the 2016 WAEA meetings. Victoria BC. June 2016.</li> <li>Sullins, M., J. Christensen and D. Thilmany. Exploring the Challenges and Dynamics of Local Food Market Price Reporting: The Case of Colorado. Organized Symposium for the Southern Ag Economics Association. February 2016. San Antonio, TX.</li> <li>Thilmany, D., A. Bauman and B.B.R. Jablonski. 2016. The financial performance implications of differential marketing strategies: Exploring farms that pursue local markets as a core competitive advantage. CRENET Track Session at the 2016 AAEA meetings Boston MS.</li> <li>Thilmany, D. Moderator for Transformations in Food Systems: Opportunities and Challenges for Alternative Food Systems. FAMPS Track Session at the 2016 AAEA meetings Boston MS.</li> <li>Thilmany, D. and R. Hill. Trends in US Agritourism: Exploring Traveler Behavior and Producer Strategies. Moderator and Opening Section of 2016 WAEA Organized Symposium. Victoria BC.</li> <li>Waldrop, M. and J.J. McCluskey, “Impact of Organic, Sustainable, and Salmon-Safe Wine-Making Practices on Wine Prices,” AAEA Annual Meeting, Boston, July 31-August 2, 2016.</li> </ol> Poster Presentations: <ol> <li>Kelley, K., A. Sharma, and C. Strohbehn. 2016. A survey of Iowa and Pennsylvania fruit and vegetable growers: Identifying barriers to serving schools. School Nutrition Association Annual Conference. San Antonio, TX.</li> <li>Strohbehn, C., A. Sharma, and K. Kelley. 2016. Views of Iowa and Pennsylvania school foodservice directors on local food purchasing. School Nutrition Association Annual Conference. San Antonio, TX.</li> <li>Strohbehn, C., A. Sharma, and K. Kelley. 2016. Effects of producers’ perceptions of costs and experiences on selling to schools. National Farm to Cafeteria Conference. Madison, WI.</li> </ol> Refereed Journal Articles: <ol> <li>Angelo, B, B. Jablonski and D. Thilmany. 2016. “Meta-analysis of U.S. intermediated food markets: Measuring what matters.” British Food Journal. 118(5):</li> <li>Ariyawardana, A., R. Govindasamy and A. Lisle, 2015. “Capturing the Consumer Value: the Case of Red Lentils,” British Food Journal, 117: 1032 – 1042.</li> <li>Bauman, A and D. Thilmany. In press. “Exploring Localized Economic Dynamics: Methods Driven Case Studies of Transformation and Growth in Agricultural and Food Markets.” Economic Development Quarterly.</li> <li>Bimbo F., A. Bonanno, and R. Viscecchia. In press. “Do Health Claims add Value? The Role of Functionality, Effectiveness and Brand.” European Review of Agricultural Economics.</li> <li>Bonanno A. 2016. “<a href="http://onlinelibrary.wiley.com/doi/10.1002/agr.21448/abstract">A Hedonic Valuation of Health and Non-health Attributes in the U.S. Yogurt Market</a>.” Agribusiness: an International Journal 32 (3) 299-313.</li> <li>Centenari, M., K. Kelley, B. Hed, A. Miller, and A. Patel-Campillo. 2016. “Assessing growers’ challenges and need to improve wine-grape production in Pennsylvania.” Journal of Extension 54(3). http://www.joe.org/joe/2016june/rb6.php</li> <li>Chen, X., Yarborough, D. and D’Appoloonio, J., in press, “Wild blueberry systems approach economic and risk analysis”, Acta Horticulturae.</li> <li>Curtis, K., and S. Slocum, (2016). “The Role of Sustainability Certification Programs in Reducing Food Waste in Tourism.” Journal of Developments in Sustainable Agriculture, 11(1), 1-7.</li> <li>Edwards, M., M. Velandia, D. M. Lambert, W. H. Pepper, C. D. Clark, and K. L. Jensen. 2016.  “Production Liability Insurance use Among Tennessee Fruit and Vegetable Farmers.”  Journal of Food Distribution Research 47(2): 127- 137.</li> <li>Gallardo, R.K., J.F. Brunner, S. Castagnoli. 2016. “Capturing the Economic Value of Biological Control in Western Tree Fruit.” Biological Control. <a href="http://www.sciencedirect.com/science/article/pii/S1049964416300846">http://www.sciencedirect.com/science/article/pii/S1049964416300846</a></li> <li>Gallardo, R.K. and D. Zilberman. 2016. “The Economic Feasibility of Adopting Mechanical Harvesters by the Blueberry Industry.” HortTechnology 26: 299-308.</li> <li>Hoogeveen, A.R., H.J. van der Fels-Klerx, A. Bonanno, and M. Bremer. 2016. “Profitability of allergen free preparation in a catering business.” Quality Assurance and Safety of Crops & Foods. 8 (2): 301-308.</li> <li>Jablonski, BBR, J. O’Hara, D. Thilmany McFadden and D. Tropp. In press. “Evaluating the economic impact of local food system initiatives: A USDA funded toolkit.” Journal of Extension.</li> <li>Johnson, M.D., Miller, R.K., Morrill, J.C., Anderson, D.P., Wickersham, T.A., Sawyer, J.E., Richardson, J.W., and M.A. Palma. 2016. “The influence of taste in willingness-to-pay (WTP) valuations of sirloin steaks from post-extraction algal residue (PEAR) fed cattle.” Journal of Animal Science 94(7): 3072-3083.</li> <li>Jones, V., N. Mills, J. Brunner, D. Horton, E. Beers, T. Unruh, P. Shearer, J. Goldberger, E. Milickzy, S. Steffan, K. Amarasekare, U. Chambers, A. Gadino, R.K. Gallardo, and W. Jones. 2016. “From Planning to Execution to the Future: An Overview of a Concerted Effort to Enhance Biological Control in Apple, Pear and Walnut Orchards in the Western U.S. Biological Control.” Biological Control <a href="http://www.sciencedirect.com/science/article/pii/S1049964416300421">http://www.sciencedirect.com/science/article/pii/S1049964416300421</a></li> <li>Gumirakiza, J.D., K.R. Curtis, and R. Bosworth, (in press). “Consumer Preferences and Willingness to Pay for Bundled Fresh Produce Claims at Farmers’ Markets.” Journal of Food Products Marketing.</li> <li>Li, Y., Palma, M.A., Towne, S.D., Warren, J.L., and M.G. Ory. 2016. “Peer Effects on Childhood Obesity from an Intervention Program.” Health Behavior and Policy Review 3(4): 323-335.</li> <li>Martin, M., R. Hill, A. Van Sandt and D. Thilmany. 2016. “Colorado Residents Trusted Sources of Agricultural, Biotechnology and Food Information.” Ag BioForum 19:1:1-10.</li> <li>McCluskey, J.J., N. Kalaitzandonakes, J.F.M. Swinnen, 2016. “News Media Coverage and Public Perceptions: Insights from New Food Technologies.” Annual Rev. of Resource Econ. 8(1): 467-486.</li> <li>Mosier, S. and D. Thilmany. 2016. “Diffusion of Food Policy in the US: The Case of Organic Certification.” Food Policy 61:80-91.</li> <li>Onyango, B. R. Govindasamy, and C. Michelle Alsup-Egbers. “Uncovering Success Attributes for Direct Farmers’ Markets and Agri-Tourism in the Mid-Atlantic Region of the United States” International Food and Agribusiness Management Review, 18 (2015): p 63-78.</li> <li>Palma, M.A., in press. “Improving the Prediction of Ranking Data.” Empirical Economics.</li> <li>Palma, M.A., Behe, B.K., Hall, C.R., Huddleston, P.T., and T. Fernandez. In press. “Tracking Position Premiums in Discrete Choice Experiments.” Applied Economics Letters.</li> <li>Palma, M.A., Ness, M.L., and D.P. Anderson. In press. “Fashionable Food: a Latent Class Analysis of Social Status in Food Purchases.” Applied Economics.</li> <li>Palma, M.A., Ribera, L.A., and R.D. Knutson. 2016. “The Era of the Functional Consumer.” Journal of Food Products Marketing 22(5): 555-570.</li> <li>Perez, M., Palma, M.A, Behe, B., and C.R. Hall. 2016. “Structural Breaks and Future Growth of the Green Industry.” Journal of Environmental Horticulture 34(2): 52-55.</li> <li>Rajo, L.A., Arias, F., Segovia, M., and M.A. Palma. 2016. “Willingness to Pay for an Educational Label: The Zamorano University Brand.” International Food and Agribusiness Management Review 19(1): 113-126.</li> <li>Ribera, L.A., Paggi, M.S., Anderson, D.P., Palma, M.A., and R.D. Knutson. 2016. “Potential Impacts of Transatlantic Trade and Investment Partnership (T-TIP) on the Fresh Vegetable and Beef Trade.” Journal of International Food and Agribusiness Marketing 28(2): 177-190.</li> <li>Sciarappa, W., J. Simon, R. Govindasamy, R. van Vranken, F. Mangan, K. Kelley, G. McAvoy, Q. Wu, D. Byrnes, A. Ayeni, S. Zang, S. Komar, E. Dager, S. Arumugam, P. Nitzsche, W. Reichert, B. Schilling, and C. Park. (Accepted). “Asian crop overview: Consumer preference and cultivar growth on the east coast of the United States.” HortScience.</li> <li>Segovia, M.S., and M.A. Palma. 2016. “Buying Your Way into a Healthier Lifestyle: A Latent Class Analysis of Healthy Food Purchases.” Applied Economics. 48(21): 1965-1977.</li> <li>Slocum, S., and K. Curtis, (2016). “Assessing Sustainable Food Behaviours of National Park Visitors: Domestic/On Vacation Linkages and their Implications for Park Policies.” Journal of Sustainable Tourism, 24(1), 153-167.</li> <li>Wang, J., C. Yue, R.K. Gallardo, V. McCracken, J. Luby, and J. McFerson. In press. “What Consumers are Looking for in Strawberries: Implications from Market Segmentation Analysis.” Agribusiness: an International Journal.</li> <li>Winfree, J.A. and J.J. McCluskey, in press. “The Economics of GM Labeling and Implications for Trade,” Journal of Agricultural and Food Industrial Organization.</li> <li>Xu, P., and M.A. Palma. “Consequential egalitarianism vs. accountability principle: an experimental investigation” Applied Economics Letters. 23(8): 562-565.</li> <li>Zhang, Y., Palma, M.A., and Xu, P. 2016. “Unintended Effects of the Alabama HB 56 Immigration Law on Crime: A Preliminary Analysis.” Economics Letters.147: 68-71.</li> <li>Zheng, X., C. Yue, R.K. Gallardo, V. McCracken, J. Luby, and J. McFerson. 2016. “What Attributes Are Consumers Looking for in Sweet Cherries? Evidence from Choice Experiments.” Agricultural and Resource Economics Review, 45(1):124-142.</li> </ol> Books and Book Chapters: <ol> <li>Curtis, K., R. Bosworth, and S. Slocum. “Drink Tourism: A Profile of the Intoxicated Traveler.” Accepted for publication as a chapter of Craft Beverages and Tourism, Volume 2 – Environmental, Societal, and Marketing Implications.</li> <li>Curtis, K., and R. Brain. “Utah Farm-Chef-Fork: Linking Rural Growers with Urban Chefs to Enhance Local Food Sourcing,” Accepted for publication as a chapter of Linking Urban and Rural Tourism.</li> <li>McCluskey, J.J., M.P. Squicciarini, and J. Swinnen, in press 2016. “Information, Communication and Agricultural and Food Policies in an Age of Commercial Mass and Social Media, Handbook of International Food and Agricultural Policies, Blandford, ed., Oxford University Press. </li> <li>McCluskey, J.J. and J.A. Winfree, eds., in press 2016. The Economics of Reputation. Edward Elgar Publishing: Northampton, MA.</li> <li>Slocum, S., and K. Curtis, “The Role of Food Entrepreneurs – Suburban Farm Shops in the UK.” Accepted for publication as a chapter of Linking Urban and Rural Tourism.</li> </ol> Extension Publications: <ol> <li>Curtis, K. and T. Knudsen, (2016). “Northern Utah Grass-Fed Beef Production Costs & Returns, 2016.” Utah State University Fact Sheet, Applied Economics/2016-XXpr.</li> <li>Curtis, K. and T. Knudsen, (2016). “Southern Utah Grass-Fed Beef Production Costs & Returns, 2016.” Utah State University Fact Sheet, Applied Economics/2016-XXpr.</li> <li>Galinato, S. and R.K. Gallardo. “2015 Cost Estimates of Establishing, Producing and Packing Sweetheart Sweet Cherries in Washington"– TB34E, October 2016.</li> <li>Galinato, S., R.K. Gallardo, and Y. Hong “2015 Cost Estimates of Establishing, Producing and Packing Organic Highbush Blueberries in Eastern Washington"– TB28E, Sept. 2016.</li> <li>Galinato, S. and R.K. Gallardo. “2015 Cost Estimates of Establishing, Producing and Packing Fuji Apples in Washington"– TB29E, September 2016.</li> <li>Galinato, S. and R.K. Gallardo. “2015 Cost Estimates of Establishing, Producing and Packing Bing Sweet Cherries in Washington." Washington State University Extension Factsheet. TB22E, July 2016.</li> <li>Galinato, S., R.K. Gallardo, Y. Hong. “2014 Cost Estimates of Establishing, Producing and Packing Gala Apples in Washington." Washington State University Extension Factsheet. TB18E, July 2016.</li> <li>Galinato, S., R.K. Gallardo, Y. Hong. “2014 Cost Estimates of Establishing, Producing and Packing Organic Gala Apples in Washington." Washington State University Extension Factsheet. TB19E, June 2016.</li> <li>Galinato, S., R.K. Gallardo, Y. Hong. “2014 Cost Estimates of Establishing, Producing and Packing Organic Red Delicious Apples in Washington." Washington State University Extension Factsheet. TB12E, June 2016.</li> <li>Gallardo, R. K., and S. Galinato. “2014 Cost Estimates of Establishing, Producing, and Packing Red Delicious Apples in Washington.” Washington State University Extension Factsheet. TB07E, May 2016.</li> <li>Knudsen, T., K. Curtis, J. Reeve, and B. Black, (2016). “Northern Utah Peach Orchard Costs and Returns Comparison by Management Strategy, 20 Acres, 2015.” Utah State University Fact Sheet, Applied Economics/2016-XXpr.</li> <li>Knudsen, T., K. Curtis, J. Reeve, and B. Black, (2016). “Northern Utah Conventional Peach Orchard Costs and Returns, 20 Acres, 2015.” Utah State University Fact Sheet, Applied Economics/2016-02pr.</li> <li>Knudsen, T., K. Curtis, J. Reeve, and B. Black, (2016). “Northern Utah Organic Peach Orchard Costs and Returns, 20 Acres, 2015.” Utah State University Fact Sheet, Applied Economics/2016-01pr.</li> <li>Mandal, B., M. Brady, R. K. Gallardo. “Reactions to the Employer Mandate in Washington State’s Labor-Intensive Agriculture Industry.” – TB33E, September 2016.</li> <li>Mandal, B., M. Brady, R. K. Gallardo. “Trends in Health Insurance and Health Care Access in Rural Washington.” – TB30E, September 2016.</li> <li>Van Sandt, A. and D. Thilmany. Agritourists in the West. CSU Extension QuickFacts. 2016. http://agritourism.localfoodeconomics.com/quick-facts/</li> <li>Van Sandt, A. and D. Thilmany. Mapping the Western US Agritourism Industry: How do Travel Patterns vary by Location? CSU DARE Economic Developmment Report. July 2016.</li> <li>Velandia, M., Trejo-Pech, C., Morris, D., Wszelaki, A., Niewolny, K., & MacAuley, L. 2016. “Evaluating Financial and Economic Factors Contributing to the Sustainability of Beginning Farms in Tennessee and Virginia.” Extension Publication, University of Tennessee Extension.</li> </ol> Refereed Conference Proceedings: <ol> <li>Velandia, M., T. Woods, E. Bendfeldt, J. Lelekacs, R. Holcomb, M. Palma, D. Lamie, R. Dunning, L. Meyer, H.L. Goodwin Jr., R. Rainey, A. Collart, and D. Fields. 2016. “Opportunities for Local Food Systems Research and Extension in the South – A Land Grant University System Initiative.” <a href="http://ageconsearch.umn.edu/bitstream/232307/2/11_Velandia.pdf">Journal of Food Distribution Research</a> 47 (1): 73 - 75. </li> </ol> State, Station or Agency <ol> <li>Thilmany McFadden, D., D. Conner, S. Deller, D. Hughes, K. Meter, A. Morales, T. Schmit, D. Swenson, A. Bauman, M. Phillips Goldenberg, R. Hill, B. B.R. Jablonski and D. Tropp. 2016. The Economics of Local Food Systems: A Toolkit to Guide Community Discussions, Assessments and Choices U.S. Department of Agriculture, Agricultural Marketing Service Report. 128 pp. Posted at: https://www.ams.usda.gov/sites/default/files/media/Toolkit%20Designed%20FINAL%203-22-16.pdf</li> </ol> Blogs Penn State Wine & Grape U. blogs (http://psuwineandgrapes.wordpress.com) <ol> <li>Zelinskie, J. and K. Kelley. 2016. Mid-Atlantic wine consumer participation in wine trails and wine clubs. September 30, 2016.</li> <li>Kelley, K. 2016. Take a tour of La Cite du Vin. August 26, 2016.</li> <li>Zelinskie, J. and K. Kelley. 2016. Wine tourism and the Mid-Atlantic wine consumers’ interest in tasting room activities. July 29, 2016.</li> <li>Kelley, K. 2016. Offering tasting room visitors an experience. June 24, 2016.</li> <li>Zelinskie, J. and K. Kelley. 2016. Factors that impact Mid-Atlantic wine consumer purchasing decisions. June 17, 2016.</li> <li>Kelley, K. and J. Zelinskie. 2016. Talkin’ ‘bout my (wine consuming) generation. May 27, 2016.</li> <li>Kelley, K. 2016. Social media analytics, Part 2. 22 April 2016.</li> <li>Kelley, K. 2016. Social media analytics, Part 1. 1 April 2016.</li> <li>Kelley, K. 2016. Social media strategies for winery tasting rooms. 26 February 2016.</li> <li>Zelinskie, J. and K. Kelley. 2016 Consumer Behaviors and Attitudes Towards Wine Purchasing and Marketing Specific to New Jersey, New York, and Pennsylvania. Demographics of Super Core, Core, and Marginal Survey Participants. 19 February 2016.</li> <li>Kelley, K. 2016. Tasting room odds and ends. 29 January 2016.</li> <li>Kelley, K. 2015. Customer survey opportunity for wineries. 18 December 2015.</li> </ol> Active Grants <ol> <li>Curtis, K.R.,Principal Investigator. Utah Extension Program Grant, 2016-2017. $10,000. Fresh Produce Price Comparisons among Direct and Traditional Markets in Northern Utah.</li> <li>Curtis, K.R.,Co-Principal Investigator: USDA Specialty Crops Program, 2015-2017. $10,462. Legume Understory Cover Crops for Sustaining Soil Fertility, Tree Growth and Yield in Mature Peach Orchards.</li> <li>Curtis, K.R.,Co-Principal Investigator (Utah): NIFA – Water for Agriculture, 2015-2020. $4.5 million. Enhancing Climate Resiliency and Agriculture on American Indian Lands of the Great Basin Region.</li> <li>Curtis, K.R.,Co-Principal Investigator: USDA Specialty Crops Program, 2014-2016. $35,081. Utah Farm-Chef-Fork: Furthering farm to restaurant communication and local sourcing statewide.</li> <li>Curtis, K.R.,Co-Principal Investigator: NIFA - Organic Agriculture Research and Extension Initiative (OREI), 2014-2019. $1.7 million. Compost Carryover and Cover Crop Effects on Soil Quality, Profitability, and Cultivar Selection in Organic Dryland Wheat.</li> <li>Curtis, K.R.,Co-Principal Investigator/Project Director: Western SARE PDP Grant, 2014-2017. $75,000. Building Business Management Capacity for American Indian Agricultural Businesses.</li> <li>Velandia, M., Principal Investigator, et al. “Enhancing Tennessee Small-scale Fruit and Vegetable Farms’ Ability to Manage Marketing and Financial Risks.” Southern Extension Risk Management Education Center, 2016- 2017 [$49,034] Center for Profitable Agriculture, University of Tennessee. </li> <li>Hayes, D. et al with Margarita Velandia. “Performance and Adoptability of Biodegradable Plastic Mulch for Sustainable Specialty Crop Production.” NIFA, USDA, September 2014 – September 2019 [$4,884,791].</li> <li>WATFRC, “Evaluation of Fungicide Application Methods for Improved Fruit Quality”, PI: A. Amiri. Amount assigned to Gallardo’s program: $6,967, 03/16-02/17,</li> <li>WATFRC, “Economic Impact of Apple Maggot Infestation”, PI: K. Gallardo $30,887. 03/16-02/17,</li> <li>WSU-ERI, “Sensor Based Precision Orchard Management”, PI: D. Brown. 05/16-05/17.</li> <li>USDA-AFRI, “Center of Excellence for Food Safety Technologies using Microwave Energy”, J. Tang. Amount assigned to Gallardo’s program: $278,791. 10/15-09/19.</li> <li>WSDA Specialty Crops Block Grant, “Sliced Pears: A Novel Avenue for Pear Consumption in the U.S.” PI: A. Dhingra. Amount assigned to Gallardo’s program: $41,497, 10/15-09/17.</li> <li>WSDA Specialty Crops Block Grant, “Cosmic Crisp®: Training System and Orchard Management to Optimize Vigor Control and Quality”, PI: Musacchi. Amount assigned to Gallardo’s program: $25,453, 10/15-03/18.</li> <li>USDA-SCRI, “RosBREED: Combining Disease Resistance With Horticultural Quality in New Rosaceous Cultivars” PI: A. Iezzoni, 9/14-8/17.</li> <li>USDA-SCRI, “Scale Neutral Harvest Aid System and Sensor Technologies to Improve Harvest Efficiency and Handling of Fresh Market Highbush Blueberries”, PI: C. Li. Amount assigned to Gallardo’s program: $144,526, 9/14-9/19.</li> <li>WATFRC, “Developing a Management Strategy for Little Cherry Disease”, PI: E. Beers. Amount assigned to Gallardo’s program: $9,521. 3/14-2/17.</li> <li>WATFRC, “WA38: Evaluation of Rootstocks and Training Systems”, PI: S. Musacchi. Amount assigned to Gallardo’s program: $13,312, 3/14-2/17.</li> </ol>

Impact Statements

Date of Annual Report: 12/11/2017

Report Information

Annual Meeting Dates: 10/22/2017 - 10/22/2017
Period the Report Covers: 10/01/2016 - 09/30/2017

Participants

Jill McCluskey, Washington State University; Kynda Curtis, Utah State University; Jon C Phillips, California State Polytechnic University, Pomona; Zoe Plakias, Ohio State University; Karina Gallardo, Washington State University; Ramu Govindasamy, Rutgers University; Greg Fonsah, University of Georgia; Lydia Zepeda, University of Wisconsin; Alba Collart, Mississippi State University; Clint Neill, Virginia Tech; Cathy Durham, Oregon State University; Tim Woods, Kentucky Cooperative Extension; Brad Rickard,Cornell University; Kathryn Boys, North Carolina State University; Dawn Thilmany, Colorado State University; Margarita Velandia, University of Tennessee; Elizabeth Canales, Mississippi State University; and Lurleen Walters, Mississippi State University.

Brief Summary of Minutes

The meeting was called to order by Jill McCluskey at 9:00 a.m.

The minutes from last meeting in New Orleans, October 2016, were approved.

The annual Business Meeting of was held on October 22, 2017 in conjunction with Food Distribution Research Society’s (FDRS) Annual Meeting. Various members of S-1067 are in leadership of FDRS. Kynda Curtis is Past President, Ramu Govindasamy is President, Kim Morgan is President-Elect, Clinton Neill is Secretary-Treasurer, Margarita Velandia is VP for Programs, Dawn Thilmany is VP for Research, Lurleen Walters and Elizabeth Canales are VP for Student Programs, Karina Gallardo is Co-Editor of the Journal of Food Distribution Research.

Members in attendance: Jill McCluskey, Kynda Curtis, Jon C Phillips, Zoe Plakias, Karina Gallardo, Ramu Govindasamy, Greg Fonsah, Lydia Zepeda, Alba Collart, Clint Neill, Cathy Durham, Tim Woods, Brad Rickard, Kathryn Boys, Dawn Thilmany, Margarita Velandia, Elizabeth Canales, and Lurleen Walters.

S-1067 advisor Robert Shulstad was also in attendance.

Introductions and State Reports. Each member reported on their activities

Tim Woods (University of Kentucky) reported working on three projects: (i) He is continuing work on a community-supported agriculture (CSA) project to measure the impact of the employer/vendor program. He is examining the health impacts on employees when employers enroll in a wellness program. (ii) He is developing a tool called local food vitality index. This is a community economic development tool that seeks to engage communities with the local food system (iii) He is studying how small producers move into commercial market channels, in collaboration with S-1067 members Dawn Thilmany, Margarita Velandia, and Kim Morgan.

Greg Fonsah (University of Georgia) reported working on research on organic crops specifically (i) soil-based rotation and (ii) high-value seasonal organic crops in the southeast. In addition he is working on (iii) studies determining the profitability of muscadine grapes produced in Georgia, (iv) pecan economic studies comparing profitability of small versus large-scale pecan growers, and including impact on export markets, and (v) conducting value chain studies in tomatoes.

Ramu Govindasamy (Rutgers University) reported he is working on (i) organic produce, with new funding from FISMA, USDA. (ii) He is working with S-1067 members Kathy Kelley and Brad Rickard on wine promotion, particularly wine produced in NJ, PA, and NY. There is a boom of wineries in NJ, most with a tourism orientation. (iii) He is participating in a grant project seeking solutions for downy mildew on vegetable crops, specifically lettuce. This project is led by MSU. (iv) He is estimating demand for leafy vegetables in Zambia and Kenya, focusing on post-harvest management and consumption. This project is funded by USAID and Ramu is collaborating with scientist from UC Davis. (v) Ramu applied with S-1067 member Kathy Kelley to a FMPP grant, but unfortunately he did not get funded, he asked if there is interest in the group to apply for a SCRI grant.

Jon Phillips (University of California, Pomona). Jon is a teaching faculty and attended the S-1067 meeting as a guest. He is looking forward attending the AAEA meetings in Washington DC 2018. He asked for any interest in submitting proposals for organized symposia. He has an interest in participating in track sessions.

Cathy Durham (Oregon State University) working on (i) wine club research with James Stern. They are conducting a survey with wine club managers. The project is centered on Oregon and Washington club wineries. S-1067 member Jill McCluskey expressed interest in collaborating with Cathy on this topic. (ii) She is working on organic wine as part of retail demand for organic foods, she has 5 years of weekly data as part of an agreements with a local retail store. Her goal is to measure elasticities between organic and conventional food products. (iii) She is studying the results from consumer-sensory-response tests as part of food entrepreneurship, value added food products. (iv) She is collaborating with S-1067 member Jill McCluskey on investigating demand for organic beer.

Zoe Plakias (Ohio State University) reported working on (i) a direct marketing project with data from USDA. (ii) She is investigating food programs in campus, as part of the Sustainable Locally by 2025 initiative. (iii) She is investigating industry peer effects on blueberry crop adoption in California. Zoe announced opening positions in Ohio State. Announced participating in the Initiative for food and agriculture transformation.

Clint Neill (Virginia Tech) announced he joined the Department of Agricultural and Applied Economics at Virginia Tech in August 2017. He is (i) investigating how people value the impacts of the Food Safety Modernization Act, and its policy implications. (ii) He is conducting research on state labeling programs in collaboration, specifically how different labeling compete against each other, recognition of labels by consumers, and market segments. Clint reported for Kim Morgan (Virginia Tech). Kim is working on the market maker project with Tim Woods. She has successfully put together a number of webinars and YouTube videos. Kim is also doing research on restaurants.

Brad Rickard (Cornell University) is working on researching vegetable and wine markets. Brad is working on (i) food waste research in collaboration. He is looking at consumers’ response towards food waste mitigation strategies. (ii) Brad is participating on the SCRI Vitis Gen 2 grant led by Cornell University in collaboration with S-1067 member Karina Gallardo (WSU). (iii) He is also participating in a SCRI led by Cornell University, on developing new apple rootstock varieties. Brad is focusing on issues arising when new rootstocks developed have not been patented. He is also focusing on the best pathways to adoption of new rootstocks. On the consumer side, he is analyzing consumers’ response to producers’ decision to grow a patented rootstock and a patented scion plant. Brad had two announcements: (i) He will lead a symposium with the International Association of Agricultural Economics Summer Meetings in Vancouver, BC, Canada. (ii) The American Association of Wine Economics will host their annual meeting in Ithaca, NY on June 10-14, 2018. He mentioned this meeting will be a good opportunity for graduate students to present relevant research.

Margarita Velandia (University of Tennessee) is working on (i) SCRI on biodegradable mulches. She is analyzing feasibility of adoption of biodegradable mulches by vegetable producers. (ii) She applied to a NSF project seeking to expand the use of biodegradable mulches to China. (iii) In collaboration with S-1067 member Tim Woods, she is working on investigating different factors affecting prices at farmers’ markets with a focus on fresh tomatoes. She is using a game theory framework. (iv) She will expand her research to include labor issues to ensure the long term sustainability of small-scale vegetable operations in the southeastern United States. She is working with a non-profit organization on this topic. (v) She is part of a project called “Fresh Top Markets,” which it is investigating how different items are priced according to the income of the potential purchaser. She will expand this project to the southeastern United States.

Dawn Thilmany (Colorado State) reported for Marco Costanigro (Colorado State) and Alessandro Bonanno (Colorado State). Marco is working on wine geographical indicators, labelling, and information economics, analyzing favor profile of barley in different types of beer. He is looking forward hosting the “Beeronomics” conference in 2021. Alessandro Bonanno is part of a $5 million AFRI grant on farmers markets and health outcomes. He is working with Beca Jablonsky on analyzing the economic impacts of food choice at farm school programs. Dawn Thilmany is on sabbatical. She is working with Agricultural Research Services USDA. She is continuing her work on Agri-tourism. She is research the impact of local foods, updating IMPLAN multipliers. She is part of the effort led by Beca Jablonsky on studying the profitability of direct marketing.

Katherine Boyes (North Carolina State University) is working on (i) analyzing contract structures between small farms and institutional markets under FISMA, (ii) studying the organic market ingredient, part of an AFRI project led by Ohio State, (iii) researching food waste on farm, in other words, the market potential for not cosmetic perfect products. This is part of a Southern SARE multidiscipline project. (iv) She is investigating the food and vegetable prescription project, that is, offering a basket of “healthy” products to patients.

Alba Collart (Mississippi State University) reported working (i) in a food waste project, specifically the relationship between food waste and labeling with emphasis on fruits and vegetables. (ii) She is analyzing the demand for organic sweet potatoes. (iii) She is collaborating with S-1067 members Lurleen Walters and Kim Morgan on the effects on consumer health concerns on food purchases, this project is in collaboration with CDC-Atlanta and Mississippi SNAP program.

Lydia Zepeda (U. of Wisconsin) reported working on (i) a project analyzing the importance of personnel at school lunch programs, (ii) conducting a survey eliciting perceptions of farmers and consumers on the proliferation of farmers markets. On the farmers side, she is studying how overwhelmed farmers feel about the abundance of farmers markets. On the consumers’ side, she is studying the demographics of farmers’ markets clientele. (iii) She is analyzing labor practices for organic food products, how much the mobility limitation of agricultural workers is affecting the organic food industry. (iv) She is working on the topic of food waste.

Kynda Curtis (Utah State University) reported working on (i) a project dealing with produce pricing at farmers’ markets, she plans to conduct a hedonic modeling including producers’ locations. She has collected data on 34 different food and vegetable products. (ii) She is investigating demand for organic non-GMO wheat, conducting an organic wheat user survey. (iii) For an agri-tourism project, she developed an extension curriculum, a book, and hosting a meeting in February. (iv) She received a beginner farmer rancher grant, incubator program focusing on farm to school. She announced she will be doing a sabbatical in Barcelona, Spain and will be working on behavioral economics. She announced topics and papers to be submit to Choices magazine, which she edits.

Jill McCluskey (Washington State University) reported working on (i) two new cooperative agreements on advancing demand for vegetables, in cooperation with ERS-USDA Suzanne Thornsbury, (ii) a project centered on organic food access she is working with IRI dataset via NORC, (iii) a project focusing on the use of social media, (iv) food safety and issues dealing with income inequality, (v) reputation of wine markets, (vi) risk and consumer acceptance of new food technologies, (vii) commercialization of new apple varieties with S-1067 members Bradley Rickard and Karina Gallardo, (viii) working with S-1067 members Karina Gallardo on food waste and refrigerated ready to eat meals. She announced that she joined the Board on National Agricultural Resources of the National Academy of Sciences.

Karina Gallardo (Washington State University) os working on (i) a project on refrigerated and sterilized ready to eat meals, investigating consumer’s acceptance of reduced food waste, cleaner labels and new technologies, collaborating with S-1067 member Jill McCluskey. (ii) She is working on the RosBREED project analyzing grower’s preferences for trade-offs between fruit quality and plant disease resistance, focusing on peach and strawberry growers, collaborating with S-1067 member Vicki McCracken – WSU. (iii) She is evaluating the economic feasibility of a hand held shaking device to improve the efficiency of fresh market blueberry picking. (iv) She is part of a planning grant evaluating at a national scale research priorities for blueberry and cranberry growers. (v) She is analyzing the impacts of an increase in quarantine areas of apple maggot on the apple growers’ profitability. (vi) She is investigating the effects of the 50% tariffs imposed by India on apples imported from the U.S. (vii) She is studying consumer preferencse for sliced pears as an alternative for increasing the shelf life of fresh pears in retail. (viii) She will initiate work on analyzing preferences for fruit quality and plant traits for wine and table grapes in collaboration with S-1067 member Bradley Rickard. She extended an invitation to submit track proposals to the Specialty Crops Economics and Latin American Section of AAEA. She extended an invitation to submit manuscripts to the Journal of Food Distribution Research, which she edits.

Robert Shulstad University of Georgia – Senior Advisor to the Dean - College of Agriculture and Environmental Sciences

Dr. Shulstad stated the importance to emphasize the collaborations ongoing between members of the project in different research ventures. He pointed that the annual reports should emphasize the efforts as a group and should emphasize the impact value added to stakeholders and society of the projects.

Review S-1067 2018 objectives and work plans.
1. Organized conference sessions
2. Joint grants submitted. Several were referenced in the introductions (see above).
3. Research/outreach activities. Many are listed in the introductions.
4. New members to invite.

Plan for 2018 coordinated activities.
1. Theme issue for journal outlet in 2018
2. Multi-state grants

Plan for 2018 joint presentations and potential meetings.

Continued recruitment of new members through professional affiliations

Election of incoming Chair Elect. Dr. Brad Rickard from Cornell University was nominated for incoming Chair Elect. No one else was nominated. A voice vote was taken with unanimous approval.

The meeting was adjourned at noon.

Minutes Attachment:

S1067 Minutes.pdf

Accomplishments

Year-End Report by Objective: Objective 1:       Develop demand and market valuation models for the produce sector that can be used to evaluate effects of increasingly complex product differentiation schemes (organic, enhanced health claims, biodynamic), trade, commodity marketing programs, labeling programs (local, food miles, Fair Trade), traceability  systems, and food safety events in the U.S. produce markets.  Colorado: Thilmany at CSU is completing a project on Agritourism with partners at USDA ERS, University of Northern Colorado and UC-Davis which includes presentations and publications on regional trends, travel costs and choice sets. The project website has a compilation of research and outreach materials at: <a href="https://agritourism.localfoodeconomics.com/">https://agritourism.localfoodeconomics.com/</a> with materials for anyone on  the project to use if they find them useful. CSU is beginning discussions with Rutgers to update a best practices guides for those communities and operators looking at agritourism opportunities that shares what we have learned about travelers. A PhD student, Anders van Sandt has led that work and received 2nd in the North American Regional Science Association for his regional paper from this work.  The connections between direct food sales and agritourism are interesting and important for this committee. We have analyzed data from a 2016 Public Attitudes survey for Colorado, and with more questions on trust in food information sources, food system perceptions and behavior around food, a MS student will explore the determinants of local food shopping preferences across products and shopping venues (direct markets vs. traditional retail format).  Fact sheets on the survey are available at: http://webdoc.agsci.colostate.edu/DARE/FSR/FSR17-02.pdf Marco Costanigro has worked with Yuko Onozaka (U. of Stavanger) to develop a framework to study the role of consumer beliefs in food choice. In an application to salmon vs. chicken choices, we studied the effect of Modified Atmosphere Packaging on consumer preference. The empirical approach we devised allows a deeper understanding of consumer rejection of MAP: even though they are perceived as convenient, MAP products are seen as less fresh, safe and healthy than the unlabeled counterpart. The method allows decomposing the WTP for food labels according to they affect consumer perceptions of experience and credence quality dimensions (taste, healthiness, and safety). We also show how heterogeneity in the valuation of labeled attributes is largely due to different interpretation (i.e. beliefs) of the observed quality cues, rather than real differences in preferences for quality outcomes (e.g. taste vs. healthiness). Georgia: Fonsah is involved in the Economic Analysis of organic crop rotation systems for high value cool-season vegetables in southern region of the USA.  Fonsah is involved in the self-protection from weather risk using improved maize varieties or off-farm income and the propensity for insurance research studies. New Jersey: Globally, sales of the organic food and drink reached 80 billion US dollars in 2014. The market has expanded over three-fold in the past ten years (2000: 18 billion US dollars). The demand for organic products is concentrated in two regions: North America and Europe, earning 96 percent of global revenues. In case of the U.S., sales of organic products topped to 35 billion US dollars in 2013 (up 11.5 percent from 2012), and grew by more than 11 percent in 2015 (Willer H, Lernoud J (Eds.) (2016)). Organic agriculture continues to be one of the fastest growing sectors in the U.S. In contrast, sales of non-organic products increased only 4.7% in 2011 (Organic Trade Association (2012). Prior to the economic downturn, the growth of organic food sales showed an annual increase of 19%. Even in 2010, during one of the greatest economic downturns in the United States, organic sales increased nearly 8%. Organic food now represents 4.2% of all food sales in the U.S. In general, farmers in the mid-Atlantic region relatively operate a small piece of land (USDA, 2016b) which often results in increased cost of production. Smaller farm land coupled with higher input cost makes farming a risky business in the mid-Atlantic US. In order to increase farm viability, farmers in many regions are moving towards growing organic niche crops (Govindasamy et al., 2015; Klonsky, 2010). Also organic market infrastructure improvements could increase both the net profits and the viability of small farms in this region. Against this back ground, this study was conducted to predict consumer’s choice for fresh organic fruits and vegetables. The consumer characteristics such as buying behavior, socialeconomic, demographic attributes and attitudes of organic produce purchasers were analyzed. The results of this study could provide a better understanding of organic consumers’ purchasing behavior and their choice to support farmers in the mid-Atlantic region of the US. An online survey was conducted to capture consumer's interest and expectation towards organic fruits and vegetables. Data was collected through an online survey from 1,100 participants, pre-screened and identity checked from the pool of 5,191 selected candidates using a private online survey company. We developed a multinomial logit model to predict consumer's choice of organic fresh fruits and vegetables. Six most important fruits and vegetables were identified for this study, and rest of them were included in the "other" category. The "other" fruits and vegetables were left out of the regression as the base case. The results show that those who think organic food has better taste, and have a graduate degree are more likely to choose banana compared to other fruits and vegetables. Respondents who preferred freshness, has a two-year college degree, and Caucasian, are more likely to choose carrot. Those who wish to support to local farmers and with education above high school are more likely to choose lettuce.  Respondents with a two-year college degree is more likely to choose strawberries, whereas, those who prefer organic wine is also more likely to choose apple. Also, those who prefer organic wine, and the Caucasians are more likely to choose tomato over other fruits and vegetables. Producers of organic fruits and vegetables can target customers for sale, based on their demographics as well as their preference. New York: During 2017-18 Brad Rickard plans to continue using the Nielsen Homescan data to examine consumer demand for variety for various fruit and vegetable products, including wine. Here he is interested in the role of public policies and other industry initiatives that might impact the variety of products that are purchased, and how these patterns have evolved over time.  Brad also plans to study the effects of initiatives designed to reduce food waste, and how such efforts might impact caloric intake and nutrient consumption.  In addition, Brad is in the early stages of research that examines consumer response to wine labels in the United States. Lastly, Brad is part of a large group based in the United States and Europe that is investigating the impact of date labels on food waste. Oregon: In 2016 Durham (Oregon State University) received feedback from S-1067 committee members Thilmany (Colorado State University) and Curtis (Utah State University) on the Market Research for Market Readiness Protocol which was made available at the end of 2016. Durham (Oregon State University) and McCluskey (WSU) and graduate students have been working on a study of the impact of organic labels on beer. Durham (Oregon State University) is finalizing a paper on the substitutability of organic and conventional fruits in a supermarket. During the 2017 S-1067 annual meeting, Durham shared the current status of a new agribusiness survey and received helpful suggestions for improving response rate. In the reporting period, Dr. Qingyue Ling has been working to develop a smart phone/mobile based food safety recall information system to facilitate the small food processors to implement FSMA required food safety recall plan. This information system could also improve supply chain traceability in terms of inventory management.  He has been awarded a two and half year USDA Specialty Crop Oregon State Block grant to carry out the research project. Dr. Ling has also been serving as a Co-PI on another three-year USDA food safety research project with Dr. David Stone to develop a Nano-technology based quick detection method for toxic chemicals in sea foods. This research will provide sea food processors a cost effective and efficient tool to identify contaminated seafood and minimize or prevent harmful health impact to the market and consumers. Due to the initial stage of these two research projects, no related publication and presentation has been generated yet. Dr. Stone has been involved with increasing Oregon State University capacity to address outreach and training needs related to implementation of the Food Safety Modernization Act, particularly as it relates to preventative controls of human and animal feed. Dr. Stone is developing curricula for a multi-state program focused on sanitation training for processing facilities that is applicable to commodities at multiple institutions involved with this project.  Washington: McCluskey received two new USDA Cooperative Agreement Grants that fall under objective 1.  The first one is Advancing the State of the Art for Short and Long Run Fruit and Vegetable Projections.  The objective of this cooperative agreement is to develop a new fruit and vegetable model for short and long term projections that aims to find a balance between being state-of-the-art and not being overly-burdensome in terms of annual updating.  The second one provides access to IRI scanner data to estimate organic premiums in the retail market.  McCluskey also supervised a PhD dissertation on the Economics of Organic, and Sustainability Products, which was defended in May 2017.  One of projects examined products that are offered with multiple environmental claims in order to appeal to consumers who care about multiple concerns.  We estimate hedonic price functions for California and Washington wines to quantify the implicit prices consumers are willing to pay for organic, sustainable, fish friendly and biodynamic-produced wines, including both certified and uncertified wines. Objective 2:       Analyze the relative benefits and costs, to producers and consumers, of government and industry-led marketing and policy programs (certifications, Leafy Greens marketing order, Country of origin labeling, farmers markets) using both theoretical approaches and empirical evidence from multi-state applied research projects. Colorado: CSU is in its final year of supporting USDA AMS in its efforts to build a new “community of practice” to analyze the economics of local foods with some initial state partners (New York, Vermont, Iowa State, Tennessee, Wisconsin, Michigan) but also, an increasing number of users and members (Florida, Washington, North Carolina, Indiana).  To add some context to how communities and organizations can use the Toolkit to Assess the Economic Implications of Food System Innovations, a special issue of case studies focused on examples where communities are using toolkit “best practices” is being developed during 2017 and 2018. Marco Costanigro continues advancing his research agenda in the area of the economics of information.  He has been working with K. Messer (U. of Delaware) and H. Kaiser (Cornell) at an evaluation of the effects of food process labels. The extensive literature review considers the pros (product differentiation, public health protection, correction of externality, promotion of fairness) and cons (segregation costs, information overload, halo effects, neophobia and technology rejection, framing effects and stigmatization of unlabeled products). This work has been recently published as featured article in AEPP. Dr. Costanigro is also continuing his work on product differentiation via Geographical Indications with a team of Italian researchers (Scozzafava and Casini, U. of Firenze). The most recent work analyzes the effect of multi-tier quality standards adopted by some GI, where more than one certification is labeled (Chianti, Chianti Classico, Chianti Classico Gran Selezione). The work shows how the introduction of a new quality standard (e.g. Gran Selezione) can cheapen the perceived quality of lower-tier wines, leading to cannibalization and loss of market share. Dr. Costanigro has continued data collection with Dr. Jablonski (CSU) to evaluate consumer acceptance of new grape varieties in nascent wine region, using a multiple price listing auction in field experiments at wine events. Georgia: Fonsah developed nine vegetable enterprise budgets for the following crops: Collard greens, Kale greens, Cabbage, Eggplants, Carrots, Bell Pepper, Onions, Tomatoes and sweet corn for Georgia.  Fonsah developed six fruits enterprise budgets for the following crops: Muscadine grapes, watermelon, cantaloupe, small grower’s pecans, large grower’s pecans, and “Veinte Cohol” bananas.  Fonsah is involved in the research entitled “Incorporating Structure and Stochasticity in Muscadine grapes Enterprise Budget and Investment Analysis”. Fonsah is involved in a “Thrips: Vector biology and management” research studies.  Fonsah is involved in the Economics studies for Whiteflies and Tomato yellow leaf curl virus (TYLCV) Management Options. New York: In 2017-18 Brad Rickard will further examine consumer response to various policies intended to reduce food waste.  Ultimately he will develop a model to link changes in food waste mitigation strategies to food consumption and nutrient intake to show the trade-offs associated with different public policy approaches in this arena.  In addition, during 2017-18 Brad will complete a project with Dan Sumner (UC Davis) and JunJie Wu (Oregon State) that assesses supply response to the availability of crop insurance programs for fruits and vegetables using the USDA-ARMS database. Third, Brad is in the early stages of a project that uses survey data to better understand consumer response to labels (words, images, and mood) on wines produced in California and in France. This final project could lead to an extension of the work he has been doing (and additional work) with S-1067 members Kathy Kelley and Ramu Govindasamy. Objective 3:       Assess the changing coordination and supply chain management strategies being implemented in the fruit and vegetable sector and identify strategic organizational and marketing implications for a set of firms that are diverse in terms of commodity, marketing approach and size of operation (including small and mid-size farms).  Colorado: CSU is finishing Federal State Marketing Improvement program grant with the Colorado Department of Agriculture to do Marketing Channel Assessments, based on a tool and process developed by Matt LeRoux and Todd Schmit at Cornell University. Data was gathered from 25 farms in summer 2016 and another 25 producers in different regions of the state were added in 2017.  The team shared preliminary results with the participating producers and key stakeholders in the past year, Jeremy Christensen, finished his MS thesis based on this data, and a project update will be presented at FDRS in 2017. Using USDA-ERS ARMS data, and in partnership with Oklahoma State University, we are creating economic benchmarks of different food marketing strategies, aggregated as direct, intermediated and combined direct-intermediated, but also broken down by scale.  These benchmarks of profitability and technical efficiency will be published in the coming year, and are the basis for plans to continue work on standardized performance benchmarks for the sector.  Our hope is use the new USDA ERS local foods survey to do more detailed benchmarks in the future, although initial work with the data shows there are some data sample limitations.  CSU did submit a grant to continue this work with several advisors including peers at the Ohio State, Arkansas, Oregon State, Farm Credit, USDA AMS, USDA ERS, and NC AT&T. Georgia: Fonsah directed the India Banana Value Chain Studies.  Fonsah directed the Bangladesh Banana Value Chain Studies. Washington: McCluskey, Gallardo and Rickard (Cornell) studied how to best commercialize new plant varieties, with a focus on apples.

Publications

Outreach/Industry Presentations: <ul> <li>Curtis, K.R., Beginning & Small Farm Profitability Strategies workshops in Blanding, Logan, and Salt Lake City, UT.</li> <li>Curtis, K.R.,Utah Small and Urban Farms Conference, Marketing Strategies Session, Salt Lake City, UT.</li> <li>Curtis, K.R., Native Waters Summit, Agritourism Opportunities Presentation, Reno, NV.</li> <li>Curtis, K.R., Native Waters Workshop, Climate Change and Ag. Strategies session, Reno, NV.</li> <li>C. Why Buy US? Multi-Country French Fry Quality Research at Oregon State University Food Innovation Center. Potatoes USA International Chef Menu Development Reverse Trade Mission. April 21, 2017.</li> <li>Gallardo, R.K. “Cost Estimates of Establishing and Producing Sweet Cherries.” Cherry Institute, Yakima, WA. January 20, 2017.</li> <li>Gallardo, R.K. “Economic Impact of the Apple Maggot.” Eastern Washington Ag Expo TRAC, Yakima, WA. January 3, 2017.</li> <li>Gallardo, R.K. “Economic Model in Regards to Spotted Wing Drosophila (SWD)-En Espanol.” <ul> <li>Eastern Washington Ag Expo TRAC, Pasco, WA. January 3, 2017.</li> <li>Wilbur Ellis Grower Meeting. Yakima, WA. January 17, 2017.</li> </ul> </li> <li>Gallardo, R.K., S. Galinato, D. Granatstein. “Economic Impact of Apple Maggot in Washington State-En Españ” <ul> <li>WSDA Farmworker Education Program, Wenatchee, WA. December 16, 2016.</li> <li>WSDA Farmworker Education Program, Granger, WA. December 9, 2016.</li> </ul> </li> <li>Gallardo, R.K. “Economic profitability of producing Honeycrisp apples-En Españ” <ul> <li>Annual Meetings of the Washington State Horticultural Association, Spanish Section. Wenatchee, WA. December 5-7, 2016.</li> </ul> </li> <li>Gallardo, R.K. “How Close are Industry and Consumers’ Expectations for Fruit Quality.”Annual Meetings of the Washington State Horticultural Association, Wenatchee, WA. December 5-7, 2016.</li> <li>Govindasamy, R. Surendran Arumugam, Isaac Vellangany, J. Heckman, J. Carleo, H. Gohil, M. Melendez, R. W. Vanvranken, W. Kline, C. Miller and W. Walker, “Organic Produce Marketing Opportunities in the Mid-Atlantic: A 2016 Consumers Survey”, NJ Vegetable Growers’ Association Annual Meeting, February 7-9, 2017, Atlantic City, NJ.</li> <li>Jablonski, B.B.J. G. Graff and D. Thilmany. Colorado Blueprint of Food and Agriculture Release Presentation. CSU AgInnovation Summit 2.0. September 2017. Posted here: https://www.youtube.com/watch?v=LndsyySdXyc&feature=youtu.be</li> <li>Jablonski, B.B.J., K. Liang and D. Thilmany. “Committee on Local Food Economics,” eXtension Community Local and Regional Food System eCoP. April 2017.</li> <li>Jablonski, B.B.J., Christensen, D. Thilmany, and M. Sullins. “Market Channel Assessments,” Farm to Fork Conference, Western State University, Gunnison, CO. March 2017</li> <li>Jablonski, B.B.J., D. Thilmany, M. Sullins, J. Christesen, E. Naasz, and S. Knight. “Exploring the Performance of Marketing Strategies: Implications for CO Fruit and Vegetable Growers,” Colorado Fruit and Vegetable Growers Association. March 2017.</li> <li>Kelley, K. M. (February 2017). “Social media networks wineries should use to connect with consumers,” B.E.V. NY Annual Meeting, Cornell Extension, Waterloo, NY,</li> <li>Kelley, K. M. (March 2017). "Incorporating lifestyle trends into your retail product mix," Greater Cleveland Flower Growers Association Annual Meeting, Hudson, OH.</li> <li>Kelley, K. M. (March 2017). "Using social media to connect with your customers," Greater Cleveland Flower Growers Association Annual Meeting., Hudson, OH.</li> <li>Liang, K., B.B.R. Jablonski, J. O’Hara, D. Tropp, and D. Thilmany McFadden. “Planning for Profitable Agriculture and Sustainable Food Systems,” Smart Growth Network. May 2017.</li> <li>Lipetzky, T. M. Sullins and D. Thilmany. “Coloradans’ Perceptions about Agriculture: 2016 Survey Results & Implications,” Governor’s Forum on Colorado Agriculture, Denver, CO. February 2017.</li> <li>Plakias, Zoë T. and Iryna Demko. “Opportunities in Direct Marketing Agriculture.” Farm Science Review “Ask the Experts” session, London, OH. September 20-21, 2017.</li> <li>Plakias, Zoë T. “Opportunities in Direct Marketing Agriculture.” Ohio State University Department of Agricultural, Environmental and Development Economics podcast. Available online: <a href="https://trinoskey1.wixsite.com/aede/podcasts">https://trinoskey1.wixsite.com/aede/podcasts</a>. October 2017.</li> <li>Saputo, R. and B. Rickard. “Situation and Outlook Report for Fruits and Vegetables.”  Presented at the Dyson School Agricultural Outlook Conference.  Ithaca, NY.  January 24, 2017.  25 attendees.</li> <li>Thilmany, D., D. Hughes, K. Keck and A. Hodges. “Framing an Economic Evaluation of Tribal Food System Initiatives,” Joint program with Oklahoma State University and the Choctaw Nation. April 2017.</li> <li>Thilmany, D., D. Hughes, K. Keck and A. Hodges. “Framing an Economic Evaluation of Community Food System Initiatives,” University of Florida Food Systems Train the Trainer Program. Apopka, FL.  March 2017.</li> <li>Thilmany, D., A. Morales. D. Tropp, A. Bauman, and S. Schaffstall. “Evaluating Economic Impacts of Local and Regional Food Systems,” In-Service Training for Growing Food Connections. Las Cruces, New Mexico. February 2017.</li> <li>Thilmany, D. and B.B.R. Jablonski. “An Overview of Food Market Trends and Colorado’s Market Channels,” Food and Farm Forum, Montrose, CO. January 2017.</li> <li>Thompson, Tiffany, Mark Williams, Tim Woods, Carl Dillon, and Ric Bessin, (2017) “Economic Analysis of the University of Kentucky Community Supported Agriculture Organic Vegetable Production System” CAFÉ Research Report SR-111, University of Kentucky, July. <a href="http://www.uky.edu/ccd/tools/budgets/UKCSAEconomicAnalysis">http://www.uky.edu/ccd/tools/budgets/UKCSAEconomicAnalysis</a></li> <li>Velandia, M. “Recordkeeping tools for Small Fruit and Vegetable producers.” Rutherford County Farmers’ Market Vendor Meeting. Murfreesboro, TN, April 11, 2017.</li> <li>Velandia, M. “Evaluating Financial and Economic Factors Contributing to the Sustainability of Beginning Farms: Evidence from Five Farms in Tennessee and Virginia.” Knoxville-Knox County Food Policy Council, April 20, 2017.</li> <li>Velandia, M. “The Use of Internet, Mobile Websites and Apps among Specialty Crop Farmers.” Assessment of farmers’ interest in using a new mobile app (the Farm Spotter) designed to help producers connect with restaurants and wholesalers and facilitate transaction between these parties. Knoxville, TN, June 12, 2017.</li> <li>Velandia, M., and T. Marsh. “Economic Considerations for the Adoption of Biodegradable Plastic Mulch in Vegetable Production.” International Symposium: Biodegradable Mulch Film, June 30, 2017, Novara, Italy.</li> <li>Velandia, M. “True Costs and Profitability in Vegetable Production.” Organic Field Day, October 26, 2017.</li> <li>Velandia, M. “The Use of Biodegradable Mulch Films in Vegetable Production.” Agricultural Economics Market Outlook In-service trainings, Knoxville, TN, October 31, 2017; Murfreesboro, TN, November 1, 2017; Jackson, TN, November 2, 2017.</li> <li>Woods, Timothy, Jairus Rossi, and Alison Davis, (2017) “Local Food Vitality Index: Utilizing Resident Consumer Views of Food System Performance to Create a Development Road Map”, plenary session for Food Distribution Research Society, Honolulu, HI, October.</li> <li>Zelinskie, J., K. Kelley, D. Gardner, R. Govindasamy, J. Hyde, B. Rickard, and K. Storchmann. “An assessment of winery tasting room marketing strategies based on Mid-Atlantic (New Jersey, New York, and Pennsylvania) consumer surveys.” Presented at the Annual Meeting of the American Society of Enology and Viticulture/Eastern Section. Charlottesville, VA. July 10, 2017. 50 attendees.</li> <li>Zepeda, L. “Mobile Food Markets in the US” Hua Zhong Agricultultural University, Wuhan, China. September 15, 2017. 1 hour presentation. Audience of 100.</li> <li>Zepeda, L. YouTube Video “How to Use a Food Pantry” published May 17, 2017 <a href="https://www.youtube.com/watch?v=CiEBFiG64sc">https://www.youtube.com/watch?v=CiEBFiG64sc</a></li> <li>Zepeda, L. “Food Waste” 15-minute presentation for “Flavors of the World,” an outreach event sponsored by Wisconsin Union Directorate. April 19, 2017. 45 students.</li> <li>Zepeda, L. “Food Waste” 15-minute presentation for Sustainability Committee, a UW Madison student organization. April 18, 2017. 18 undergraduates.</li> <li>Zepeda, L. “The Hidden Cost of Education: Hunger” 15-minute presentation at Financial and Food Security Resource Guide Meeting, meeting of 20 student organization representatives, April 6, 2017.</li> <li>Zepeda, L. “Hiding Hunger on UW Campus” University Health Services Equity & Diversity Committee Brown Bag. February 21, 2017. 1 hour presentation. 20 UHS staff and students.</li> <li>Zepeda, L. “Food Sovereignty and Food Security” January 28, 2017, Slow Food UW Intern meeting. 75 min lecture. 12 participants</li> <li>Zepeda, L. “Food Insecure Students” January 24, 2017, Theatre & Drama 525, Theatre for Youth, 75 minute lecture, 8 graduate and undergraduate students.</li> </ul> Academic Presentations: <ul> <li>Akhundjanov, S.B., J. McCluskey, K. Gallardo, and Rickard. 2017. “Innovator Commercialization Strategies and Adopter Willingness to Pay: The Case of New Fruit Varieties.” Poster presentation at the Annual Meeting of the American Economics Association. Chicago, IL. January 6, 2017.</li> <li>Arumugam, S., Ramu Govindasamy, Isaac Vellangany and Hemant Gohil, (2016). “An Analysis of Organic Fresh Produce Choice: A Consumer Preference Study in the Mid-Atlantic USA”, Food Distribution Research Society Conference in New Orleans, LA, USA.</li> <li>Bergefurd, Brad, Tim Woods, Martin Bechu, Alex Butler, and Brett Wolff, (2017) “Local versus Regional Engagement in Ohio Valley Produce Auctions: A Price Analysis”, Presented paper, Food Distribution Research Society, Honolulu, HI, October.</li> <li>Colpaart, A. and D. Thilmany. Identifying Key Drivers for Food Business Managers to Engage in the Access Economy. Selected paper for the 2017 WAEA Annual Meetings. Lake Tahoe CA. July.</li> <li>Curtis, K., K. Salisbury, V. Pozo, and C. Durward, “Is Local Produce Really More Expensive? A Comparison of Direct Market & Conventional Grocery Produce Pricing.” Selected paper presented at the Food Distribution Research Society Annual Meeting, Honolulu, HI, October 2017.</li> <li>Demko, Iryna, Zoë T. Plakias, and Ani Katchova. "How do farmers compose their portfolio of local food marketing channels?" Selected presentation, AAEA Annual Meeting, August 2017.</li> <li>Demko, Iryna, Zoë T. Plakias, and Ani Katchova. "Farmer Use of Local Food Marketing Channels: New Evidence from the Local Food Marketing Practices Survey." Research presentation, Food Distribution Research Society Annual Meeting, October 2017.</li> <li>Drugova, T., K. Curtis, and V Pozo, “Forecasting Organic Wheat Prices: Do Conventional Wheat Prices Play a Role?” Selected paper presented at the Food Distribution Research Society Annual Meeting, Honolulu, HI, October 2017.</li> <li>Ehmke, M., C. Jones-Ritten, B. Patalee, A. Bekkerman, K. Curtis, and C. Ehmke, “How Sweet Are Beekeeper Returns from Almond Pollination and Honey Production?” Selected paper presented at the 21st International Farm Management Congress, Edinburgh, Scotland, July 2007.</li> <li>Gergaud, O., F. Livat, and B. Rickard. 2017. “Eat, Drink, Vote.” Presented at the Annual Meeting of the American Association of Wine Economics. Padova, Italy. June 29, 2017.</li> <li>Gergaud, O., F. Livat, and B. Rickard. 2017. “Eat, Drink, Vote.” Presented at the Annual Meeting of the Canadian Agricultural Economics Society. Montreal, Quebec. June 18, 2017.</li> <li>Hill, R. D. Thilmany, M. Sullins, A. Van Sandt, S. Hardesty and C. Snyder. Agritourism in the West: Outreach approaches and strategies that work for producers and communities exploring new and expanded efforts. Organized symposium for the 2017 WAEA Annual Meetings.  Lake Tahoe, CA. July.</li> <li>Ho, S.-T., Ifft, J., and B. Rickard. 2017. “Using ARMS data to explore how participation in federal crop insurance affects the supply response of specialty crops.” Presented at the Agricultural and Applied Economics Association. Chicago, IL. July 29, 2017.</li> <li>Hong, Y., R.K. Gallardo, M. Gomez, S. Atallah, and X. Fan. 2017. Modeling the economic impact of pest quarantine programs - The case of the apple maggot quarantine program in Washington State. Annual Meetings of the Agricultural and Applied Economics Association meetings, Chicago, Il. July 31-August 2, 2017.</li> <li>Ikiz, D., R.K. Gallardo, and A. Dhingra. 2017. Estimate consumers’ preferences and willingness to pay for a specialty crop novelty: Pre-packed sliced pears. Agricultural and Applied Economics Association meetings. Chicago, Il. July 31-August 2, 2017.</li> <li>Jablonski, B. and D. Thilmany. Evaluating the Economic Impacts of Innovative Agricultural Marketing and Infrastructure Investments: A USDA AMS Toolkit. Selected paper for the 2017 WAEA Annual Meetings. Lake Tahoe CA. July.</li> <li>Jung, A., R.K. Gallardo, and D. Zilberman. 2017. Adoption of mechanical harvester aids by the blueberry industry: Results from a dynamic optimization approach. Agricultural and Applied Economics Association. Chicago, July 31-August 2, 2017.</li> <li>Kelley, K. M., J. Zelinskie, M. Centinari, D. Gardner, R. Govindasamy, J. Hyde, B. Rickard, and K. Storchmann. “Consumer preferences for sustainable wine attributes: A conjoint analysis.”  Presented at the Annual Meeting of the American Association of Wine Economists. Padua, Italy. June 30, 2017. 35 attendees.</li> <li>Li, S., J.J. McCluskey, R.C. Mittelhammer, “A Taste for Markdowns in Retail Food Markets,” Food Distribution Research Society, Honolulu, October 21-24, 2017.</li> <li>Li, Z., R.K. Gallardo, V. McCracken, and C. Yue. 2017. Which one is of greatest concern to specialty crop producers: disease resistance or fruit eating quality? The case of SE peach and Fl strawberry growers. Agricultural and Applied Economics Association meetings, Chicago, Il. July 31-August 2, 2017.</li> <li>McCluskey, J.J. “Economics of Genetically Engineered Crops,” Forum of Scientific Society Leaders on Genetically Engineered Crops: Experiences and Prospects, National Academies of Sciences, Engineering, and Medicine, Washington DC, December 7, 2016.</li> <li>Nordesty, Wilson, Shang-Ho Yang, and Timothy A. Woods, (2017) “Facing Market and Production Issues: Can Fair Trade Be the Solution for Coffee Sector in Haiti?” Presented paper, Food Distribution Research Society, Honolulu, HI, October.</li> <li>Plakias, Zoë T. "Impacts of Local Sourcing in an Institutional Context." Selected presentation, AAEA Annual Meeting, August 2017.</li> <li>Plakias, Zoë T. (presenter), Rachael E. Goodhue and Jeffrey Williams. "Voting for Mandatory Agricultural Producer Organizations: Theory and Evidence from California." Richardson-Applebaum Dissertation Award Seminar, Food Distribution Research Society Annual Meeting, October 2017.</li> <li>Naasz, E., B. Jablonski, J. Christensen, M. Sullins and D. Thilmany, Initial Results from the Colorado Marketing Channel Assessment: Benchmarks and Lessons Learned . Research Update at the 2017 Food Distribution Research Society Meetings. Honolulu, HI. October 2017.</li> <li>Peralta-Jimenez, J., J. Arana-Coronado, C.O. Trejo-Pech, and M. Velandia. “Factors Influencing Selling Decisions of Organic and Fair Trade Coffee Producers in Mexico.” Presented at the 2017 International Food and Agribusiness Management Association Annual Conference, Miami, FL, June 18-21, 2017.</li> <li>Rickard, B. “Food waste mitigation strategies: Implications for nutrient consumption and caloric intake.” Presented in a plenary session at the Annual Meeting of the Food Distribution Research Society. Honolulu, HI. October 23, 2017.</li> <li>Thilmany McFadden, D., S. Low and M. Castillo. Rural Development Implications of Foodie Culture: What factors drive food and beverage manufacturing firm dynamics?  Organized session for the 2017 North American Regional Science Association meetings.  November 2018.</li> <li>Salisbury, K., R. Ward, K. Curtis, T. Teegerstrom, S. Emm, and C. Bishop, “Money Management and Business Management Curriculum for American Indian Agricultural Businesses.” Selected presentation of the 2017 Extension Risk Management Education National Conference, Cincinnati, OH, April 2017.</li> <li>van Sandt, A., M. Costanigro and D. Thilmany. Proximities to Attractions and Visitor Reviews in Determining Traveler Behavior: A Choice Experiment on Agritourism. 2017 AAEA Annual Meetings. Chicago IL. July.</li> <li>Waldrop, M., J.J. McCluskey, and R.C. Mittelhammer, “Effects of Sustainable Production Standards on Product Prices: Insights for the U.S. Wine Market,” Keynote the GlobalFood Symposium on 28-29 April 2017 in Göttingen, Germany. §  Waldrop, M., J.J. McCluskey, and R.C. Mittelhammer, “Effects of Multiple Production Standards on Product Prices,” Plenary presentation at the European Agricultural Economics Association Congress, Parma, Italy, Aug. 29-Sept. 2, 2017. §  Waldrop, M. and J.J. McCluskey, “Impact of Organic, Sustainable, and Biodynamic Wine Making Practices on Wine Prices,” fourth International Conference Series on Wine Active Compounds, Beaune, France on March 29-31, 2017.</li> <li>Zelinskie, J., Kelley, K. M., Gardner, D., Govindasamy, R., Hyde, J., Rickard, B., K. S. (July 2017). “An assessment of winery tasting room marketing strategies based on Mid-Atlantic (New Jersey, New York, and Pennsylvania) consumer surveys,” American Society of Enology and Viticulture/Eastern Section Annual Meeting, Charlottesville.</li> <li>Zepeda, L. “Hiding Hunger in Middle America” Migrating Food Cultures, Annual meeting of Agriculture, Food and Human Values Society, June 14-17, 2017, Los Angeles, CA. June 17, 2017.</li> </ul>  Refereed Journal Articles: <ul> <li>Allen, J., IV, J. Rossi, T. Woods, A. Davis, (2017) “<a href="https://exchange.uky.edu/owa/redir.aspx?REF=dbBV-NCarBg-VI5BhjfMzyCXU6hbAc7dqzpm0f1vft500ey7047TCAFodHRwOi8vd3d3LnRhbmRmb25saW5lLmNvbS9kb2kvYWJzLzEwLjEwODAvMTQ3MzU5MDMuMjAxNi4xMTc3ODY2">Do community supported agriculture programmes encourage change to food lifestyle behaviours and health outcomes? New evidence from shareholders</a>,” International Journal of Agricultural Sustainability 15(1): 70-82.</li> <li>Arumugam, S., R. Govindasamy, and I. Vellangany (2016), “An Analysis of Consumer Preferences for Bed and Breakfast in the Eco-Agritourism Activities”, SAARC Journal of Agriculture 14(2): 162-173.</li> <li>Arumugam, S., R. Govindasamy, X. You and I. Vellangany (2016), “Country of Origin Labelling (COOL): A Consumer Preference Analysis for Ethnic Greens and Herbs in the East Coast Region of USA, Economic Affairs 61 (4):1-11.</li> <li>Awondo, S. N., E. G. Fonsah and D. J. Gray. (2017) “Incorporating Structure and Stochasticity in Muscadine grapes Enterprise Budget and Investment Analysis”, HortTechnology: 27 (2): 212-222 (April).</li> <li>Bauman, A. and D. Thilmany. 2017. Exploring Localized Economic Dynamics: Methods Driven Case Studies of Transformation and Growth in Agricultural and Food Markets. Economic Development Quarterly. 31(3): 244-254.</li> <li>Bauman, A., D. Thilmany and B.B.R. Jablonski 2017. The financial performance implications of differential marketing strategies: Exploring farms that pursue local markets as a core competitive advantage. Forthcoming. Agricultural and Resources Economic Review. </li> <li>Brady, M.P, R. K. Gallardo, and S. Badruddozza. 2016. “Regional Equilibrium Wage Rate for Hired Farm Workers in the Tree Fruit Industry.” Western Economics Forum, 15(1): 20-31.</li> <li>Carroll, K., A. Savikhin Samek, and L. Zepeda. 2017 “Food bundling as a health nudge: Investigating consumer fruit and vegetable selection using behavioral economics.” Accepted and in press Appetite.</li> <li>Cusack L, Eagles-Smith C, Harding A, Kile M, Stone D (2017). Mercury Molar Ratios in Freshwater Fish in the Columbia River Basin: Potential Applications for Specific Fish Consumption Advisories. Biological Trace Element Research. 178:136-146.</li> <li>Choi, J.W, C. Yue, J. Luby, S. Zhao, R.K. Gallardo, McCracken, and J. McFerson. “Estimating Strawberry Attributes’ Market Equilibrium Values.” HortScience, 52: 742-748.</li> <li>Ehmke, M., C. Ritten, B. Patalee, A. Bekkerman, K. Curtis, and C. Ehmke, (forthcoming). “How Sweet are Beekeeper Returns from Almond Pollination and Honey Production.” International Journal of Farm Management.</li> <li>Ekhibar, A., A. Countryman, D. Ufer and D. Thilmany. An Overview of Global Wheat Market Fundamentals in an Era of Climate Concerns. International Journal of Agronomy.</li> <li>Gergaud, O., F. Livat, B. Rickard, and F. Warzynski. 2017. Evaluating the net benefits of collective reputation: The case of Bordeaux wine. Food Policy 71(August): 8–16.</li> <li>Govindasamy, R., K.M. Kelley and S. Arumugam (2017), Hayride participation in the Mid-Atlantic States: A logistic approach, Economic Affairs, Publisher: New Delhi Publishers 62(2): 1-7.</li> <li>Gumirakiza, J.D., K.R. Curtis, and R. Bosworth, (2017). “Consumer Preferences and Willingness to Pay for Bundled Fresh Produce Claims at Farmers’ Markets.” Journal of Food Products Marketing, 23(1), 61-79.</li> <li>Ho, S.-T., J. Ifft, B. Rickard, and C. Turvey. Alternative strategies to manage weather risk in perennial fruit crop production. Agricultural and Resource Economics Review (forthcoming).</li> <li>Huffman, W.E. and J.J. McCluskey, 2017. “Using Stated Preference Techniques and Experimental Auction Methods: A Review of Advantages and Disadvantages for Each Method in Examining Consumer Preferences for New Technology,” International Review of Environmental and Resource Economics 10(3-4): 269-297. <a href="https://urldefense.proofpoint.com/v2/url?u=http-3A__dx.doi.org_10.1561_101.00000088&d=DwMFAg&c=C3yme8gMkxg_ihJNXS06ZyWk4EJm8LdrrvxQb-Je7sw&r=c-rDNc4VS6qBpd7wZFMGj45kvERAaQjDaU2c0HLUuIk&m=8RzwDzL-iFwOYelKYNu25eEtbKuAQhkzrzr1N-aJz-I&s=nsHAjHY2dYJO9urWdUPg7UFmZGlQFKChPZkSP30JOuw&e=">http://dx.doi.org/10.1561/101.00000088</a>.</li> <li>Huffman, W.E. and J.J. McCluskey, 2017. “Food Labels, Information, and Trade in GMOs,” Journal of Agricultural and Food Industrial Organization 15(1) doi:10.1515/jafio-2016-0038.</li> <li>Jablonski, B., D. Thilmany, M. Sullins and K. Curtis. Determinants of effective beginning farmer programming and implications for future programs. Journal of Agricultural and Resource Economics. 42(3): 1-12. September 2017.</li> <li>Jablonski, B., M. Sullins, D. Thilmany, and K. Curtis, (2017). “Determinants of Effective Beginning Farmer Programming and Implications for Future Programs.” Journal of Agricultural and Resource Economics, 42(3):1-12.</li> <li>Kaninda, S., E.G. Fonsah, G.E. Boyhan, E.L. Little and J.W. Gaskin (2017). “Economic Analysis of Crop Rotation Systems for High Value Cool-Season Vegetables in Southern Region of the USA”. (Forthcoming).</li> <li>Katchova, Ani, and T. Woods, (2016), “Competitive Advantages in Sourcing and Marketing Local Foods by Food Cooperatives”, Agribusiness, 32(4).</li> <li>Kelley, K., Zelinskie, M. Centinari, D.M. Gardner, R. Govindasamy, J. Hyde, B. Rickard, and K. Storchmann. Consumer preferences for sustainable wine attributes: A Conjoint Analysis. Journal of Wine Economics (forthcoming).</li> <li>Lusk, J.L. and J.J. McCluskey, in press. “Understanding the Impacts of Food Consumer Choice and Food Policy Outcomes,” Applied Economic Perspectives and Policy.</li> <li>Miller, A., K.M. Kelley, D.M. Gardner, R. Govindasamy, J. Hyde, B. Rickard, and K. Storchmann. 2017. Assisting Mid-Atlantic wine industry stakeholders develop more consumer-centric marketing strategies: Results from an internet study. Journal of Extension.</li> <li>Rickard, B.J., Gergaud, S.-T. Ho, and F. Livat. Trade liberalization in the presence of domestic regulations: Public policies applied to EU and U.S. wine markets. Applied Economics, (forthcoming).</li> <li>Rossi, J. J., T.A. Woods, and J.E. Allen IV, 2017. “Impacts of a Community Supported Agriculture (CSA) Voucher Program on Food Lifestyle Behaviors: Evidence from an Employer-Sponsored Pilot Program” Sustainability <a href="http://dx.doi.org/10.3390/su9091543">http://dx.doi.org/10.3390/su9091543</a></li> <li>Rossi, J., T. Woods, and J. Allen (2017), “CSA Shareholder Food Lifestyle Behaviors: A Comparison Across Different Consumer Groups”, Journal of Agriculture and Human Values, <a href="http://link.springer.com/article/10.1007/s10460-017-9779-7">http://link.springer.com/article/10.1007/s10460-017-9779-7</a></li> <li>Sciarappa, W.J., J. Simon, R. Govindasamy, K. Kelley, F. Mangan, S. Zhang, S. Arumugam, P. Nitzsche, R. VanVranken, S. Komar, A. Ayeni, G. McAvoy, C. Park, W. Reichert, D. Byrnes, Q. Wu and B. Schilling. (2016), “Asian Crops overview: Consumer preference and cultivar growth on the East Coast of the United States”. HortScience, 51(11) PP. 1344-1350</li> <li>Slocum, S. and K. Curtis, (2017)."Farm Diversification through Farm Shop Entrepreneurship in the UK.” Journal of Food Distribution Research, 48(2), 35-51.</li> <li>Thilmany, D. A. Bauman and B.B.R. Jablonski. The financial implications of targeting direct and intermediated markets as a core competitive advantage. Forthcoming for Special Issue of Renewable Ag and Food Systems. </li> <li>Waldrop, M., J.J. McCluskey, and R.C. Mittelhammer, 2017. “Products with Multiple Certifications: Insights from the U.S. Wine Market,” European Review of Agricultural Economics 44 (4): 658–682.</li> <li>Wilson, N., B. Rickard, R. Saputo, and S.-T. Ho. 2017. Food waste: The role of date labels, package size, and product category. Food Quality and Preference 55(January): 35-44.</li> <li>Winfree, J.A. and J. McCluskey, 2017. “The Economics of GM Labeling and Implications for Trade,” Journal of Agricultural and Food Industrial Organization 15(1). doi:10.1515/jafio-2016-0017</li> <li>Yue, C., S. Zhao, R.K. Gallardo, V. McCracken, J.L. Luby, J.McFerson. 2017. “U.S. Growers’ Willingness to Pay for Improvement in Rosaceous Fruit Traits.” Agricultural and Resource Economics Review, Published online March 2017.</li> <li>Zepeda, L. 2017. “Hiding hunger: Food insecurity in middle America” Agriculture and Human Values. Accepted July 20, 2017, available on line July 28, 2017 <a href="https://link.springer.com/article/10.1007%2Fs10460-017-9818-4">https://link.springer.com/article/10.1007%2Fs10460-017-9818-4</a> DOI: 10.1007/s10460-017-9818-4</li> <li>Zepeda, L. and L. Balaine. 2017. “Consumer perceptions of food waste in the US” International Journal of Consumer Studies Accepted May 2017, available on line June 22, 2017 <a href="http://onlinelibrary.wiley.com/doi/10.1111/ijcs.12376/full">http://onlinelibrary.wiley.com/doi/10.1111/ijcs.12376/full</a> DOI: 10.1111/ijcs.12376</li> <li>Zepeda, L. and A. Reznickova. “Innovative millennial snails: The story of Slow Food University of Wisconsin” Agriculture and Human Values 34(1): 167-178. DOI: 10.1007/s10460-016-9701-8.</li> <li>Zhao, S., C. Yue, J. Luby, R.K. Gallardo, V. McCracken, J. McFerson, D. Layne. 2017. “U.S. Peach Producer Preferences and Willingness to Pay for Fruit Attributes.” HortScience, 52: 116-121.</li> </ul> Books: <ul> <li>McCluskey, J.J. and J.A. Winfree, eds., 2017. The Economics of Reputation. Edward Elgar Publishing: Northampton, MA.</li> <li>Slocum, S., and K. Curtis, (2017). Food and Agricultural Tourism: Theory and Best Practice. Routledge.</li> </ul> Book Chapters: <ul> <li>Akhundjanov, S.B., R.K. Gallardo, J.J. McCluskey, and B.J. Rickard. forthcoming 2018. Commercialization Mechanisms for New Plant Varieties. pp. 371–382 in N. Kalaitzandonakes et al. (eds.), From Agrisceince to Agribusiness, Innovation, Technology, and Knowledge Management. Springer International Publishing.</li> <li>Bumrungwong, W., L. Zepeda & A. Reznikova. 2017 “Gender differences in pro-environmental behaviors: A self-determination theory perspective” in Self-Determination Theory (SDT): Perspective, Applications and Impact.L. Wade, ed. New York: Nova Science Publishers.</li> <li>Curtis, K., R. Bosworth, and S. Slocum, (2017). “Drink Tourism: A Profile of the Intoxicated Traveler.” In Slocum, S.L., Kline, C., & Cavaliere, C. (Eds.) Craft Beverages and Tourism, Vol/ 2 – Environmental, Societal, and Marketing Implications (pp. 119-140). Cham, Switzerland: Palgrave Macmillan.</li> <li>Curtis, K.R., and R. Brain, (2017). “Utah Farm-Chef-Fork: Linking Rural Growers with Urban Chefs to Enhance Local Food Sourcing.” In Slocum, S.L. & Kline, C. (Eds.) Linking Urban and Rural Tourism: Strategies in Sustainability (pp. 202-215). Wallingford, United Kingdom: CAB International.</li> <li>Delmond, A.R., J.J. McCluskey, and J.A. Winfree. In press. “Product Quality and Reputation in Food and Agriculture.” In G. Cramer, K.P. Paudel, and A. Schmitz, eds., Routledge Handbook of Agricultural Economics. Abingdon, UK: Routledge.</li> <li>Galinato, S.P. and R.K. Gallardo. “Cost Analysis for Vegetable Grafting” In Grafting Manual: How to Produce Grafted Vegetable Plants. C. Kubota, C. Miles, and X. Zhao, eds.</li> <li>Gallardo, R.K. and D. Zilberman. “The Economics of Perennial Crops’ Production Automation,” in Automation in Tree Fruit Production. Ed. Qin Zhang. CABI Publishing.</li> <li>Gallardo, R.K. and H. Garming. “The Economics of Apple Production.” In Achieving Sustainable Cultivation of Apples. Ed. Kate Evans. Burleigh Dodds Science Publishing.</li> <li>McCluskey, J.J., M.P. Squicciarini, and J. Swinnen, 2017. “Information, Communication and Agricultural and Food Policies in an Age of Commercial Mass and Social Media, Handbook of International Food and Agricultural Policies, Blandford, ed., Oxford Univ. Press.</li> <li>Riley, D., A. Sparks, Jr., R. Srinivasan, G. Kennedy, E.G. Fonsah and J. Scott, (2017). “Thrips: Vector biology and management”.  In: Sustainable Management of Arthropod Pests of Tomato, EMSS-Elsevier Publishers.</li> <li>Slocum, S.L. and K.R. Curtis, (2017). “The Urban-Rural Tourism Relationship: A Case of Suburban Farm Shops.” In Slocum, S.L. & Kline, C. (Eds.) Linking Urban and Rural Tourism: Strategies in Sustainability (pp. 82-93). Wallingford, United Kingdom: CABI.</li> <li>Thilmany, D. and B.B.R. Jablonski. “Local Food Markets,” in The Agricultural Marketing System. University of Missouri Textbook. Forthcoming 2018.</li> </ul> Refereed Conference Proceedings: <ul> <li>Christensen, J., D. Thilmany, B. Jablonski, M. Sullins, and E. Naasz. 2017. Assessing Market Channel Performance for Colorado Fruit and Vegetable Producers. Food Distribution Research Society Conference Proceedings Issue.  March 2017.  48:(1) 61-67.</li> <li>Curtis, K., S. Slocum, T. Teegerstrom, C. Bishop, and M. Landis, (2017). “Innovative Food Tourism Development Strategies for Sustainability on American Indian Reservations.” Journal of Food Distribution Research 48(1), 46-53.</li> <li>Drugova, T., V. Pozo, and K. Curtis, (forthcoming), “Forecasting Organic Wheat Prices: Do Conventional Wheat Prices Play a Role?” Journal of Food Distribution Research.</li> <li>Durham, C., Ann Colonna, and James B. Miller. “Consumer Testing for the Local Food Start-Up: Update,” J. of Food Distribution Research. 48(1):99-100.</li> <li>Fonsah, E.G., T. Manower, A. Hussain, S. Chattapadhya, S. Islam, Md. S. Islam, M.J. Uddin, Md. A. S. Amin, B. Amin (2017). “Factors Affecting Banana Agricultural Value Chain in Bangladesh”.  of Food Distr Res: 48(1): 22-32 (March).</li> <li>Fonsah, E.G., and Amin (2017). “Evaluating Overall Performances of the Banana Industry in West Bengal State, India.  J. of Food Distr Res: 48(1): 16-21 (March).</li> <li>Salisbury, K., K. Curtis, V. Pozo, and C. Durward, (forthcoming. “Is Local Produce Really More Expensive? A Comparison of Direct Market and Conventional Grocery Produce Pricing.” Journal of Food Distribution Research, March 2018.</li> </ul> Extension, Outreach and Industry Publications <ul> <li>Baugher, N. and K. Kelley. 2017. Consumer preference for fresh apples in the Mid-Atlantic: Introduction to the research. Pennsylvania Fruit News. 97(8): 23-26.</li> <li>Baugher, N., & Kelley, K. M. (2017). Consumer preference for fresh apples in the Mid-Atlantic: Participant interest in locally-grown and certified-organic apples. Pennsylvania Fruit News, 97(9).</li> <li>Curtis, K., and M. Bradshaw, (2017). “Conducting a Market Assessment: Estimating Market Size and Price for Small-Scale Food Tourism Enterprises.” Utah State University Fact Sheet, Applied Economics/2017-04pr.</li> <li>Curtis, K. and J. Rudd, (2017). “Southeastern Utah Small-Scale Mixed Vegetable Production Costs and Returns - 2 Acres, 2016.” Utah State University Fact Sheet, Applied Economics/2017-01pr.</li> <li>Dhingra, A. and R.K. Gallardo. 2017. “Customers are Willing to Pay a Premium Only on High Quality Fresh Sliced Pears. A Fruit Good to Know.” Published September 11, 2017. <a href="http://www.goodfruit.com/customers-are-willing-to-pay-a-premium-only-on-high-quality-fresh-sliced-pears/">http://www.goodfruit.com/customers-are-willing-to-pay-a-premium-only-on-high-quality-fresh-sliced-pears/</a></li> <li>Durham, C. and A. Colonna. 2016. Market Research for Market Readiness Protocol (Manual, Spreadsheet, Videos). Oregon State University-Food Innovation Center. <a href="http://agsci.oregonstate.edu/food-innovation-center/market-research-market-readiness-mktrd-protocol">http://agsci.oregonstate.edu/food-innovation-center/market-research-market-readiness-mktrd-protocol</a></li> <li>Durham, C. and J.B. Miller, Evaluation of the Promotion Program of the Hazelnut Marketing Board: Report through the 2015-16 Marketing Year. Food Innovation Center, Oregon State University.</li> <li>Fonsah, E. G. (2017). “Vegetable” In: 2017 Georgia Ag-Forecast. Department of Agriculture and Applied Economics, College of Agriculture and Environmental Sciences, University of Georgia, pg. 19.  <a href="http://www.GeorgiaAgForecast.com">GeorgiaAgForecast.com</a></li> <li>Fonsah, E. G. (2017). “Fruit and Nuts” In: 2017 Georgia Ag-Forecast. Department of Agriculture and Applied Economics, College of Agriculture and Environmental Sciences, University of Georgia, pp. 18. <a href="http://www.GeorgiaAgForecast.com">GeorgiaAgForecast.com</a></li> <li>Fonsah, E.G. (2017). “Vegetable Outlook”.  Georgia Economic Outlook, Selig Center for Economic Growth, Terry College of Business, The University of Georgia, <a href="http://www.selig.uga.edu">selig.uga.edu</a></li> <li>Fonsah, E.G. (2017). “Fruit and Nut Outlook”.  Georgia Economic Outlook, Selig Center for Economic Growth, Terry College of Business, The University of Georgia, <a href="http://www.selig.uga.edu">selig.uga.edu</a></li> <li>Fonsah, E.G. (2017). “Production and Marketing of Onions”.  Onion Production Guide. of Ga Coop. Ext. Ser. Bull: 1198-45-48 (June). <a href="https://secure.caes.uga.edu/extension/publications/files/pdf/B%201198_3.PDF">https://secure.caes.uga.edu/extension/publications/files/pdf/B%201198_3.PDF</a></li> <li>Fonsah, E.G. (2017). “Production Costs of Onions”.  Onion Production Guide. of Ga Coop. Ext. Ser. Bull: 1198-43-44 (June).  <a href="https://secure.caes.uga.edu/extension/publications/files/pdf/B%201198_3.PDF">https://secure.caes.uga.edu/extension/publications/files/pdf/B%201198_3.PDF</a></li> <li>Riley, D. G., T. Coolong, R. Gitaitis, B. Dutta, A. Sparks, T. Grey, J. Schmidt, E.G. Fonsah, and M. Toews (2017). Crop Profile for Cowpeas in Georgia.  Sponsored by Southern IPM Center, Coop Ext. Ser. Bull: 1480-1-11 funded by USDA-NIFA (August). <a href="http://extension.uga.edu/publications/detail.html?number=B1480">http://extension.uga.edu/publications/detail.html?number=B1480</a></li> <li>Fonsah, E.G. (2017). “Marketing of Tomato”.  Commercial Tomatoes Production Handbook. of Ga Coop. Ext. Ser. Bull: 1312: 42-47 (January). <a href="http://extension.uga.edu/publications/files/pdf/B%201312_6.PDF">http://extension.uga.edu/publications/files/pdf/B%201312_6.PDF</a></li> <li>Fonsah, E.G. (2017). “Production Cost of Tomato”.  Commercial Tomatoes Production Handbook. of Ga Coop. Ext. Ser.  Bull: 1312:48-51 (January). <a href="http://extension.uga.edu/publications/files/pdf/B%201312_6.PDF">http://extension.uga.edu/publications/files/pdf/B%201312_6.PDF</a></li> <li>Knudsen, T., K. Curtis, J. Reeve, and B. Black, (2017). “Northern Utah Peach Orchard Costs and Returns Comparison by Management Strategy, 20 Acres, 2015.” Utah State University Fact Sheet, Applied Economics/2017-03pr.</li> <li>Martin, M., C. Chriestenson, D. Thilmany, B. Jablonski, and M. Sullins. FSR 17-02. Perception of Trust in Sources of Information on Agriculture and Food Issues. March 2017. 9 pp.</li> <li>Thilmany, D., C. Chriestenson, M. Martin, M. Sullins, and B. Jablonski. FSR 17-01. An Overview of Coloradans’ Perceptions of Agriculture. February 2017. 9 pp. http://webdoc.agsci.colostate.edu/DARE/FSR/FSR17-01.pdf</li> <li>Thilmany, D, Colorado Department of Agriculture. Public Attitudes about Agriculture in Colorado. 2017. (with Chad Chriestenson, Michael Martin, Martha Sullins and Becca Jablonski). 79 pages.</li> <li>Thilmany, D, Colorado Blueprint Regional Opportunity Reports (for each of 11 Colorado regions).   Posted at: http://foodsystems.colostate.edu/research/colorado-blueprint/. 6 pp each.</li> <li>Velandia, M., Trejo-Pech, C., Morris, D., Wszelaki, A., Niewolny, K., & MacAuley, L. 2017. “Evaluating Financial and Economic Factors Contributing to the Sustainability of Beginning Farms in Tennessee and Virginia.” Extension Publication W388, University of Tennessee Institute of Agriculture. Available at <a href="https://ag.tennessee.edu/arec/Documents/publications/W388SustainabilityofBeginningFarms.pdf">https://ag.tennessee.edu/arec/Documents/publications/W388SustainabilityofBeginningFarms.pdf</a></li> <li>Woods, T. Matthew Ernst, and Debra Tropp. “Community Supported Agriculture – New Models for Changing Markets”. U.S. Department of Agriculture, Agricultural Marketing Service, April 2017. <a href="https://www.ams.usda.gov/sites/default/files/media/CSANewModelsforChangingMarketsb.pdf">https://www.ams.usda.gov/sites/default/files/media/CSANewModelsforChangingMarketsb.pdf</a></li> <li>Zepeda, L. and A. Reznickova 2017. “Potential Demand for Local Fresh Produce by Mobil Markets,” US Department of Agriculture, Agricultural Marketing Service.  Accepted and in press.</li> <li>Waldrop, M.E., J.J. McCluskey, and R.C. Mittelhammer, 2017. “Price Premiums and Certification for California and Washington Wines,” Viticulture and Enology Extension News, fall, pp. 11-14. Available at <a href="http://wine.wsu.edu/wp-content/uploads/sites/66/2010/07/Fall-2017-VEEN.pdf">http://wine.wsu.edu/wp-content/uploads/sites/66/2010/07/Fall-2017-VEEN.pdf</a>.</li> <li>Wolff, B., M. Béchu, Woods & A. Butler (2017) Three Year Average Prices & Quantities at Kentucky Produce Auctions: 2014‐2016. CCD‐FS 6. Lexington, KY: Center for Crop Diversification. April. <a href="http://www.uky.edu/ccd/pricereports/KYPA3yravg">www.uky.edu/ccd/pricereports/KYPA3yravg</a></li> <li>Wolff, Brett, Martin Bechu, Tim Woods, and Alex Butler, (2017) “ KY Farmers Market 3-Year Average Weekly Prices”, University of Kentucky CCD Fact Sheet CCD-FS-3, April. <a href="http://www.uky.edu/ccd/sites/www.uky.edu.ccd/files/KYFM3yravg_Wolff_Bechu_Woods_Butler.pdf">http://www.uky.edu/ccd/sites/www.uky.edu.ccd/files/KYFM3yravg_Wolff_Bechu_Woods_Butler.pdf</a></li> </ul>  Grants: Active <ul> <li>Curtis, K.R. is Co-Project Director: USDA-RMA Outreach Program, 2017-2018. $161,000. Targeted Risk Management Education for Small Specialty Crop Producers and Underserved Farmers.</li> <li>Curtis, K.R. is Principal Investigator/Project Director: NIFA Beginning Farmer/Rancher Development Program, 2017-2020. $750,000.</li> <li>Curtis, K.R. is Principal Investigator/Project Director: Western Center for Risk Management Education Grant, 2017-2018. $49,000. Enhancing Direct Market Fresh Produce Sales through Multi-Market Pricing Comparisons.</li> <li>Hayes, D., A. Wszelaki, A. Saxton, D. Inglis, C. Miles, J. Goldberger, T. Marsh, S. Schexnayder, C. Benedict, L. Wadsworth, J. Cowan, M. Fly, E. Belasco, P. Tozer, J.M. DeBruyn, S. Scaeffer, M. Velandia, C. Cogger, and A. Bary. “Performance and Adoptability of Biodegradable Plastic Mulch for Sustainable Specialty Crop Production.” NIFA, USDA, September 2014 – September 2019 [$4,884,791].</li> <li>McCluskey, J.J. “Advancing the State of the Art for Short and Long Run Fruit and Vegetable Projections,” USDA ERS, Cooperative Agreement, $50,000.</li> <li>McCluskey, J.J. “Retail Market for Organic Food,” USDA ERS, Cooperative Agreement, access to IRI data.</li> <li>Tanaka, K., K. Moskowitz, M. Velandia, C. Trejo-Pech, and S. Muntz. 2017. “Extending Roots of Fresh Stop Markets across the Southeast Region.” Southern SARE (Sustainable Agriculture Research & Education).</li> <li>Velandia, M., C. Boyer, S.A. Smith, C. Stripling, C. Clark, A. Wszelaki, K. Tanaka, F.L. Stribling, J.P. de Koff, and E. Bidgood. 2017. “Farm Human Resource Access Programs for Sustainable Local and Regional Food Systems in the Southeast Region.” Southern SARE (Sustainable Agriculture Research & Education).</li> <li>Velandia, M., D. Lockwood, A. Wszelaki, and W.H. Pepper. “Enhancing Tennessee Small-scale Fruit and Vegetable Farms’ Ability to Manage Marketing and Financial Risks.” Southern Extension Risk Management Education Center, April 2016 - September 2017 [$49,034]. </li> </ul> Blogs Penn State Wine & Grape U. Blog, https://psuwineandgrapes.wordpress.com/ <ul> <li>Kelley, K. 2017. Customer service checkup. September 29, 2017.</li> <li>Kelley, K., and B. Caniani. Telling your story: Letting consumers know why your brand is unique. July 21, 2017.</li> <li>Kelley, K. 2017. Taking a good look at wine labels. June 30, 2017.</li> <li>Kelley, K. 2017. an American (wine marketer) in Paris. May 26, 2107.</li> <li>Zelinskie, J. and K. Kelley. 2017. Using social media to engage with customers: Filters and stories. April 21, 2017.</li> <li>Zelinskie, J. and K. Kelley. 2017. Using social media to engage with customers. March 31, 2017.</li> <li>Zelinskie, J. and K. Kelley. 2017. Connecting with wine consumers and tasting room visitors via mobile devices. February 24, 2017.</li> <li>Zelinskie, J. and K. Kelley. 2017. What drives Mid-Atlantic wine consumers to visit local winery tasting rooms. January 27, 2017</li> </ul>

Impact Statements

Date of Annual Report: 01/01/1970

Report Information

Annual Meeting Dates: 09/16/2018 - 09/16/2018
Period the Report Covers: 10/01/2017 - 09/30/2018

Participants

Karina Gallardo, Washington State University; Clinton Neill, Virginia Tech (he is not formally a member but has started the affiliation process within Virginia Tech); Ramu Govindasamy, Rutgers University; Margarita Velandia, University of Tennessee; Tim Woods, University of Kentucky; Dave Lamie, Clemson University; Kathy Kelley, Pennsylvania State University; Zhifeng Gao, University of Florida; Esenduque Greg Fonsah, University of Georgia; Kathryn Boys, North Carolina State University; Rebecca Dunning, North Carolina State University; Zoë Plakias, The Ohio State University; Kynda Curtis, Utah State University; Cathy Durham, Oregon State University; Elizabeth Canales, Mississippi State University; Brad Rickard, Cornell University; Dawn Thilmany, Colorado State University; Ariana Torres, Purdue University.

Brief Summary of Minutes

Project Number: S−1067

Project Title: Specialty Crops and Food Systems: Exploring Markets, Supply Chains and Policy Dimensions

Chair: R. Karina Gallardo, School of Economic Sciences, Washington State University, Puyallup, WA 99371

Chair-Elect: Bradley Rickard, Cornell University, Ithaca, NY 14853

The meeting was called to order by Karina Gallardo at 3:00 p.m.

The minutes from last meeting in Honolulu, HI, were approved.

Gallardo informed that Shulstad retired, and S-1067 was appointed Dr. Sherry Larkin, University of Florida, as administrative advisor. It was highlighted that members are encouraged that all multi-state reports emphasize impacts from our work.

Introductions and State Reports. Each member reported on their activities (comments below are brief summaries).

Review S-1067 2018 objectives and work plans.
1. Organized conference sessions.
2. Joint grants submitted.
3. Research/outreach activities.
4. New members invited. - This year S1067 welcomes new member Dr. Ariana Torres from Purdue University.

Plan for 2019 coordinated activities.
1. Develop some type of reservoir where recent work among S1067 members could be housed and shared with others. Kelley suggested starting a Google Doc drive, that is already done.
2. Potential to work more closely with SARE47 a team that focuses on production-oriented issues. It was decided to continue exploring ideas on how to add objectives to S1067 more inclusive of production issues in next renewal.
3. Special attention to cottage industries within the food area. Include data availability and responsiveness of this sector to policies and consumer demand.
4. Organize a group to lead efforts to examine farm to school topics – organize a special issue or a conference session.

Plan for 2019 joint presentations and potential meetings.

Continued recruitment of new members through professional affiliations.

The meeting was adjourned at 5 pm.

Accomplishments

Year-End Report by Objective (including Impacts): Objective 1:       Develop demand and market valuation models for the produce sector that can be used to evaluate effects of increasingly complex product differentiation schemes (organic, enhanced health claims, biodynamic), trade, commodity marketing programs, labeling programs (local, food miles, Fair Trade), traceability systems, and food safety events in the U.S. produce markets.  Colorado: In a recent special issue of CHOICES coordinated by this research committee, Thilmany (Colorado State University) -together with Jablonski and a MS student- explored consumer behavior by examining the intersection of state food brands and consumer’s stated local food purchasing behavior.  Among a broader set of findings, Thilmany’s team found that state brands may be a complement to direct markets and be sufficient information for those seeking local foods but with lower preferences for direct sales channels. Costanigro (Colorado State University) continues to work at the development of new methods to incorporate subjective beliefs in demand models for food products. The new methods not only provide estimates of WTP for differentiating food labels, but also study how consumers’ interpretation of the label in term of quality outcomes affect valuation. Current applications include consumers’ understanding of Modified Atmosphere Packaging labeling, and expiration dates. Ongoing work by Bonanno (Colorado State University) and Costanigro studies the dispersion of implicit prices for credence attributes in food products. Specifically, the case study analyzed is that of Geographic Indication (GI) labels in a market where there exists dozens of GIs, the Italian extra-virgin olive oil market. Another work coauthored by Bonanno and Costanigro focused in the role of credence attributes (i.e. organic, health claims) on the ability for food producers to command a higher price. In collaboration with co-authors at CSU and at the ERS-USDA, Bonanno, has continued to work on determining how changes in the Nutrition Fact Panel Label affect the demand for food products. Preliminary results were presented at the 2018 Agricultural and Applied Economics Association annual meetings.  Georgia: Fonsah (University of Georgia) has been working on the impacts of United States and China trade and tariff disputes on Georgia agriculture: fruits, nuts and vegetables. New Jersey: The labeling term “organic” refers to agricultural products produced in accordance with the Organic Foods Production Act of 1990 (OFPA) and the National Organic Program (NOP) regulations. The guidelines for organic production require using materials and practices that promote balance in natural and ecological systems and that can integrate parts of the farming system into the natural environment as a whole. Since there are many benefits associated with the rapid growth of the organic products industry, producers and business operators need to devise ways to attract a diverse and steady customer base to overcome issues of capacity under-utilization. The main objective of a study led by Govindasamy (Rutgers University) was to uncover some of the attributes that explain consumers’ organic produce purchasing decisions. His team surveyed 1,100 consumers of organic products in the mid-Atlantic region. Key variables to identify and estimate the relative importance of factors underlying consumers’ purchasing patterns, were used. Then, using principal component analysis, distinct consumer segments were identified, based on important factors for organic produce consumption. Profiles of distinct consumer groups were identified, tentatively labeled “organic supporter,” “direct channel buyer,” “quality follower,” and “thrifty domestic consumer.” Finally, his team explore the relationship between consumers’ demographic and other characteristics and patronage of organic products. Preliminary results indicate that consumers’ characteristics and preferences are significantly different among the four consumer groups. New York: During 2017-18 Rickard (Cornell University) continued his work examining consumer demand for food and beverages in the presence of various date labels and biosensors to better understand the role of this information on consumption. Rickard and his team extended some of their earlier work to assess whether date labels and other strategies differentially affected food waste and consumption across food categories, and if so, how this influenced dietary quality.  Their work here is impactful as it illustrates that initiatives that may decrease food waste may not lead to improvements in dietary quality, and in particular sugar intake.   In 2018-19 Rickard will begin new research to assess consumer demand for specific traits (both production traits and sensory traits) in table grapes. This is work funded by the USDA-SCRI project titled VitisGEN2 that is being done with Gallardo (Washington State University) and Alston (UC Davis). Significant improvements in genetics and varietal innovation -are being witnessed- for table grapes over the past 20 years. More improvements are expected over the next 20 years; here the team hopes to uncover the traits that are most interesting and most important in an effort to inform the plant breeding choices that happen in this industry.   Oregon: Durham (Oregon State University) developed a consumer test with several colleagues to examine consumer willingness to purchase foods containing tomato pomace. Tomato pomace is the byproduct of canned tomato production and is discarded in landfill. Because the pomace contains many of the nutrients in tomatoes and its utilization is considered to improve sustainability, its use as an ingredient can be enhanced by providing consumers with this information. While utilization of such by-products has recently become a subject of interest, and various products are being developed that use such wastes, very little information has been gathered on consumer acceptance of foods containing them, as well as the subsequent impact of the information regarding nutrition and sustainable practices. The S-1067 members discussed research collaboration in this area at the September 2018 meeting. Durham used the Market Research for Market Readiness (MKTRD) tool to evaluate wild blueberry products being developed for an economic development project in Hoonah, Alaska. The MKTRD tool was developed with feedback from the S-1067 members.  Thilmany (Colorado State University) and Curtis (Utah State University), were particularly helpful in reviewing the materials. Sterns (Oregon State University) and Durham continued to develop and revise a survey instrument for investigating direct-to-consumer marketing efforts by Oregon wineries, with a focus on how wineries target consumer demand with quality signals, pricing strategies and other differentiating attributes (e.g., “salmon safe, “LIVE”, etc.). In support of this research, Sterns continued to work with a multi-disciplinary team of OSU researchers in the OSU OWRI (Oregon Wine Research Institute), meeting monthly as a research team, as well as meeting twice during the reporting period with industry leaders (members of the Oregon Wine Board’s Standing Committee on Research).  He also was a participant in a state-wide industry “listening tour”, which included five listening sessions over a four-day period in August 2018.  A core group of facilitators that included OSU researchers, Oregon Wine Board members and OWB staff engaged industry leaders in efforts to solicit their ideas about critical research issues facing the industry. Sterns was lead author of a report summarizing the tour findings. This report was then used as a critical planning document for organizers of an industry research strategic planning retreat held Nov. 1-2, 2018. A pair of presentations developed by Durham and Sterns was presented at an annual Grape Day to help attendees understand economic research, and to provide preliminary results from the wine club research. Washington: Gallardo (Washington State University) in collaboration with McCluskey (Washington State University) and a graduate PhD student, estimated consumers’ willingness to pay for shelf-stable food products with “clean labels”, that is, products with fewer ingredients compared to similar food products on the market. Traditional technologies to manufacture shelf stable products such as retort as usually the norm; however alternative technologies, such as microwave sterilization, are being developed. Such technologies are conducive to guarantee a shelf stable product, with the additional benefit of reducing the number of preservatives (ingredients) needed, in special salt. Shelf stable food products are usually high in sodium which could lead to negative health effects. The team conducted a survey containing a discrete choice experiment to investigate consumers’ willingness to pay for a product (macaroni and cheese) with fewer ingredients or cleaner label. The team was also interested consumers’ reactions to the new technology. A between-group subjects design -was applied- to analyze the effects of disclosing information about the new technology and measuring how this would affect willingness to pay for a clean label product. Preliminary results suggest that consumers not being informed about the technology need to be discounted $1.75/ 15-oz unit with more ingredients and when informed about the technology, the discount increases to $2.11/ 15-oz unit. This study gives insights of consumers’ reaction to the number of ingredients in the labels and reactions to alternative/novel technologies that would lead to the production of a healthier food product. Impact: The produce sector is facing complex product differentiation schemes, thus the need to include a diverse array of claims in their products ranging from enhanced health, food safety, traceability, production practices, among others. Results from demand and market valuation models guide producers in the improvement of strategies on how to better differentiate their products in the market place. For example, a study led by Thilmany at Colorado State found that state brands may be a complement to direct markets and be sufficient information for those seeking local foods but with lower preferences for direct sales channels. The work by Govindasamy at Rutgers University found evidence that consumers who consume organic labelled products are not homogeneous, different segments were identified, tentatively labeled “organic supporter,” “direct channel buyer,” “quality follower,” and “thrifty domestic consumer.” Preliminary results indicate that consumers’ characteristics and preferences are significantly different among the four consumer groups. Objective 2:      Analyze the relative benefits and costs, to producers and consumers, of government and industry-led marketing and policy programs (certifications, Leafy Greens marketing order, Country of origin labeling, farmers markets) using both theoretical approaches and empirical evidence from multi-state applied research projects. Colorado: Colorado State University continues its collaboration with USDA AMS to build a new “community of practice” to analyze the economics of local foods with some initial state partners increasing number of users and members (Florida, Washington, and North Carolina). The special issue including communities and organizations that followed the best practices outlined in the Toolkit to Assess the Economic Implications of Food System Innovations will be out later in 2018.  The toolkit, and complementary materials used to create an “impact calculator” will be further refined in a new agreement with USDA AMS. Costanigro (Colorado State University) is studying how Geographical Indications adopting multiple levels of quality certifications influence consumer perceptions of quality and choice.  Additionally, Costanigro and Bonanno have been involved in a systematic review of the literature on school interventions related to the Farm to School programming and the outcomes for school children. Preliminary results were presented at an academic conference in June 2018. Along the same line, Bonanno is studying the factors determining school districts to continue implementing Farm to School programming activities. Preliminary results were presented at an academic conference in June 2018. Bonanno is also developing an empirically tractable model to assess the welfare implications of labeling fraud in a non-perfectly competitive market. This model determines empirically at what threshold probability of being caught committing fraud makes food manufacturers indifferent in function of profitability, fines and losses due to lower consumer trust. An empirical application using GI label in extra-virgin olive oils is under review. Other work by Bonanno and coauthors on nutritional labeling, and on policies aimed to improve access to food have been published in academic journals. Georgia:  Fonsah is leading a team working on a survey of agricultural value chain focusing on the case of the Bangladesh banana industry. In addition, Fonsah is working on the economic productivity and profitability analysis for whiteflies and tomato yellow leaf curl virus (TYLCV) management options. Further, Fonsah is working on the estimation of crop yields and insurance premiums using a shrinkage estimator. New York: For this objective during 2017-18, Rickard continued using the Nielsen Homescan data to examine consumer demand for diversity in the wine market in regions with different policy environments.  Here, Rickard is interested in the role of public policies on the patterns of purchases that consumers make; if consumers choose a more diverse set of products there is evidence to suggest that they will choose more local products and more imported products.  The impact of this work is centered on a key policy issue across a number of states that are considering liberalizing regulations that govern where alcohol can be sold as findings are offering guidance on how such a deregulation will affect consumer choice.  In addition, during 2017-18, Rickard did substantial work with Dan Sumner (UC Davis) and JunJie Wu (Oregon State University) using the ARMS dataset to estimate supply response to the availability of crop insurance programs for fruits and vegetables.  The impact of this work is to provide policy makers with new information on how crop insurance affects specialty crop markets and how any changes to risk management tools might affect the mix of crops grown in selected regions. In 2018-19 Rickard plans to expand upon earlier research on evaluating patents in horticultural markets. Part of this work is collaboratively with McCluskey and Gallardo in looking at the optimal design of fees and royalties for newly introduced apple cultivars, and part of this is with the introduction of new rootstocks that can be paired with cultivars to help producers deal with a variety of physiological problems in apple production. This is less of a public policy question and one that is more of an industry (and university) policy issue as most of the new patented cultivars and rootstocks are being developed and commercialized by U.S. Land Grant universities. Indiana: Torres (Purdue University) is conducting research to fill in the lack of indicators that address the financial feasibility of new crops and technologies. Torres (and a visiting scholar) are developing an online financial calculator that uses enterprise budgets to understand breakeven prices/quantities, cost-benefit analysis, and the return on the investment (ROI). This project is currently funded by 3 grants from USDA-SARE, 1 from SCBG, 1 grant submitted by a grad student. The final goal is to understand how marketing decisions influence farm diversification through the reduction of risk exposure. Impact There is an abundance of government and industry-led marketing and policy programs (e.g., certifications, Leafy Greens marketing order, country of origin labelling, farmers markets, among others); however, the benefits and costs of such programs to both producers and consumers is yet unknown. The study by Rickard (Cornell University) provides policy makers with new information on how crop insurance affects specialty crop markets and how any changes to risk management tools might affect the mix of crops grown in selected regions. To complement these findings, Torres (Purdue University) analyses how marketing decision influence farm diversification as a means to reduce risk exposure. Objective 3:      Assess the changing coordination and supply chain management strategies being implemented in the fruit and vegetable sector and identify strategic organizational and marketing implications for a set of firms that are diverse in terms of commodity, marketing approach and size of operation (including small and mid-size farms).  Colorado: The findings from Colorado State University (CSU) Federal State Marketing Improvement program grant to conduct Marketing Channel Assessments were presented at USDA’s Direct Market Food Summit in September 2018.  The hope is to get other states to conduct similar applied research/outreach activities so that there can be a broader, comparative set of data and analyses. Using USDA-ERS ARMS data, and in partnership with Oklahoma State University, they created economic benchmarks for producers that use different food marketing strategies, and a series of fact sheets were created and posted at local food economics for our colleagues to use.  As one line of continuing and expanding their financial performance work in alternative marketing channels, a work lead by Thilmany and Bonanno uses more recent ERS ARMS data and data on Farm to School Census to specifically explore how Farm to School programming may influence the market (and policy environment).  Initial results were presented at academic meetings in the Summer 2018. Thilmany began work with USDA ERS collaborators exploring food manufacturing and broader supply chain dynamics in the US from 1990-2013.  There is initial evidence that there are a burgeoning set of small and young firms in many food sectors, and subsequent work will explore if there are locational or other interdependencies with other local food market factors. Costanigro and Thilmany are co-leading a team of researchers studying the effects of state alcohol distribution laws on the Colorado Craft brewing industry and building a field-to-foam team of researchers from CSU to study, among other issue, the derived demand for agricultural inputs from craft brewing. Georgia: Fonsah is involved in the USDA NIFA Specialty Crop Research Initiative multistate, multi-institution and multi-disciplinary grant pre-proposal entitled “Identification and Evaluation of High Value Subtropical Banana Cultivars for Sustainable Production in the Southeastern USA. He is also involved in a multistate collaboration on the phenological parameter responses on banana fruit production potential in the coastal region of Alabama. Washington: Gallardo, McCracken (Washington State University), a PhD graduate student (Washington State University) and Yue (University of Minnesota) are analyzing Florida strawberry preferences and willingness to invest in novel strawberry cultivars with improve resistance to root and rot crown disease; along with fruit quality attributes such as fruit size and flavor. The analysis is stratified by operation size, results indicate that smaller than 50 acres firms prioritize flavor and resistance to disease over fruit size; whereas firms larger than 50 acres prioritize flavor and fruit size over resistance to disease. Economies of scale, and marketing channels associate with operation size, influence growers’ priority setting when deciding to invest in a novel cultivar. This study is part of the USDA NIFA SCRI grant RosBREED: Combining Disease Resistance with Horticultural Quality in New Rosaceous Cultivars. In addition Gallardo, McCracken (Washington State University), a PhD graduate student (Washington State University), WSU small fruits breeding program Hoashi-Erhardt, WSU small fruits extension DeVetter (Washington State University) and Yue (University of Minnesota), conducted a study to assess the research and extension priorities of Pacific Northwest strawberry producers who are considering transitioning producing strawberries destined to the processing market to producing strawberries destined to the fresh market. In general, these operations are small-sized, ranging from 15 to 70 acres, and the market for strawberries destined for processing is consolidated forcing the smaller in size firms to seek alternative markets for their produce. A survey was used as the data collection tool results indicate that growers prioritize fruit quality traits, disease resistance/tolerance over plant factors such as consistent fruit quality, extended harvest season or high yields. Findings from this study would contribute to facilitate the transition from the processing to the fresh market, and gain access to close in distance populated areas in the Pacific Northwest, where local produce, such as strawberries, is highly valued. Impact: The produce sector often relies on the supply chain structure to successfully locate their products in the market place. The supply chain importance for the produce sector is such, that producers often adapt their production practices to the supply chain mechanism that best adapts to their needs. In such context, it is useful to assess the changing coordination and supply chain management, to identify most successful practices and harmonize/standardize performance benchmarks throughout the sector. In special tailoring firms that focus on a diverse array of commodities and marketing approaches; and exhibit different operation sizes. The work by Thilmany and her team at Colorado State University -in partnership with Oklahoma State University- had led to the creation of economic benchmarks for producers that use different food marketing strategies. In addition, Thilmany and Bonanno explore how Farm to School programming may influence the market (and policy environment) of different produce growers in Colorado. The work by Gallardo and McCracken aims to facility an industry sector in transition- by identifying the research and extension needs to better serve producers that would face a new marketing channel.    Outputs and Dissemination Outreach/Industry Presentations: Baugher, N. and K. Kelley. 2017. Consumer preference for fresh apples in the Mid-Atlantic: Awareness and interest in Genetically Modified apples. Pennsylvania Fruit News. 97(11):18-21.  Bellingham, S., M. Velandia, C. Boyer, and C. Hellwinckel. “Factors Influencing Tomato Prices at Tennessee Farmers’ Markets.” 2018 Southern Agricultural Economics Association Annual Meeting, Jacksonville, FL, February 3–6. Bhuyan, S., C. Dalton, R. Majid, S. Kashmir, and R. Govindasamy.  “Determinants of Demand for International Food by Consumers in the NE US”, Food Distribution Research Society Conference in Washington, DC, USA, September 2018. Butler, Alex, Tim Woods, Martin Bechu, and Mike Reed “Structural Changes in Demand During Early and Peak Season in Kentucky Produce Auctions”, selected paper presented the Southern Agricultural Economics Association Annual Meeting, Jacksonville, FL, February 2-6, 2018.  <a href="https://ageconsearch.umn.edu/record/266716">https://ageconsearch.umn.edu/record/266716</a> Canales, E. “Food Safety Modernization Act - Produce Rule: A Discussion of What it means for Produce Growers”. Southern Extension Economics Committee Summer Meeting, Myrtle Beach, SC. June, 2018. Canales, E., and C. Crist. “Food as a Business for Producers: A multidisciplinary Program to Deliver Food and Business Expertise to Local Producers”. Southern Extension Economics Committee Summer Meeting, Myrtle Beach, SC. June, 2018. Poster presentation. Canales, E., and C. Crist. “Strengthening Local Food Systems by Supporting Local Food Entrepreneurs”. 2017 National Value-Added Agriculture Conference - Branding & Regional Food Systems. North Little Rock, AR. November, 2017. Carleo, J., Govindasamy, R., I. Vellangany, S. Arumugam, J. Heckman, H. Gohil, M. Melendez, R. W. Vanvranken, W. Kline, P. Huizing, W. Walker and T Wu. “Organic Produce Marketing Opportunities in the Mid-Atlantic United States: Consumer Behavior, Perceptions and Purchasing Patterns Analysis” New York Produce Show and Conference By Eastern Produce Council and Produce Business. New York, New York, December 13, 2017. Costanigro, M., and Callaway. Liquid Arts Research Forum, May 18, 2018. Colorado State University, <a href="http://foodsystems.colostate.edu/liquid-arts/">http://foodsystems.colostate.edu/liquid-arts/</a> Crassweller, R.M., T.A. Baugher, R.P. Marini, J.R. Schupp, G. Krawczyk, D.J. Biddinger, M. Frazier, J. Hopwood, E. Mader, M. Vaughan, K.A. Peter, B.L. Lehman, M.C.  Brittingham, L.F. LaBorde, J.K. Harper, L.F. Kime, M. Sean High, R.H. Pifer, K.M. Kelley, C. Gregory, and C. Jung. (2018). 2018-2019 Pennsylvania Tree Fruit Production Guide AGRS-045. Chapter 10: Marketing. Crist, C., and E. Canales. “Using a multidisciplinary program approach to help producers and food processors in mitigating business, financial and food safety risks.” 2018 Extension Risk Management Education National Conference, Milwaukee, WI, April, 2018. Poster presentation. Curtis, K. 2018. Fresh Produce Pricing and Market workshops held in Salt Lake, Moab, Cedar City, and Logan, Utah. Curtis, K. 2018. Utah Small and Urban Farms Conference, Fresh Produce Pricing Comparisons, Salt Lake City, UT. Curtis, K. 2018. Start to Farm workshops held in Logan and Blanding, Utah. Curtis, K. 2018. Native Waters Summit, Sustainability in Agriculture on Native American Reservations, Reno, NV Durham, C., J. Sterns, J. B. Miller. “Wine Club Strategies: a preliminary look” 2018 Grape Day-Business and Economics from Vineyard to Wine Sales. LaSells Stewart Center, Oregon State University. April 3, 2018. Fonsah, E.G. 2018. Banana Research & Opportunities in Agricultural Studies. Community Garden Initiative, July 20, Sylvester GA. Fonsah, E.G. 2018. Customizing Your UGA Satsuma Budget. Citrus Grower’s Spring Update. Lowndes County Ext/4H, April 4, Valdosta, GA. Fonsah, E.G. 2018. Economics Analysis of Crop Rotation Systems for High Value Cool-Season, Winter School Extension Conference, January 22-24, Rock Eagle, Eatonton, GA. Fonsah, E.G. 2018. Pecan 2018 Market Outlook. 35th Annual Georgia Farmers Conference, James H. Gray, Sr. Civic Center, February 16, Albany, GA. Fonsah, E.G. 2018. Pepper Budget Development. Lewis Taylor Farm, Sept 5, Tifton, GA. Fonsah, E.G. 2018. Pool Cucumber Budget. Lewis Taylor Farm, Aug 08, Tifton, GA. Fonsah, E.G. 2018. Strawberry Budget Development. Lewis Taylor Farm, Aug 22, Tifton, GA. Fonsah, E.G. 2018. USDA/ERS Farm Visit, July 23-26, Tifton, GA. Fonsah, E.G. 2018. Vegetable 2018 Market Outlook. 35th Annual Georgia Farmers Conference, James H. Gray, Sr. Civic Center, February 16, Albany, GA. Gallardo, R.K. and M.D. Garrido-Garcia. “Profitability Across Crops: Tree Fruit Compared to Alternatives.” Annual Meetings of the Washington Tree Fruit Association. Kennewick, WA. December 4-6, 2017. Gallardo, R.K. and H. Garming. “Apple Production Costs Around the World: A Comparison.” Annual Meetings of the Washington Tree Fruit Association. Kennewick, WA. December 4-6, 2017. Gallardo, R.K. “Costs associated with fire blight-En Español.” WSDA Pacific Northwest Aggie, Pasco, WA.  November 7, 2018. N=80. Gallardo, R.K. “The risks implied when not identifying pests correctly-En Español.” WSDA Farmworker Education Program, Pasco, WA. November 8, 2017. N=80. WSDA Farmworker Education Program, Quincy, WA. November 17, 2017. N=32. Annual Meetings of the Washington Tree Fruit Association. Kennewick, WA. December 4-6, 2017. N=500. WSDA Farmworker Education Program, Sunnyside, WA. December 12, 2017. N=30. WSDA Farmworker Education Program, East Wenatchee, WA. December 15, 2017. N=30. Eastern Washington Ag Expo TRAC, Pasco, WA. January 9, 2018. N=12. GS Long Grower Meeting, Yakima, WA January 17, 2018. N=500. Wilbur Ellis Grower Meeting. Yakima, WA. January 30, 2018. N=500. Govindasamy, R., I. Vellangany, S. Arumugam, J. Heckman, J. Carleo, H. Gohil, M. Melendez, R. W. Vanvranken, W. Kline, P. Huizing, W. Walker and T Wu. “Consumer characteristics and willingness to pay for organic produce in the mid-Atlantic United States” Organic Farming Research Conference, Rutgers University, New Brunswick, NJ, USA, January 26, 2018. Govindasamy, S., I. Vellangany, T. Wu and J. Heckman.  “Characteristics of Consumers who are Willing to Buy Certified Organic Produce: An Econometric Analysis”, Food Distribution Research Society Conference in Washington, DC, USA, September 2018. Huiping X, Z. Yu, R. Govindasamy and J. E. Simon.  “Determinations of African Indigenous Vegetable Farmers' Market Channel Choices in Zambia”, Food Distribution Research Society Conference in Washington, DC, USA, September 2018. O’Hara. B. Jablonski, D. Thilmany, J. Cheek and P. Watson. Using the new Economic Impact Calculator to Assess your Project: A Discussion on the Connections to the USDA AMS Toolkit and Framing Used to Develop the Calculator. Local and Regional Food Systems Community of Practice Webinar. https://localfoodeconomics.com/webinars2018/ Jablonski, B., J. Farbham, D. Thilmany, and J. Cheek. Crafting Winning LFPP / FMPP Proposals - an NGFN webinar.  April 2018. Jablonski, B.B. and D. Thilmany. Market Channel Assessments: An Update.  Micro-Webinar for the Colorado Fruit and Vegetable Growers Association.  February 2018. Lunardo, R., and B. J. Rickard.  2018. “Too Funny, for Everybody? How Fun Elements in Wine Labels Decrease Willingness-to-Pay and Intentions as a Function of Risk Propensity.” Presented at the Annual Meeting of the American Association of Wine Economists. Ithaca, NY.  June 12, 2018. Meyers, S.L., T.C. Barickman, A.J. Collart, J. Schultheis, T. Smith, C.S. Stoddard, and I. Imre. “Results of a USDA-NIFA-Organic Agriculture Research and Extension Initiative Planning Grant.” National Sweet Potato Collaborators Group Annual Meeting. Wilmington, NC. January, 2018. Plakias, Z. T. “What to Make for Thanksgiving Dinner: Economic Trade-offs and Our Food System.” Columbus Science Pub, Columbus, OH, November 2018. Plakias, Z. T. and Glennon Sweeney (co-presenters). “From Foodie to Food Justice: How to be an Ally.” Franklinton Friday, Columbus, OH, November 2018. Rickard, B. J. “Key consumer trends and issues for food retailers.” Presented as part of the Future-Leaders-in-Produce Foundational Excellence Program at New York Produce Show and Conference.  New York, NY.  December 11, 2017.  75 attendees. Rickard, B.J. “Food waste, date labels, and consumption of fruits and vegetables.”  Presented at the New York Produce Show and Conference.  New York, NY.  December 13, 2017.  40 attendees. Rickard, B.J. “Food waste, date labels, and nutrient consumption.” University of Rhode Island, Department of Environmental & Natural Resource Economics, Kingston, RI. November 17, 2017. Rickard, B.J., S.T. Ho, A. Okrent. 2018. “Food waste, biosensors, and household nutrient availability.” Presented at the Annual Meeting of the Agricultural and Applied Economics Association. Washington, DC. August 7, 2018. Roy, P., Angelo, D. Thilmany, and B. Jablonski, Navigating strategic food system change: A road map for community food and agriculture plans.  National Good Food Conference. Albuquerque, NM. March 2018. Shideler, D., T. Schmit, D. Thilmany, J. O’Hara and G. Matteson., A Closer Look at how the Business Decisions and Financial Performance of Local and Regional Small and Mid-Size Farms Influence Community Economic Outcomes.  Local and Regional Food Systems Community of Practice Webinar. https://localfoodeconomics.com/webinars2018/ Sterns, J., C. Durham. “Using economic analysis to Inform Business Decisions – Examples for the Oregon Wine Industry” 2018 Grape Day-Business and Economics from Vineyard to Wine Sales. LaSells Stewart Center, Oregon State University. April 3, 2018. Thilmany, D. Local Food Systems and State's and Provinces' Efforts to Support Entrepreneurship.  2018 Chairs Summit. State Ag and Rural Leaders.  January 2018.  Kansas City MO. Thilmany, D., B. Jablonski, J. O’Hara and B. Raison.  Farm to School and your Local Economy: How can you Explore the Linkages?  Session for the 2018 National Farm to School Conference.  Cincinnati, OH. April 2018. Velandia M. “Farmers’ Markets Price Reporting Mobile Application.” Area Specialists Workshop, Murfreesboro, TN, May 22, 2018. Woods, T. A., Rossi, J. J., Community Food Systems Certification Training, "Local Food Vitality Workshop," Iowa State Extension, KY, United States. (May 15, 2018). Woods, T. A., Rossi, J. J., SERA 47, "Local Food System Vitality Index: Measuring Residents’ Perceptions of their Food System," Arlington, VA, United States. (2018). Wu, T., and R. Govindasamy.  “Consumers’ Source of Organic Food Information:  A logistic Analysis”, Food Distribution Research Society Conference in Washington, DC, USA, September 2018. Zare, M, and T. A. Woods, “Local food purchasing frequency by locavores across market channels - implications for local food system development”, poster presented at the Southern Agricultural Economics Association Annual Meeting, Jacksonville, FL, February 2-6, 2018. Zare, M., J. Rossi, A. Davis, and T. A. Woods, “Local Food System Vitality – Looking at Components across Consumer Age Groups”, Selected poster prepared for Agricultural and Applied Economics Association meeting, Washington, DC, June 2018.  https://ageconsearch.umn.edu/record/274062   Academic Presentations: Bonanno, A. and S. Mendis “Too Cool for Farm to School? Analyzing Factors Associated with School Districts” Organized Symposium: Effectiveness of Farm-to-School Programming – Data Availability and Preliminary Evidence, 2018 WAEA Meeting, Anchorage, AK, June 24-26 2018. Bonanno, A. F. Bimbo, M. Costanigro, and R. Viscecchia. “Do Geographic Indication Labels Pay off? Estimating GI’s Implicit Price Dispersion in the Italian EVOO Market.” 2018 AAEA Annual Meeting, Washington, D.C., August 5-7, 2018. Bonanno, A., A. Ghazaryan, R. Cleary, and A. Carlson.  “Simulating the Effect of the Nutrition Fact Panel Revision: Added Sugar and the Demand for Ready-to-Eat Breakfast Cereals.” FAMPS track session: Using Data to Inform Health and Nutrition Policy, 2018 AAEA Annual Meeting, Washington, D.C., August 5-7, 2018. Bonanno, A., B.B.R. Jablonski, B. Cleary, S. Mendis, and D. Thilmany. Financial Performance Implications of Sales Through Direct and Intermediated Markets: Current Research and Future Needs to Support Extension Programming. Western Extension Committee organized session at the 2018 WAEA Annual Meetings. Anchorage AK. June Castillo, M., S. Low and D. Thilmany. Local Foods as a Catalyst of Rural Manufacturing: The Role of New and Small Food Innovators in Employment Dynamics. Selected poster for the 2018 AAEA Annual Meetings. Washington, D.C., August 2018. Costanigro, M. and Onozaka, Y. The Moderating Effect of Heterogeneous Beliefs on Consumer Preferences for a New Food Technology: The Case of Modified Atmospheric Packaging. 2018 AAEA Annual Meeting, Washington, D.C., August 5-7, 2018. Curtis, K., and D. Quarnstrom, “Untangling the Economic and Social Impediments to Producer Adoption of Organic Wheat.” Selected paper presented at the Food Distribution Research Society Annual Meeting, Arlington, VA, September 2018. Curtis, K., D. Thilmany, and J. Warner, “Exploring Rural Development Innovations for Agriculture, Food & Tourism.” Invited paper presentation of the 2018 Annual Meeting of the Australian Agricultural and Resource Economics Society, Adelaide Australia, February 2018. Drugova. T., and K. Curtis, “Do Extra Labels Pay? The Impact of Non-GMO and Health Labels on Consumer WTP for Organics.” Selected Track Session Presentation of the Agriculture and Applied Economics Association Annual Meetings, Washington D.C., August 2018. Drugova, T., and K. Curtis, “How do Current and Potential Consumers of Organic Wheat Products Differ from Non-Consumers? A Market Segmentation Analysis.” Selected paper presented at the Western Agricultural Economics Association Annual Meeting, Anchorage, AK, June 2018 (abstract: Journal of Agricultural & Resource Economics 43(3), 2018). Drugova, T., V. Pozo, K. Curtis, and R. Fortenberry, “Organic Wheat Prices and Premium Uncertainty: Can Cross Hedging and Forecasting Play a Role?” Selected paper presented at the NCCC-134 Conference on Applied Commodity Price Analysis, Forecasting, and Market Risk Management, Minneapolis, MN, April 2018. Garrido D. and R.K. Gallardo. 2018. Assessing Consumers Response to a Ready to Eat Meal Processed by a Quasi Novel Food Processing Technology. Western Agricultural Economics Annual Meetings, Anchorage, AK, June 24-26. Grant, K., R.K. Gallardo, J. McCluskey, B. Mandal. 2018. Consumer Perceptions of their own Food Waste. Evidence from WTP Estimates and Premeditated Waste. <ol start="2018"> <li>Annual Meetings of the Agricultural and Applied Economics Association. Washington DC. August 6-7, 2018.</li> <li>Food Technology Annual Conference for USDA NIFA AFRI Grantees. Natick, MA. August 14-15, 2018.</li> </ol> Jablonski, B.B.R., M. Sullins and D. Thilmany. The Farm and Ranch Profitability Impacts of Sales through School Market.  Paper for Organized Symposium, Effectiveness of Farm-to-School Programming: Data Availability and Preliminary Evidence organized session at the 2018 WAEA Annual Meetings. Anchorage AK. June Li, Z., R.K. Gallardo, W. Hoashi-Erhardt, L. Wasko DeVetter, V. McCracken, and C. Yue. 2018. Transitioning to the Fresh Market: A Study of the Production and Marketing Needs of the Pacific Northwest Strawberry Growers. Western Agricultural Economics Annual Meetings, Anchorage, AK, June 24-26. Low, S., M. Castillo and D. Thilmany. Will Work for Food: The Role of New and Small Food Manufacturing Innovators in Employment Dynamics.  Paper selected for the 2018 Southern Regional Science Association meetings. Philadelphia PA. March 2018.  Plakias, Zoë T. (presenter), H. Allen Klaiber and Brian E. Roe. “Heterogeneity in Farm to-School Spending: Drivers and Implications.” Selected Presentation, Agricultural and Applied Economics Annual Meeting, August 2018. Plakias, Zoë T. (presenter), Rachael E. Goodhue and Jeffrey Williams. “Voting for Mandatory Agricultural Producer Organizations: Evidence from California.” Invited Seminar, Department of Agricultural and Applied Economics, University of Wisconsin. February 2018. Plakias, Zoë T. (presenter), Thadchaigeni Panchalingam, H. Allen Klaiber and Brian E. Roe. “Drivers and Implications of Different ‘Local’ Definitions in Farm-to-School Programs.” Selected Research Report, National Direct Agricultural Marketing Summit, September 2018 Prescott, M., R. Cleary, A. Long, B.B.R. Jablonski, A. Bonanno, and M. Costanigro. “A Systematic Review of the Impact of Farm-to-School Activities on Student Outcomes.” Organized Symposium: Effectiveness of Farm-to-School Programming – Data Availability and Preliminary Evidence, 2018 WAEA Meeting, Anchorage, AK, June24-26 2018. Qi, Z. and R.K. Gallardo. 2018. Willingness and Purchase Decision on Refrigerated Ready to Eat Meals. Annual Meetings of the Agricultural and Applied Economics Association. Washington DC. August 6-7, 2018. Reighard, G., Z. Li, R.K. Gallardo, V. McCracken, C. Yue and K. Gasic. Improved peach fruit quality versus disease resistance: What’s more important? Southeast Regional Fruit and Vegetable Conference. Savannah, GA. January 11-14, 2018. Thilmany, D. and M. McKendree. Agricultural Economists Engaging our Communities: Exploring Barriers and Opportunities for Extension and Local/State Community Development and Policy Careers. CWAE and CRENET AAEA Track Session. Co-organizer and presenter.  2018 AAEA Annual Meeting, Washington, D.C., August 5-7, 2018. Thilmany, D., B.B.R. Jablonski, A. Bauman, S. Mendis and A. Bonanno. Exploring the Farmer in Farm to School: An Initial Look at Farmer Financial Outcomes from Participation in Intermediated Sales. AAEA CRENET/FSN Track Session, The Impact of Food System Transformations on Community Development. 2018 AAEA Annual Meeting, Washington, D.C., August 5-7, 2018.   Grants: Active: Funded and In Progress Amiri, A. is the PI. Evaluation of Fungicide Application Methods for Improved Fruit Quality. WA Tree Fruit Research Commission. 03/2016-02/2019. Gallardo, R.K. role: CoPI. Curtis, K. Co-Project Director: USDA-RMA Outreach Program, 2019-2020. $190,000. Risk Management Education for Small Specialty Crop Producers and Underserved Farmers. Iezzoni A. is the PI. RosBREED: Combining Disease Resistance with Horticultural Quality in New Rosaceous Cultivars. USDA-NIFA-SCRI. 9/2014-8/2018. Gallardo, R.K., role: CoPI. Mussacchi, S. is the PI. Cosmic Crisp®: Training system and orchard management to optimize vigor control and quality. WSDA-SCBG. 03/2015-09/2018. Gallardo, R.K. role: CoPI. Reisch, B. is the PI. VitisGen2: Application of Next Generation Technologies to Accelerate Grapevine Cultivar Development. USDA-NIFA-SCRI. 09/2017-08/2021. Gallardo, R.K. role: CoPI. Tanaka, K., K. Rignall, K. Moskowitz, M. Velandia, C. Trejo-Pech, and S. Muntz. “Extending Roots of Fresh Stop Markets across the Southeast Region.” Southern Sustainable Agriculture Research & Education (SARE) Program, USDA–NIFA, 4/2018 -3/2021($268,000). Role: Principal Investigator for University of Tennessee. Trejo-Pech, C., M. Velandia, and C. Stripling. “An International Research and Extension Experience with Cooperatives in Developing Countries: The Case of Certified Coffee Cooperatives in Mexico.” University of Tennessee Institute of Agriculture – Faculty Seed Grant, 5/2018 – 5/2019 ($8,000). Role: Co-Principal Investigator. Departmental Funds: $8,000.

Publications

State, Station or Agency Canales, E. 2017. “Planning for a New Commercial Vegetable Business”. Mississippi State Extension Service Publication P3134. Canales, E., B. Layton, C. Barickman, S. Meyers. 2018. “Traditional Vegetables 2018 Planning Budgets”.  Mississippi State Extension Service Publication P3197 (02-18). Canales, E., C. Crist, V. Tilley, and M. Roth. “Food as Business”. Mississippi State Extension Service Publication 3261 (08-18). Centinari, M., B. Hed, K. Kelley, and J. Timer. 2017. Looking back at the 2017 growing season. December 1, 2017. Penn State Wine & Grape U. Blog, https://psuwineandgrapes.wordpress.com/ Fonsah, E. G. 2018. The Impacts of Chinese Tariffs on the Georgia Fruits, Nuts, and Vegetables Industry. https://site.extension.uga.edu/aaecext/2018/05/the-impacts-of-china-tariff-on-georgia-fruits-nuts-and-vegetables-industry/ Fonsah, E.G. 2017. “Marketing of Tomato”. Commercial Tomatoes Production Handbook. Univ. of Ga Coop. Ext. Ser. Bull: 1312: 42-47. http://extension.uga.edu/publications/files/pdf/B%201312_6.PDF Fonsah, E.G. 2017. “Production and Marketing of Onions”. Onion Production Guide. Univ. of Ga Coop. Ext. Ser. Bull: 1198-45-48. https://secure.caes.uga.edu/extension/publications/files/pdf/B%201198_3.PDF Fonsah, E.G. 2017. “Production Cost of Tomato”. Commercial Tomatoes Production Handbook. Univ. of Ga Coop. Ext. Ser. B Fonsah, E.G. 2017. “Production Costs of Onions”. Onion Production Guide. Univ. of Ga Coop. Ext. Ser. Bull: 1198-43-44. https://secure.caes.uga.edu/extension/publications/files/pdf/B%201198_3.PDF Kelley, K. 2018. Highlights from my Australian sabbatical leave. July 30, 2018. Liu, Y., A.N. Rabinowitz, E.G. Fonsah and L. Russell (2018). “What is going on between the United States and China Trade Tariff Negotiations”. https://site.extension.uga.edu/aaecext/2018/05/what-is-going-on-between-the-united-states-and-china-trade-tariff-negotiation Liu, Y., E. G. Fonsah, L. Russell, A.N. Rabinowitz and D. Shurley (2018) “The Impacts of China and United States Trade and Tariff Actions on Georgia Agriculture”, Department of Agricultural and Applied Economics, Temporary Publication 104: 1-9 (June). https://secure.caes.uga.edu/extension/publications/files/pdf/TP%20104_1.PDF Riley, D. G., T. Coolong, R. Gitaitis, B. Dutta, A. Sparks, T. Grey, J. Schmidt, E.G. Fonsah, and M. Toews (2017). Crop Profile for Cowpeas in Georgia. Sponsored by Southern IPM Center, Coop Ext. Ser. Bull: 1480-1-11 funded by USDA-NIFA. http://extension.uga.edu/publications/detail.html?number=B1480 Woods, T.A., M. Ernst, and D. Tropp. “Community Supported Agriculture – New Models for Changing Markets”. U.S. Department of Agriculture, Agricultural Marketing Service, April 2017. https://www.ams.usda.gov/sites/default/files/media/CSANewModelsforChangingMarketsb.pdf   Refereed Journal Articles: Allen, J. E., Rossi, J. J., Woods, T. A., Davis, A. F. (2017). Do Community Supported Agriculture programmes encourage change to food lifestyle behaviours and health outcomes? New evidence from shareholders, (1 ed., vol. 15, pp. 70-82) International Journal of Agricultural Sustainability. Arana-Coronado, J.J., C.O. Trejo-Pech, M. Velandia, and J. Peralta-Jimenez. 2018. “Factors Influencing Organic and Fair Trade Coffee Growers Level of Engagement with Cooperatives: The Case of Coffee Farmers in Mexico.” Journal of International Food & Agribusiness Marketing, doi: <a href="https://doi.org/10.1080/08974438.2018.1471637">10.1080/08974438.2018.1471637</a> Arumugam, S., R. Govindasamy, I. Vellangany and H. Gohil, “Consumer's Preferences for Fresh Organic Produce in the Mid-Atlantic USA: An Econometric Analysis”, Agricultural Research (2018). <a href="https://doi.org/10.1007/s40003-018-0357-z">https://doi.org/10.1007/s40003-018-0357-z</a> Awondo, S. N., E. G. Fonsah and D. J. Gray. 2017 “Incorporating Structure and Stochasticity in Muscadine grapes Enterprise Budget and Investment Analysis”, HortTechnology: 27 (2): 212-222. Awondo, S. N., O. A. Ramirez, G. S. Datta, G. Colson & E. G. Fonsah. 2018. “Estimation of Crop Yields and Insurance Premiums Using a Shrinkage Estimator”. North American Actuarial Journal, 0(0), 1–20, 2018 Berning, B., M. Costanigro, MP McCullough.  Can the Craft Beer Industry Tap into Collective Reputation? Choices 32 (3), 1-6. Bonanno, A. F. Bimbo, A. Oude-Lansink, M. Costanigro, and R. Viscecchia. 2018. “Credence Attributes and the Quest for a Higher Price: a Hedonic Stochastic Frontier Approach” European Review of Agricultural Economics. Advance access: <a href="https://doi.org/10.1093/erae/jby024">https://doi.org/10.1093/erae/jby024</a> Bonanno, A., F. Bimbo, R. L.O. Cleary and E. Castellari. 2018. “Food Labels and Adult BMI in Italy: An Unconditional Quantile Regression Approach” Food Policy. 74; 158-170. Chavez, D., M. Palma, and A.J. Collart. 2018. "Using Eye-tracking to Model Attribute Non-attendance in Choice Experiments." Applied Economics Letters 25(19):1355-1359. Cleary, R. L. O., A. Bonanno, L. Chenarides, and S. J. Goetz. 2018. “Public Policies to Improve Food Access and Store Profits in Rural U.S.”  Food Policy. 75; 199-211. Collart, A.J. 2018. Review of magazine article. "Friction Lovers: The Case for an Efficiency Tax", published by The Economist. American Journal of Agricultural Economics 100(2):644-645. Collart, A.J. and M.G. Interis. 2018. "Consumer Imperfect Information in the Market for Expired and Nearly Expired Foods and Implications for Reducing Food Waste." Sustainability 10(11), 3835. Fonsah, E.G., M. Tertuliano, S. Chattapadhya, T. Manower, A. Hussain, S. Islam, Md.S. Isalam, Md. J. Uddin, A. S. Amin, and B. Amin. 2018. “A Survey of Agricultural Value Chain: A Case Study of Bangladesh Banana Industry”, Journal of Agriculture and Environmental Sciences, Vol. 7 (1) 141-148. Fonsah, E.G., Y. Chen, S. Diffie, R. Srinivansan and D. Riley. 2018. “Economic Productivity and Profitability Analysis for Whiteflies and Tomato yellow leaf curl virus (TYLCV) Management Options.”, Journal of Agriculture and Environmental Sciences, Vol. 7 (1): 1-9. Galinato, S., R.K. Gallardo, D. Granatstein, M. Willet. 2018. “Economic Impact of a Potential Expansion of Pest Infestation: Apple Maggot in Washington State.” HortTechnology, 28: 651-659. Gallardo, R.K. and J. Sauer. 2018. “Adoption of Labor-saving Technologies in Agriculture”. Annual Review of Resource Economics, 10: 185-206. Gallardo, R.K., E. Stafne, L. Wasko DeVetter, Q. Zhang, C. Li, F. Takeda, J. Williamson, W. Yang, R. Beaudry, W. Cline, and R. Allen. 2018. “Blueberry Producers’ Attitudes toward Harvest Mechanization for Fresh Market.” HortTechnology, 28(1):10-16. Gallardo, R.K., Q. Zhang, J. Polashock, C. Rodriguez-Saona, N. Vorsa, A. Atucha, J. Zalapa, and M. Iorizzo. 2018. “Breeding Trait Priorities of the Cranberry Industry in the United States and Canada.” HortScience, 53: 1467-1474. Gallardo, R.K., Q. Zhang, M. Dossett, J. Polashock, C. Rodriguez-Saona, N. Vorsa, P.P. Edger, H. Ashrafi, E. Babiker, C.E. Finn, and M. Iorizzo. 2018. “Breeding Trait Priorities of the Blueberry Industry in the United States and Canada.” HortScience, 53(7): 1021-1028. Gallardo, R.K., Y. Hong, M. Silva Jaimes, J. Flores Orozco. 2018. “Investigating Consumer Food Choice Behavior: An Application Combining Sensory Evaluation and Experimental Auctions.” Ciencia e Investigacion Agraria, 45(1): 1-10. Gardner, D.M., K.M. Kelley, and A. Miller. 2018. Assessing the educational needs of the Pennsylvania wine industry.  Journal of Extension 56(2): https://www.joe.org/joe/2018april/rb6.php Govindasamy, R., S. Arumugam, I. Vellangany, and B. Ozkan. “Willingness to Pay a High-Premium for Organic Fresh Produce: An Econometric Analysis”, Agricultural Economics Research Review. 31 (2018), 45-52. Govindasamy, R., S. Arumugam, J. Zhuang, K. M. Kelley and I. Vellangany. “Cluster Analysis of Wine Market Segmentation – A Consumer Based Study in the Mid-Atlantic USA”, Economic Affairs, 63 (2018):1-8. Holcomb, R.B., C.L. Neil, J. Lelekacs, M. Velandia, T.A. Woods, H.L. Goodwin, and R.L. Rainey. 2018. “A Local Food System Glossary: A Rose by Any Other Name.” <a href="http://www.choicesmagazine.org/choices-magazine/theme-articles/the-promise-expectations-and-remaining-questions-about-local-foods/local-food-coming-of-age-the-evolution-of-the-local-brand-policy-initiatives-and-role-of-direct-markets-in-the-agriculture-portfolio">Choices 33(3)</a>. Collaboration with Tim Woods, University of Kentucky. Hong, Y., R.K. Gallardo, M. Silva Jaimes, and J. Flores Orozco. 2018. “College Students’ Preferences and Willingness to Pay for Fresh Apple Varieties in Peru.” Journal of Food Distribution Research, 49(2): 38-56. Kelley, K., J. Zelinskie, M. Centinari, D.M. Gardner, R. Govindasamy, J. Hyde, B. Rickard, and K. Storchmann. 2017. Consumer preferences for sustainable wine attributes: A Conjoint Analysis. Journal of Wine Economics 12(4): 416–425. Miller, A., K. M. Kelley, J. Zelinskie, D. M. Gardner, R. Govindasamy, J. Hyde, B. Rickard, and K. Storchmann, “Assisting Mid-Atlantic Wine Industry Stakeholders in Developing Consumer-Centric Marketing Strategies: Internet Survey Results”, Journal of Extension, 56 (2018): https://www.joe.org/joe/2018february/rb5.php. Miller, A., K.M. Kelley, D.M. Gardner, R. Govindasamy, J. Hyde, B. Rickard, and K. Storchmann. 2018. Assisting Mid-Atlantic wine industry stakeholders in developing consumer-centric marketing strategies: Internet survey results. Journal of Extension 56(1): https://www.joe.org/joe/2018february/rb5.php Rickard, B.J., O. Gergaud, S.-T. Ho, and F. Livat. 2018. Trade liberalization in the presence of domestic regulations: Public policies applied to EU and U.S. wine markets. Applied Economics 50(18): 2028–2047. Rossi, J. J., Allen, J. E., Woods, T. A., Davis, A. F. (2017). CSA shareholder food lifestyle behaviors: a comparison across consumer groups, Agriculture and Human Values Rossi, J. J., Woods, T. A., Allen, J. E. (2017). Impacts of a Community Supported Agriculture (CSA) Voucher Program on Food Lifestyle Behaviors: Evidence from an Employer-Sponsored Pilot Program, (9 ed., vol. 9, pp. 1543) Sustainability Shideler, D., A. Bauman, D. Thilmany and B. Jablonski. 2018. Weighing local food systems as a workforce, farm income and economic development strategy.  Local Foods Coming of Age Special Issue of CHOICES.  Quarter 3. Available online: http://www.choicesmagazine.org/choices-magazine/ Thilmany, D. A. Bauman and B.R. Jablonski. The financial implications of targeting direct and intermediated markets as a core competitive advantage.  Renewable Ag and Food Systems. https://doi.org/10.1017/S1742170517000680 Thilmany, D. and T.A. Woods. 2018. "Local Food Coming of Age: The Evolution of the Local Brand, Policy Initiatives and Role of Direct Markets in the Agriculture Portfolio." CHOICES. Quarter 3. Available online: http://www.choicesmagazine.org/choices-magazine/ Van Sandt, A., S. Low and D. Thilmany.  2018. A Spatial Analysis of Agritourism in the US: What’s Driving Clusters of Enterprises? Agricultural and Resource Economics Review. Published online February 2018. https://doi.org/10.1017/age.2017.36. Vinson III, E.L., Coneva, E.D., Kemble, J.M., Woods, F.M., Sibley, J.L., Perkins-Veazie, P.M. and Fonsah, E.G. (2017). Phenological parameter responses gauge banana fruit production potential in the coastal region of Alabama, USA. Acta Hortic. 1178, 61-66. Woods, T. A. and D. Thilmany (2018). Local Food Coming of Age: The Evolution of the Local Brand, Policy Initiatives and Role of Direct Markets in the Agriculture Portfolio, (3 ed., vol. 33, pp. 2 p.) Choices.   Book Chapters: Riley, D., Sparks, A., Jr., Srinivasan, R., Kennedy, G., Fonsah, G., Scott, J., Olson, S., (2018). Thrips: Biology, Ecology, and Management. In: Wakil, W., Brust, G.E., Perring, T.M. (Eds.), Chapter 3: Sustainable Management of Arthropod Pests of Tomato. First Edition, Academic Press, Elsevier, pp. 49–71.   Refereed Conference Proceedings: Drugova, T., V.F. Pozo, K.R. Curtis and T.R. Fortenberry, 2018. “Organic Wheat Prices and Premium Uncertainty: Can Cross Hedging and Forecasting Play a Role?” Proceedings of the NCCC-134 Conference on Applied Commodity Price Analysis, Forecasting, and Market Risk Management, Minneapolis, MN. [http://www.farmdoc.illinois.edu/nccc134]. Drugova, T., V. Pozo, and K. Curtis, (2018), “Forecasting Organic Wheat Prices: Do Conventional Wheat Prices Play a Role?” Journal of Food Distribution Research, 49(1), 48-55. Fonsah, E. G., T. Manower, A. Hussain, S. Chattapadhya, S. Islam, Md. S. Islam, Md. J. Uddin, Md. A. S. Amin, B. Amin (2017).  “Factors Affecting Banana Agricultural Value Chain in Bangladesh”.  J. of Food Distr Res: 48(1): 22-32. Fonsah, E. G., and B. Amin (2017). “Evaluating Overall Performances of the Banana Industry in West Bengal State, India.  J. of Food Distr Res: 48(1): 16-21. Kaninda, T. S., Fonsah, E.G., Boyhan, J. Gaskin, and E. Little (2018). “Economic Analysis of Crop Rotation Systems for High Value Cool-Season Vegetables in Southern Region of the USA”. J. of Food Distr Res: 49(1): 30-38. Salisbury, K., K. Curtis, V. Pozo, and C. Durward, (2018). “Is Local Produce Really More Expensive? A Comparison of Direct Market and Conventional Grocery Produce Pricing.” Journal of Food Distribution Research, 49(1), 13-21.   Extension, Outreach and Industry Publications: Curtis, K., T. Knudsen, J. Reeve, and B. Black, (2018). “Northern Utah Peach Orchard Costs and Returns Comparison by Management Strategy, 20 Acres, 2017.” Utah State University Fact Sheet, Applied Economics. Curtis, K., T. Knudsen, J. Reeve, and B. Black, (2018). “Northern Utah Conventional Peach Orchard Costs and Returns, 20 Acres, 2017.” Utah State University Fact Sheet, Applied Economics. Curtis, K., T. Knudsen, J. Reeve, and B. Black, (2018). “Northern Utah Organic Peach Orchard Costs and Returns, 20 Acres, 2017.”  Utah State University Fact Sheet, Applied Economics. Fonsah, E.G. 2017. “Fruit and Nut Outlook”. Georgia Economic Outlook, Selig Center for Economic Growth, Terry College of Business, The University of Georgia. Fonsah, E.G. 2017. “Fruit and Nuts” In: 2017 Georgia Ag-Forecast. Farm to Port: Maximizing the global impact of Georgia agriculture, Department of Agriculture and Applied Economics, College of Agriculture and Environmental Sciences, University of Georgia, pp. 18. <a href="http://www.GeorgiaAgForecast.com">www.GeorgiaAgForecast.com</a> Fonsah, E.G. 2017. “Vegetable Outlook”. Georgia Economic Outlook, Selig Center for Economic Growth, Terry College of Business, The University of Georgia, www.selig.uga.edu Fonsah, E.G. 2017. “Vegetable” In: 2017 Georgia Ag-Forecast. Farm to Port: Maximizing the global impact of Georgia agriculture, Department of Agriculture and Applied Economics, College of Agriculture and Environmental Sciences, University of Georgia, pg. 17. www.GeorgiaAgForecast.com Fonsah, E.G. 2018. “Fruit and Nut Outlook”. Georgia Economic Outlook, Selig Center for Economic Growth, Terry College of Business, The University of Georgia, <a href="http://www.selig.uga.edu">www.selig.uga.edu</a> Fonsah, E.G. 2018. “Fruit and Nuts” In: 2017 Georgia Ag-Forecast. Farm to Port: Maximizing the global impact of Georgia agriculture, Department of Agriculture and Applied Economics, College of Agriculture and Environmental Sciences, University of Georgia, pp. 23-24. www.GeorgiaAgForecast.com Fonsah, E.G. 2018. “Vegetable Outlook”. Georgia Economic Outlook, Selig Center for Economic Growth, Terry College of Business, The University of Georgia, www.selig.uga.edu Fonsah, E.G. 2018. “Vegetable” In: 2017 Georgia Ag-Forecast. Farm to Port: Maximizing the global impact of Georgia agriculture, Department of Agriculture and Applied Economics, College of Agriculture and Environmental Sciences, University of Georgia, pp. 20-22. www.GeorgiaAgForecast.com Masoni, S., D. Brugato, J. Ball, C. Durham, M. Adams. Mini Watermelon Report: Study of Cutting Method, Yield, and Storability for Foodservice and Retail Operations. Oregon State University Food Innovation Center Portland, Oregon (USA). September 21, 2018. Miller, A. K.M. Kelley, D.M. Gardner, R. Govindasamy, J. Hyde, B. Rickard, and K. Storchmann. 2018. Assisting Mid-Atlantic wine industry stakeholders develop more consumer-centric marketing strategies: Results from an internet study. Journal of Extension 56(1): 1–12. Rickard, B.J., T.M. Schmit, M.I. Gómez, and H. Lu. 2018. “Brand personalities; the importance of names for new apple varieties.”  Fruit World 18(1): 99–105. Sterns, J. Wine Clubs - Can we do better? Vine to Wine. Oregon Wine Research Institute, January 2018 Thilmany, D., A. Bauman, D. Shideler and P. Watson. 2018. Conducting an Economics Impact Study of a Local or Regional Food Project.  Local Food Economics fact sheet.  Funded by USDA NIFA and AMS.  Posted at: https://localfoodeconomics.com/benchmarks/. Thilmany, D., B. Jablonski, A. Bauman, and D. Shideler. 2018. Evaluating the Financial Efficiency of Local Food Producers.  Local Food Economics fact sheet.  Funded by USDA NIFA.  Posted at: https://localfoodeconomics.com/benchmarks/. Thilmany, D., B. Jablonski, A. Bauman, and D. Shideler. 2018. Financial Benchmarks for Local Food Producers.  Local Food Economics fact sheet.  Funded by USDA NIFA.  Posted at: https://localfoodeconomics.com/benchmarks/. Thilmany, D., B. Jablonski, A. Bauman, and D. Shideler. 2018. Profitability of Implications of Local Food Marketing Strategies.  Local Food Economics fact sheet.  Funded by USDA NIFA.  Posted at: https://localfoodeconomics.com/benchmarks/. Thilmany, D., B. Jablonski, A. Bauman, and D. Shideler. 2018. The Role of Labor and other Variable Expenses in Local Food Markets.  Local Food Economics fact sheet.  Funded by USDA NIFA.  Posted at: https://localfoodeconomics.com/benchmarks/. Thilmany, D., B. Jablonski, A. Bauman, D. Shideler and B. Angelo. 2018. How to Write a Good Case Study on a Food Value Chain.  Local Food Economics fact sheet.  Funded by USDA NIFA.  Posted at: https://localfoodeconomics.com/benchmarks/. Thilmany, D., B. Jablonski, D. Shideler and J. O’Hara. 2018. Impact of Local Food Production on Food and Beverage Retail Sales.  Local Food Economics fact sheet.  Funded by USDA NIFA.  Posted at: https://localfoodeconomics.com/benchmarks/. Woods, T. A. (2017). CCD-FS-6- Three Year Average Prices and Quantities at Kentucky Produce Auctions: 2014-2016, (pp. 22) Lexington, KY: University of Kentucky Agricultural Communications Service. Woods, T. A. (2017). ID-149- 2017 Kentucky Blackberry Cost and Return Estimates, (pp. 20) Lexington, KY: University of Kentucky Agricultural Communications Service. Woods, T. A. (2018). CCD-FS-2- What to Think About Before You Plant: Marketing Considerations for Kentucky Specialty Crop Growers, (pp. 11) Lexington, KY: University of Kentucky Agricultural Communications Service. Woods, T. A. (2018). CCD-MP-20- Marketing Fresh Produce to Food Retailers (Grocery Stores), (pp. 4) Lexington, KY: University of Kentucky Agricultural Communications Service. Woods, T. A. (2018). CCD-MP-21- Marketing Fresh Produce to Restaurants, (pp. 5) Lexington, KY: University of Kentucky Agricultural Communications Service. Woods, T. A. (2018). CCD-MP-4- Roadside Farm Markets, (pp. 4) Lexington, KY: University of Kentucky Agricultural Communications Service. Woods, T. A., Thompson, T., Williams, M. A., Woods, T., Dillon, C. R., Bessin, R. (2017). Economic Analysis of the University of Kentucky Community Supported Agriculture Organic Vegetable Production System, (SR-111 ed.) University of Kentucky Ag Experiment Station Publication.

Impact Statements

Impact: The produce sector often relies on the supply chain structure to successfully locate their products in the market place. The supply chain importance for the produce sector is such, that producers often adapt their production practices to the supply chain mechanism that best adapts to their needs. In such context, it is useful to assess the changing coordination and supply chain management, to identify most successful practices and harmonize/standardize performance benchmarks throughout the sector. In special tailoring firms that focus on a diverse array of commodities and marketing approaches; and exhibit different operation sizes. The work by Thilmany and her team at Colorado State University -in partnership with Oklahoma State University- had led to the creation of economic benchmarks for producers that use different food marketing strategies. In addition, Thilmany and Bonanno explore how Farm to School programming may influence the market (and policy environment) of different produce growers in Colorado. The work by Gallardo and McCracken aims to facility an industry sector in transition- by identifying the research and extension needs to better serve producers that would face a new marketing channel.

Date of Annual Report: 12/16/2019

Report Information

Annual Meeting Dates: 10/19/2019 - 10/20/2019
Period the Report Covers: 12/01/2018 - 11/30/2019

Participants

Karina Gallardo, Washington State University; Dawn Thilmany, Colorado State University; Ramu Govindasamy, Rutgers University, Greg Fonsah, University of Georgia, James Stern, Oregon State University; Margarita Velandia, University of Tennessee Knoxville; Zoë Plakias, The Ohio State University; Tim Woods, University of Kentucky; Kathy Kelley, Pennsylvania State University; Kathryn Boys, North Carolina State University; Linlin Fan, Pennsylvania State University; John Beghin, University of Nebraska Lincoln; Ariana Torres, Purdue University.
David Lamie attended via Zoom call.

Brief Summary of Minutes

The meeting was called to order by Karina Gallardo at 9:00 a.m.

The minutes from last meeting in Washington D.C. were approved.

Introductions and State Reports. Each member reported on their activities (comments below are brief summaries).

Karina Gallardo informed that a renewal of the S1067 was due. The group agreed to renew the S1067 project. It was asked if the number of the project had to be changed. It was mentioned that it was preferred that the number does not change.

It was agreed that the objectives should be differentiated in three general groups: 1) production, risk, and financial viability; 2) Consumer-oriented specialty crop topics; and 3) specialty crops marketing channel evolution and innovations. Writing teams for each group were created and leaders for each writing team were identified.

The Production objective team is led by Margarita Velandia. This group will focus on specialty crop supply topics that are driven by consumer preferences. Karina Gallardo, John Beghin, Greg Fonsah, and Tim Woods expressed interest in joining this team. This objective will include topics such as gene editing, technology innovation and adoption, labor management, risk management strategies, and specific strategies to manage climate change.

The Consumer-oriented objective team is led by Katherine Boys. Kathy Kelley expressed interest in joining this group. This objective will center on food safety and consumers’ willingness to pay for various specialty crop traits covered by S1067 members.

The Marketing Channel team is led by Zoë Plakias. This objective will center on policy issues, on local food supply, and international trade, including trade uncertainty.

Plans for the future. It was discussed the possibility of putting together a special issue of the Journal of Food Distribution Research. Tim Woods suggested submitting a track session proposal to AAEA. Possibly sections to present AEM, Extension and Specialty Crops Economic.

The meeting was adjourned at 12 noon.

State reports:

Dawn Thilmany – Colorado State University.

Dawn and Tim Woods put together a Choices issue on local foods.

Zoe Plakias, Dawn Thilmany, and Becca Jablonski are working on assessing local food marketing practices. Emphasize the importance of accessing USDA ARMS data.

Working on establishing a community of practice for local food economics.

Working on the program Farm to School in collaboration with ERS researchers.

Awarded a grant to work on analyzing the Buy 20% Local in various cities, including Denver, CO.

Marco Costanigro is working on wine label issues.

Alessandro Bonano is working on farm to school.

Ramu Govindasamy – Rutgers University.

Working on analyzing the demand for certified organic products. Collaborating with Kathy Kelley on wine research, given the increasing popularity of wineries in New Jersey. Researching the direct marketing of local foods in the North East.

Greg Fonsah- University of Georgia

Developing profitability analyses of citrus. Satsuma mandarins increasing in popularity in the south regions of Georgia. Put together enterprise budgets for different vegetables growing in Georgia.

Looking at the effects of the NAFTA revisions, especially on the pecan and blueberry Georgia industries.

Working on the different impacts of plastic use in agriculture.

James Stern -Oregon State University

Working on direct markets for Oregon produced wine. Collaborating with Clark Seavert on analyzing profitability impacts of mechanization in wine grapes and blueberries.

Analyzing the possibility of collaborating on hemp research.

Margarita Velandia – University of Tennessee Knoxville

Her work is under objective 2 of this project. She is investigating the likelihood of growers investing in alternatives to the use of plastic in agriculture. Conducted a survey to Tennessee growers on the use of biodegradable mulches and the WTP for these products. Investigating the economic feasibility of adopting biodegradable mulches in pumpkin production, and possible expansion to Kentucky and North Carolina.

Putting together two case studies centered on Food Justice non-profits, including both limited resource farmers and low-income consumers.

Zoë Plakias – The Ohio State University

Collaborating with Colorado State faculty on the Farm to School program.

Analyzing parent-child dyad data on farm to school. Purchasing policies and incentives on farm to school. 40% of Ohio state should come from local food sourcing. Conducting an impact evaluation on food assistance projects, including supply chain.

Working on transaction level data on produce auctions at Ohio state.

Collaborating with North Carolina State University on estimating supply elasticities for specialty crops. Conducting a meta-analysis of supply elasticities, for a variety of specialty crops and regions.

Other projects include direct marketing, agritourism, and food waste.

Tim Woods – University of Kentucky

Working on plastic use in agriculture issues, marine PET products. Collaborating on direct to consumer projects, CSI, farmers markets, risk including labor, market, price, and weather.

Collaborating with Minnesota faculty to develop national programs on direct to consumer specialty crops.

Working with a regional coalition for CSI innovation network. Led by University of Wisconsin Madison, participation of New York, California, Washington. Project to focus on: CSI best practices directed to benefit low income consumer, to improve wellness in the workplace.

Participating in a NIFA funded project directed to estimate a local food vitality index, collaborating with faculty at North Carolina State University and University of Tennessee.

Working on high tunnel specialty crops project.

Kathy Kelley – Pennsylvania State University

Working with wine grapes, focusing on farm, tourism, and recreation. Project includes identifying target segments for taste rooms.

She collaborates with the Pennsylvania wine team.

Also working with insect pests (spotted lanternfly) that attacks grapes and is an invasive species.

Working in a project dealing with cover crops for the viticulture industry and the added cost that translates to consumer purchase.

Conducted a survey to 1,000 Mid Atlantic wine drinkers to estimate the willingness to pay for sustainable wine.

Collaborating in a project to develop a signature grape for Pennsylvania, to produce white wine.

Working in a project centering on plastic use in agriculture.

Katherine Boys – North Carolina State University

Working on a project dealing with policies oriented to organic food, collaborating with the Ohio State University faculty. The goal of the project is to measure consumers’ confusion on organic, evaluate the impact of alternative labels.

Working on international trade of organic food and the impacts of certification costs.

Working on food safety issues, on farm food safety, assessing risks on farm originated foodborne illnesses.

Collaborating with Rebecca Dunning on farm food waste.

Collaborated with Bradley Rickard to produce a Choices issue on food waste.

Working on a project within North Carolina, centered on strategies to mitigate food waste such as developing a market for cosmetically imperfect fresh produce.

Collaborating on a project center on public health, estimating the cost of SNAP and healthy eating in rural areas, subscription box initiative.

Participating in microbial soil health projects.

Linlin Fan – Pennsylvania State University

Working on food waste projects. Collaborating with Brenna Ellison, University of Illinois. Specifically looking at the frequency of consumption and food waste. Estimating the willingness to pay for increasing the number of shopping trips and the resulting reduction in food waste.

Preliminary findings of the study signaling that consumers perceive themselves as being the major creators of food waste. Analyzing the impact of policies oriented to reduce food waste by changing label requirements.

Also participating in a project looking at the obesity problem, its long-run effects and its root causes.

Studying the effects of the mandatory food labeling showcasing Vermont, having Washington and Oregon as control states.

John Beghin – University of Nebraska.

Analyzing the effects of retaliatory tariffs on Spanish olive oil trade.

Analyzing labeling issues in olive oil, considering that California olive oil often sold as blends.

Studying gene editing acceptance of fruits and vegetables. Willingness to pay for gene-edited fresh apples in the US collaborating with Stephen Marette.

Evaluating the impact of Genetic modification and Gene-edited technologies on trade. In other words, the impact of innovative technologies on trade.

Looking at climate change effects on trade flows.

Possibility of sharing an AAEA track session between international trade and specialty crop economics.

Ariana Torres – Purdue University

Working on the following projects:

Organic grains.

NIFA grant on value-added specialty crops focusing on diversification, access to local markets.

Putting together a conference on Big Data Safe Foods to be held on the Purdue campus, on May 12-13 2020. Topics to be covered include supply chain traceability, consumer preferences for IPM specialty crops.

Partnering with a Brazilian university to work on consumer’s preferences for food safety aspects.

Estimating economic impacts of plant growth regulators.

Cost-benefit analysis of increased market windows for crops.

Studying millennials preferences for organic, local and sustainable specialty crops.

Breeding turf -enterprise budgets for turf.

Resilience of ornamental growers.

Extension projects including collecting data on farmers markets weekly prices for 600 crops.

Portfolio analysis for farmers markets vendors.

David Lamie-Clemson University

Collaborating with Tim Woods on the Basket Wellness.

Research and extension programs to support local food systems. Regional project as an institutional response to local food systems needs.

Foodservice vendors required to sell a percentage of their sales as local foods.

Obtained funding to support research ad outreach needs related to health and nutrition.

Kynda Curtis – Utah State University

Marketing and uses of organic wheat

Producer adoption to drought and climate change

Climate changes impacts and adaption strategies for southest Indian country

Food and agritourism as an economic development strategy

Start-to-farm for urban and small farmers

Market development for refugee and native American fresh produce grower

Accomplishments

Year-End Report by Objective:   Objective 1:       Develop demand and market valuation models for the produce sector that can be used to evaluate effects of increasingly complex product differentiation schemes (organic, enhanced health claims, biodynamic), trade, commodity marketing programs, labeling programs (local, food miles, Fair Trade), traceability systems, and food safety events in the U.S. produce markets.  During 2018-19 Cornell University Brad Rickard continued working on examining consumer demand for food and beverages in the presence of various date labels and biosensors to better understand the role of this information on consumption. Results indicate that consumers are more likely to waste food when the date labels use words that are suggestive of food safety (versus food quality).  The use of different date labels has the capacity to differentially affect food waste and consumption across food categories, and this has the potential to influence dietary quality. Waste of meats and dairy products can be reduced with the use of certain date labels, which in turn leads to reductions in waste of certain vitamins, protein, fats, and cholesterol. As a result, with less of these products wasted and more consumed, it will lead to a relative increase in household availability of sugars and carbohydrates.  In addition, during this reporting period Rickard have worked with Tim Richards at ASU studying the effects of acquisitions that are occurring in the U.S craft beer industry. They use Nielsen data to study what happens to prices and market shares of beer brands that are acquired by large breweries. In some cases, there is clear evidence that prices fall for the acquired brand, and its market share increases in underdeveloped segments of the country.  In 2019-20 Cornell Brad Rickard, WSU Karina Gallardo, and UC Davis Julian Alston, will launch a consumer survey to assess consumer demand for specific traits (both production traits and sensory traits) in table grapes. This is work funded by the USDA-SCRI project titled VitisGEN2). There have been significant improvements in genetics and varietal innovation for table grapes over the past 20 years and expect to see more of the same over the next 20 years; the goal is to uncover the traits that are most important in an effort to inform the plant breeding choices that happen in this industry. Rickard have plans to conduct similar work studying traits in patented hops varieties that are becoming increasingly popular with craft beer producers in the United States. Another new project is the consumer demand for wine in the presence of both expert reviews and peer (or community) reviews, often referred to as crowd sourced reviews. Preliminary findings suggest that peer reviews are particularly important in the wine market. More specifically, the effects of relatively poor peer reviews and relatively good peer reviews are not symmetric; negative reviews for your own wine and negative reviews for competing wines are shown to have a greater impact on consumer behavior.   University of Kentucky Tim Woods participated in a project focusing on local food system assessment builds on a recent NIFA project that involves collaborators from Arkansas, N Carolina, and S Carolina with us in Kentucky.  The study area involves the U.S. South and subsequently involves even wider research and extension partnerships from across this region.  Most of the early efforts of this project have involved data collection.  Selected publications are noted below. Mississippi State University Alba Collart participated on a project centered on fresh produced and food waste. Fresh produce accounts for a significant portion of food waste and significant amounts of fresh produce are wasted due to consumers’ aesthetic perceptions. Many brands of cosmetically different fresh produce have emerged with promises of keeping fresh produce from ending up in landfills and offering sellers a new differentiation scheme. Collart methodologically quantified skinning injury in fresh sweet potatoes and found consumer demand for sweet potatoes with varying degrees of blemishing. Consumers were willing to pay even for blemishing levels above what may be currently acceptable by U.S. retailers. New Jersey Ramu Govindasamy, studied organic food purchasing preferences of consumers in the Mid-Atlantic region of the United States with regard to the impact of different sources of information about organic foods. In a survey of 1,100 respondents, three major resources (TV/News/Radio, the Internet, and relatives/friends) were chosen to put into three binary logistic regression models. Respondents who prefer alternative sources of information differ by age, income level, awareness of food safety and nutritional information, opinions of organic products, and willingness to patronize for grocery and organic products. Analysis of consumer profiles can help determine market strategies to optimize the distribution channel, therefore maximizing consumers' purchasing power of organic foods to expand the market. Specifically, this study identified the demographic characteristics that influence organic food consumers' sources of organic food information. Based on this study, farmers will be able to target specific media resources such as TV, newspaper, magazines, etc. to make better sales of organic produce. Govindasamy is also collaborating with Kathy Kelley on wine research, given the increasing popularity of wineries in New Jersey. Washington State University Alan Love completed work evaluating production efficiency in green house tomato production in Turkey. Also, Love completed the estimation of demand elasticities for apples varieties produced in Turkey. Colorado State University Dawn Thilmany collaborated with Tim Woods to put together a Choices issue on local foods. Zoe Plakias, Dawn Thilmany, and Becca Jablonski are working on assessing local food marketing practices. She emphasized the importance of accessing USDA ARMS data. Additionally, Thilmany is working on establishing a community of practice for local food economics and is working on the program Farm to School in collaboration with ERS researchers. Thilmany’s group was awarded a grant to work on analyzing the Buy 20% Local in various cities, including Denver, CO. Colorado State University Marco Costanigro is working on wine label issues; and Alessandro Bonano is working on farm to school program. Oregon State University James Stern is working on direct markets for Oregon produced wine. Collaborating with Clark Seavert on analyzing profitability impacts of mechanization in wine grapes and blueberries. Stern is also analyzing the possibility of collaborating on hemp research. Ohio State University Zoë Plakias is collaborating with Colorado State faculty on the Farm to School program is analyzing parent-child dyad data on farm to school. She is analyzing purchasing policies and incentives on farm to school practices. Plakias is conducting an impact evaluation on food assistance projects, including supply chain. She is working on transaction level data on produce auctions at Ohio state. Plakias is collaborating with North Carolina State University on estimating supply elasticities for specialty crops. In addition, she is conducting a meta-analysis of supply elasticities, for a variety of specialty crops and regions. Plakias is conducting other projects including direct marketing, agritourism, and food waste. Pennsylvania State University Kathy Kelley is working with wine grapes, focusing on farm, tourism, and recreation. The project includes identifying target segments for taste rooms. She collaborates with the Pennsylvania wine team. Kelley is also working with insect pests (spotted lanternfly) that attacks grapes and is an invasive species. Additionally, she is working on a project dealing with cover crops for the viticulture industry and the added cost that translates to consumer purchase. She conducted a survey to 1,000 Mid Atlantic wine drinkers to estimate the willingness to pay for sustainable wine. Kelley is collaborating in a project to develop a signature grape for Pennsylvania, to produce white wine. She is working in a project centering on plastic use in agriculture. Purdue University Ariana Torres is working a diverse set of projects including analysis of demand for organic grains, specialty crops diversification, access to local market. Torres is partnering with a Brazilian university to work on consumers’ preferences for food safety practices. She is estimating the economic impact of plant growth regulators. She is conducting a cost benefit analysis of increased market windows for crops. She is studying millennials attitudes towards organic, local and sustainable specialty crops. Torres is working on building enterprise budgets for turf. She is analyzing resilience aspects for ornamental growers in the Midwest. Finally, she is conducting extension projects including collecting data on farmers markets weekly prices for 600 crops and conducting portfolio analysis for farmers markets vendors. Clemson University David Lamie is collaborating with Tim Woods on the Basket Wellness projects. He is participating of research and extension programs to support local food systems. Lamie is participating at a regional project as an institutional response to local food systems needs. He obtained funding to support research and outreach needs related to health and nutrition. Impact: The produce sector is facing complex product differentiation schemes, thus the need to include a diverse array of claims in their products ranging from enhanced health, food safety, traceability, production practices, among others. Results from demand and market valuation models guide producers in the improvement of strategies on how to better differentiate their products in the marketplace. Objective 2:       Analyze the relative benefits and costs, to producers and consumers, of government and industry-led marketing and policy programs (certifications, Leafy Greens marketing order, Country of origin labeling, farmers markets) using both theoretical approaches and empirical evidence from multi-state applied research projects. For this objective during 2018-19, Cornell University Brad Rickard continued using the Nielsen Homescan data to examine consumer demand for diversity in the wine market in regions with different policy environments.  The interest is in the role of public policies on the patterns of purchases that consumers make, and clear evidence was found that consumers purchase a wider array of wines (and beer) when wine (or beer) is more widely available. Hypotheses were tested using a subset of consumers that belong to the Nielsen panel and have moved between policy environments. Among these so-called “movers” there is additional empirical evidence that consumers in states with less restrictions on the retail availability of wine and beer are more likely to seek a wider range of products.  The impact of this study centers on a key policy issue across a number of states that are considering liberalizing regulations that govern where alcohol can be sold as we are offering guidance on how such a deregulation will affect consumer choice.  In addition, during 2018-19 Rickard conducted work with Dan Sumner (UC Davis) and JunJie Wu (OSU) using the ARMS dataset to estimate supply response to the availability of crop insurance programs for fruits and vegetables.  This work is impactful in that is provides policy makers with new information on how crop insurance affects specialty crop markets and how any changes to risk management tools might affect the mix of crops grown in selected regions. For the next reporting period, 2019-20 Rickard plans to expand upon earlier research on evaluating patents in horticultural markets. Part of this work is collaboratively with WSU Jill McCluskey and Karina Gallardo in looking at the optimal design of fees and royalties for newly introduced apple cultivars, and part of this is with the introduction of new rootstocks that can be paired with cultivars to help producers deal with a variety of physiological problems that occur in apple production. This is an important real-world question as most of the new cultivars and rootstocks that are being developed and commercialized by U.S. Land Grant universities are patented. The goal is to identify the conditions (regions, varieties, orchard management choices) that affect the long-term profitability of using different rootstocks in modern apple orchards. Preliminary results suggest that the adoption of patented Geneva rootstocks will, under most conditions, generate significant gains in the net present value of the flow of revenues from a modern apple orchard ion New York State. Also, over the next year Rickard will conduct additional analysis and commentary on the effects of tariffs on agricultural and food products given the amount of attention that this subject has received in the popular press. During the previous reporting period information on the effects of EU-US tariffs was disseminated, in The Conversation, and it appears that this has generated interest among a lay audience that is looking for more information on this important economic question.  As of activities out of University of Kentucky Tim Woods collaborated on a project centered on local source branding in restaurants which is supported by a USDA-FSMIP grant. The overall goal of the grant is to explore strategies for strengthening restaurant promotions of local sourcing to consumers.  The project works in collaboration with state departments of agriculture that have various programs in this area – particularly in S Carolina, N Carolina, Kentucky, Alaska, and Colorado. Mississippi State University Alba Collart, is studying the sale of specific types of low-risk foods made in an individual’s home kitchen. These laws, known as cottage food laws, vary across the nation. The work by Collart, explained the benefits and responsibilities for food producers and entrepreneurs involved in the cottage food industry in the state of Mississippi. University of Tennessee Margarita Velandia is investigating the likelihood of growers investing in alternatives to the use of plastic in agriculture. She conducted a survey to Tennessee growers on the use of biodegradable mulches and the WTP for these products. Velandia is investigating the economic feasibility of adopting biodegradable mulches in pumpkin production, and possible expansion to Kentucky and North Carolina. Velandia is putting together two case studies centered on Food Justice non-profits, including both limited resource farmers and low-income consumers. North Carolina State University Katherine Boys is working on a project dealing with policies oriented to organic food, collaborating with the Ohio State University faculty. The goal of the project is to measure consumers’ confusion on organic, evaluate the impact of alternative labels. She is working on international trade of organic food and the impacts of certification costs. She is also working on food safety issues, on farm food safety, assessing risks on farm originated foodborne illnesses. Boys is collaborating with Rebecca Dunning on farm food waste. Boys collaborated with Bradley Rickard to produce a Choices issue on food waste. Boys is working on a project within North Carolina, centered on strategies to mitigate food waste such as developing a market for cosmetically imperfect fresh produce.  Boys is collaborating on a project center on public health, estimating the cost of SNAP and healthy eating in rural areas, subscription box initiative. Boys is also participating in microbial soil health projects. Utah State University Kynda Curtis is working on marketing and uses of organic wheat. She is analyzing producer adoption of different technologies that would mitigate the effects of drought and climate change on crops. She is working on food and agritourism as an economic development strategy. She is working on a project centered on developing market strategies for refugee and native American fresh produce growers. Impact There is an abundance of government and industry-led marketing and policy programs (e.g., certifications, Leafy Greens marketing order, country of origin labelling, farmers markets, among others); however, the benefits and costs of such programs to both producers and consumers is yet unknown. Objective 3:       Assess the changing coordination and supply chain management strategies being implemented in the fruit and vegetable sector and identify strategic organizational and marketing implications for a set of firms that are diverse in terms of commodity, marketing approach and size of operation (including small and mid-size farms).  At University of Kentucky, Tim Woods is working on the local food system as a supply chain management strategy. CSA innovations are being explored through a recently funded USDA-AMS project to establish a national CSA Innovation Network.  This is a collaboration between core partners in Kentucky, Wisconsin, and California, but with other project partners in 6 other states. Another supply chain management is to address high tunnel production. This system is growing quickly as producer seek to capture season extension opportunities.  Part of the collaboration on the production side has been through SERA-45, a regional specialty crops research and extension project largely in the Ohio River Valley states.  A recently funded SSARE R&E grant has provided opportunity to gather market channel impact data from high tunnel producers regionally.  Additional data exploring produce auction market structural price changes related to early/late season for regional crops has been pursued in collaboration with colleagues at Ohio State, VA Tech, and NC State. Food is lost or wasted throughout a supply chain starting from production to end user/consumer. One study in the project -Alba Collart, Mississippi State University- sought to understand the sources of food loss and waste along the supply chain of a specific food item (Mississippi-grown sweet potatoes) and discussed strategies that could reduce the food loss and waste generated by these sources. University of Georgia Greg Fonsah is developing profitability analyses of citrus. Satsuma mandarins increasing in popularity in the south regions of Georgia. Put together enterprise budgets for different vegetables growing in Georgia.  Fonsah is also looking at the effects of the NAFTA revisions, especially on the pecan and blueberry Georgia industries. Finally, Fonsah is working on the different impacts of plastic use in agriculture. Pennsylvania State University Linlin Fan is working on food waste projects. Collaborating with Brenna Ellison, University of Illinois, and specifically looking at the frequency of consumption and food waste. Fan is estimating the willingness to pay for increasing the number of shopping trips and the resulting reduction in food waste. Fan’s preliminary findings of the study signaling that consumers perceive themselves as being the major creators of food waste. Analyzing the impact of policies oriented to reduce food waste by changing label requirements. Fan is also participating in a project looking at the obesity problem, its long-run effects and its root causes. Fan is studying the effects of the mandatory food labeling showcasing Vermont, having Washington and Oregon as control states. University of Nebraska John Beghin is analyzing the effects of retaliatory tariffs on Spanish olive oil trade. Beghin is analyzing labeling issues in olive oil, considering that California olive oil often sold as blends. He is studying gene editing acceptance of fruits and vegetables. Willingness to pay for gene-edited fresh apples in the US collaborating with Stephen Marette. Beghin is evaluating the impact of Genetic modification and Gene-edited technologies on trade. In other words, the impact of innovative technologies on trade. Beghin is looking at climate change effects on trade flows. Beghin is also looking at the possibility of sharing an AAEA track session between international trade and specialty crop economics. Impact: The produce sector often relies on the supply chain structure to successfully locate their products in the marketplace. The supply chain importance for the produce sector is such, that producers often adapt their production practices to the supply chain mechanism that best adapts to their needs. In such context, it is useful to assess the changing coordination and supply chain management, to identify most successful practices and harmonize/standardize performance benchmarks throughout the sector. In special tailoring firms that focus on a diverse array of commodities and marketing approaches; and exhibit different operation sizes.   Outputs and Dissemination Outreach/Industry Presentations Canales, E. "Specialty Crop Outlook." Agricultural Financial Professional Workshop, Department of Agricultural Economics. Mississippi State, MS. December 12, 2018. Canales, E. “Importance of GAPs certification for Market Access”. Produce Safety Alliance Grower Training Course. Raymond, MS. September 27, 2019. Canales, E. “Importance of GAPs certification for Market Access”. Produce Safety Alliance Grower Training Course. Choctaw, MS. May 1, 2019. Canales, E. “Importance of GAPs certification for Market Access”. Produce Safety Alliance Grower Training Course. Oxford, MS. April 30, 2019.   Canales, E. “Production Planning in Local Food Systems: Food Hubs, Coops, and Farmers Markets”. Growing Mississippi’s Local Foods Industry Webinar Series. March 29, 2019. Canales, E. “Specialty Crop Outlook”. Southern Outlook Conference. Atlanta, GA. September 2019. Canales, E. “Specialty crops and value-added agriculture”. 2018 Farm Bill Education Conference. Kansas City, MO. May, 2019. Centinari, M., Fleishman, S., & Kelley, K. M. (March 5, 2019). "Under-vine cover crops: Can they mitigate vine vigor and control weeds while maintaining vine productivity?," Wine Marketing Research Board Symposium, Pennsylvania Wine Marketing Research Board. State. Collart, A.J. “Consumer Insights and Food Policy Update.” Growing Mississippi’s Local Food Industry, Local Flavor Webinar Series. March, 2019. Collart, A.J. “Three Consumer Insights that Could Help Your Small Food Businesses Grow.” Growing Mississippi’s Local Food Industry, Local Flavor Extension Program. October, 2019. Connor, D., & Kelley, K. M. (January 28, 2019). "Bramble workshop: Economics and marketing," Mid-Atlantic Fruit and Vegetable Convention, Hershey, PA, 15 in attendance. Regional. Cornelisse, S., & Kelley, K. M. (January 28, 2019). "Social media: Introduction," Mid-Atlantic Fruit and Vegetable Convention, Hershey, PA, 13 in attendance, Invited. Regional. Curtis, K. Direct marketing outlets for fresh produce presented in SLC, Utah in September 2019 and Logan, UT in September 2019. Fonsah, E.G. Banana Production and Marketing. Worth County 4 H program, Community Garden. Sylvester Community Garden. Sept. 18, 19. Fonsah, E.G. Banana Research in South Georgia. YSP from Athens. June 21, 19. Tifton. Fonsah, E.G. Economic Analysis of producing satsuma citrus in GA using enterprise budget. Fonsah, E.G. Growing banana as business. Georgia College, Milledgeville, GA. Nov. 05, 19. Tifton. Fonsah, E.G. Pecan Interest Group. Farm Business Expo Agenda. Feb 27, 19. Tifton. Fonsah, E.G. Production and Profitability of Satsuma. Satsuma Growers. Aug. 28, 19. Valdosta. Gallardo, R.K., and B. Rickard. “A Comparison of Supply Chain Agents’ Willingness to Pay for Fruit Quality Attributes.”  Presented at the New York Produce Show and Conference.  New York, NY.  December 12, 2018.  40 attendees. Gallardo, R.K. “Costs Associated with Codling Moth Control-En Español.” Wilbur Ellis Grower Metting, Yakima, WA. January 29, 2019. N=100. Gallardo, R.K. “Costs Associated with Fire Blight-En Español.” WSDA Pacific Northwest Aggie, Pasco, WA.  November 7, 2018. N=80. WSDA Farmworker Education Program, Sunnyside, WA. December 7, 2018. N=30. GS Long Grower Metting, Yakima, WA. January 16, 2019. N=500. Wilbur Ellis Grower Metting, Yakima, WA. January 29, 2019. N=100. Georgia Citrus Annual Conference. Feb 25, 19. Tifton. Govindasamy, R. “Factors Influencing African Indigenous Vegetable Farmers’ Bargaining Power”, Symposium on African Indigenous Vegetables: From Income Generation to Health And Nutrition Organized by UC Davis Horticulture Innovation Lab – Rutgers University, Nairobi, Kenya, July 18-19, 2019. Govindasamy, R., and J. Ochieng “AIV Marketing and Value Chain Studies: Working Session”, Symposium on African Indigenous Vegetables: From Income Generation to Health And Nutrition Organized by UC Davis Horticulture Innovation Lab – Rutgers University, Nairobi, Kenya, July 18-19, 2019. Govindasamy, R., J. E. Simon, E. Merchant, S. Weller, E. Nyeleti, E. Van Wyk, L. Sakala, M. Mbewe, N. Mwale, H. Moonga and A. Rau. “Marketing African Indigenous Vegetables: Findings from Zambia”, Poster Presentation, Symposium on African Indigenous Vegetables: From Income Generation to Health and Nutrition Organized by UC Davis Horticulture Innovation Lab – Rutgers University, Nairobi, Kenya, July 18-19, 2019. Govindasamy, R., Q. Gao, P. Selvakumar, I. Vellangany and B. Ozkan.  “Characteristics of Frequent Online Shoppers Among Organic Produce Consumers: A Case Study from the Mid-Atlantic United States”, Food Distribution Research Society Conference in Seattle, WA, USA, October 2019. Ho, S.-T., and B. Rickard. 2019. “One-stop or multi-stop shopping for wine, beer, and Keller, S., Centinari, M., & Kelley, K. M. (March 5, 2019). "Defining regional typicity of Grüner Veltliner wines.," Wine Marketing Research Board Symposium, Pennsylvania Wine Marketing Research Board. State. Kelley, K. M. (January 29, 2019). "Trends and consumer demand for specialty cut flowers," Mid-Atlantic Fruit and Vegetable Convention, Hershey, PA, 200 in attendance, Invited. Regional. Kelley, K. M. (July 25, 2019). "Wine marketing its the U.S. Mid-Atlantic Region: Research and Extension," Energy, Business, and Community Vitality Extension Team, College of Agricultural Sciences, Pennsylvania State University. Kelley, K. M. (March 12, 2019). "Wine Marketing in the Mid-Atlantic Region in the U.S.: Results from Consumer Research," Food Decisions Research Laboratory, Pennsylvania State University. Regional. Lamie, R. David. Building Entrepreneurial, Farm Management, and Land Use Stewardship Capacity for Emerging Farmers in South Carolina. USDA Beginning Farmer and Rancher Development Program. Albuquerque, New Mexico. 23-26 September 2018 Lamie, R. David. Collective Actions on Local Food System Development Work at Clemson. Food Forward inaugural event.  Watts Innovation Center. Clemson. 1 March 2019. Lamie, R. David. Securing a Niche with Southern Heritage Crops. Workshop for SCNBFP Alumni and others. Invited speakers included Stephen Kresovich, David Shields, Brian Ward, Nathan Smith. Phillips Market Center. 25 March 2019. Lamie, R. David. SSAWG Growing Farm Profits Training. SSAWG Annual Conference. Day-long workshop for producers and their farm planning mentors. Planning committee and project advisor. Little Rock, Arkansas. 23 January 2019. Lamie. R. David. Local Food Systems for Cooperative Extension Agents - a SARE-funded course offering developed and delivered through a three-state collaboration (VA, NC, SC). Course syllabus developed. Pilot program implemented in NC with involvement from SC and VA, though all students were from NC. Future plans are to develop as an online course for broader dissemination to both Extension and beyond. See http://www.localfoodcourses.org/about_us for more information. Currently delivering pilot to 8 participants from across SC, representing Extension, non-profits, etc. Lelekacs, Joanna Massey. J. Dara Bloom. Abbey Piner. Rebecca Dunning. Eric Bendfeldt. Dave Lamie. Emma Brinkmeyer. Moving the NC Local Food System Toward Sustainability: A Comprehensive Graduate Course in Local Food Systems for Cooperative Extension Agents, Specialists, and Other Educators. USDA National Direct Marketing Summit. Washington, DC. September 17, 2018 Lunardo, R., and B. Rickard.  2018. “Too Funny, for Everybody? How Fun Elements in Wine Labels Decrease Willingness-to-Pay and Intentions as a Function of Risk Propensity.” Presented at the Annual Meeting of the Society for Marketing Advances. West Palm Beach, FL. November 1, 2018. Plakias, Zoë T. 2019 (January 14). “Consumer Trends and Potential Implications for Ohio Agriculture.” Pickaway and Ross County Agricultural Outlook, Circleville, OH. Mode: In person. Plakias, Zoë T. 2019 (May 8). “Food and Agriculture as Ingredients of Economic Development.” AEDE Spring 2019 Outlook and Policy Conference: Challenges and Opportunities for Economic Development in Ohio, Columbus, OH. Mode: In person. Plakias, Zoë T. 2019 (November 12). “Ohio Food System Trends and Outlook.” AEDE Agricultural Policy and Outlook Conference, Columbus, OH. Mode: In person. Richards, T.J., and B. Rickard.  2019. “Dynamic model of mergers and pricing in the beer industry.” Presented at the Annual Meeting of the Agricultural and Applied Economics Association. Atlanta, GA. July 22, 2019. Rickard, B., S.T. Ho, A. Okrent. 2019. “Food waste mitigation and household nutrient availability.” Presented at the Food Forum at the National Academy of Science.  Washington, DC. August 8, 2019. Rickard, Bradley.  “An overview of regulations facing the U.S. wine market.”  Presented to visitors from CHANGINS School of Viticulture and Enology in Switzerland.  Ithaca, NY.  June 18, 2019.  12 attendees. Rickard, Bradley.  “Situation and Outlook Report for Fruits and Vegetables.”  Presented at the Dyson School Agricultural Outlook Conference.  Ithaca, NY.  January 18, 2019.  20 attendees. Rickard, Bradley.  “The Economic Implications of Adopting Geneva Apple Rootstocks”  Presented at the 62nd Annual meeting of the International Tree Fruit Association. Rochester, NY.  February 25, 2019.  250 attendees. Rickard, Bradley.  “The Economic Implications of Adopting Geneva Apple Rootstocks”  Presented at the Cornell Agriculture and Food Systems In-service: Farm Management and Marketing.  Ithaca, NY.  November 15, 2018.  12 attendees. Rickard, Bradley. “Findings from recent Cornell research examining consumers and fresh produce.” Presented as part of the Future-Leaders-in-Produce Foundational Excellence Program at New York Produce Show and Conference.  New York, NY.  December 10, 2018.  75 attendees. Simon, J.E., Govindasamy, R., and D. Hoffman “Impact of AIVs Relative to Our Projects: Working Session”, Symposium on African Indigenous Vegetables: From Income Generation To Health And Nutrition Organized by UC Davis Horticulture Innovation Lab – Rutgers University, Nairobi, Kenya, July 18-19, 2019. spirits? A case study of the U.S. alcohol market.” Presented at the Annual Meeting of the American Association of Wine Economics. Vienna, Austria. July 16, 2019. Torres, A.  American Flower Endowment, IN. Torres, A.  Indiana Professional Landscape Association, IN. Torres, A. Keynote speaker at the Great Lakes AgTech Summit, New technologies and market trends in the urban farming industry. Torres, A. Marketing and economic sessions at the three most important growers’ conferences in Indiana: Green Expo, Hort Congress, and IN Small Farm Field Day. Torres, A. Organic grains, IN. Torres, A. Small Farm Conference, IN. Velandia, M. “Use of plastic mulch among fruit and vegetable producers: Survey results.” Eastern and Central Regions Fruit, Vegetable and Food Safety In-service. University of Tennessee, March 12, and March 26, 2019. Velandia, M., Wszelaki, A., and Debruyn, J. “ Biodegradable Mulches: What are the effects on the ground, on the crop, and on your pocketbook.” 2019 Ohio Ecological Food and Farm Association (OEFFA) conference, in Dayton, OH, February 16, 2019. Weaver, R.D. and B. Chen. (2019) Food System Waste: Incentives for Price Strategies. presented at 169thEAAE Seminar System Dynamics and Innovation in Food Networks   Woods, T.  “Marketing Profitable Specialty Crops”, NKY Specialty Crop Grower’s Conference, Covington, KY, Feb 26, 2019. Woods, T.  Are CSAs Good for Your Health?, (with Jairus Rossi and Brooke Gentile), Kentucky Local Food Systems Summit, Lexington, KY  March 27, 2019. Woods, T. “Business-to-Business Selling Techniques for Institutional Customers”, Western Kentucky University Beginning Farmer Program, March 9, 2019. Woods, T. “Effective Marketing Strategies for Selling Produce” and “Marketing for All: Visual Marketing”, KY Fruit and Vegetable Growers Conference, Lexington, KY Jan 8-9, 2019. Woods, T. “Local Food Vitality Index: Measuring Residents’ Perceptions of their Food System in Louisville, KY”, Invited seminar, Horticulture Departmental Series, Purdue University March 7-8, 2019. Woods, T. “Local Food Vitality Index: Measuring Residents’ Perceptions of their Food System”, (with Jairus Rossi), UKCES Horticulture Agent Training, Woodford County, KY March 3, 2019. Woods, T. Buy Local Farm-to-Restaurant Opportunities for Farmers, (with Joanna Coles) WBKO Farm and Home Show, June 4, 2019. Woods, T. High Tunnel Expansion in Kentucky, (with Joanna Coles) WBKO Farm and Home Show, June 4, 2019. Woods, T. Kentucky Horticulture 2019 Market Update, (with Joanna Coles) WBKO Farm and Home Show, October 11, 2019. Woods, T. Produce Consumption and Healthy Workplaces, (with Joanna Coles) WBKO Farm and Home Show, October 12, 2019. Woods, T. Workplace CSA: Approaches, Benefits, Practice (with Jairus Rossi), Michigan CSA Networking Meeting, E Lansing, MI, July 8, 2019. Yu, Z., R. Govindasamy, J. E. Simon, E. Van Wyk, K. Chali, E. Nyeleti, M. Mbewe, and N. Mwale. “Bargaining Power of African Indigenous Vegetable farmers:  Empirical Evidence from Zambia”, Poster Presentation, Symposium on African Indigenous Vegetables: From Income Generation To Health And Nutrition Organized by UC Davis Horticulture Innovation Lab – Rutgers University, Nairobi, Kenya, July 18-19, 2019. Yue, C., Govindasamy, R., & Kelley, K. M. (July 2019). "Mid-Atlantic wine industry target market analysis using decision trees.," American Association of Wine Economists Annual Meeting, Vienna, Austria. International. Yue, C., R. Govindasamy, and K. Kelley. “Mid-Atlantic Wine Industry Target Market Analysis Using Decision Trees”, 13th Annual American Association of Wine Economists, Vienna, Austria, July 14-18, 2019. Zhigang, Y., P. Zhang, S. Bhuyan and R. Govindasamy.  “Analyzing Consumers’ WTP a Brand Premium for RTE Ethnic Foods: An Ordered Logit Regression Model Approach”, Food Distribution Research Society Conference in Seattle, WA, USA, October 2019.   Academic Presentations Amin, M., McCluskey, J.J., R.C. Mittelhammer, H. Oliver, and S. Wu, “Socioeconomic Influences on Food Safety Risks in the Retail Food Environment,” AAEA meetings, Atlanta, July 22, 2019. Amin, M., McCluskey, J.J., R.C. Mittelhammer, H. Oliver, and S. Wu, “Use of Socioeconomic Data to Predict Prevalence of Listeria monocytogenes in Retail Food Environments,” Invited presentation at the Aus. Ag. & Resource Econ. Society, Melbourne, Australia, February 13, 2019. Bergland, Olvar, H. Alan Love, and Faisal Mirza. “Congested Transmission Lines and Market Power: An Input-Output Hidden Markov Model of Supply.” Western Economics Association International, 15th International Conference, 21-24 March 2019, Keio University, Japan. Canales, E. “Specialty Crop Outlook for 2019”. Organized Symposium 2019 Southern Crops Economic Outlook Southern Agricultural Economics Association Annual Meeting. Birmingham, AL. February 4, 2019. Canales, E. “The Farm Bill and the Future of the Supplemental Nutrition Assistance Program”. Organized Symposium Farm Bill Policy in 2019. Southern Agricultural Economics Association Annual Meeting. Birmingham, AL. February 4, 2019. Chen, K.-J. and J.J. McCluskey. “Impacts of Expert Information on Prices for an Experience Good across Product Quality Segments,” Annual AAWE Conference, Ithaca, NY, June 2018. Collart, A.J. “Consumer-driven Food and Nutrition Policy in the United States.” Southern Agricultural Economics Association (SAEA) Annual Meeting, Birmingham, AL, Feb. 2–5, 2019. Collart, A.J., S.L. Meyers, and J.K. Ward. “Consumer Perception of Skinning Injury in Sweet potatoes and Implications for Marketability: An Experimental Auction.” Invited Seminar. Department of Horticulture & Landscape Architecture, Purdue University, IN, Sept. 19, 2019. Crist, C., and E. Canales. “Use of a multidisciplinary program approach to assist food entrepreneurs in mitigating business, financial and food safety risks.” International Association for Food Protection Annual Meeting. Louisville, KY July 21-24, 2019. Poster presentation. Curtis, K., and D. Quarnstrom, “Untangling the Economic and Social Impediments to Producer Adoption of Organic Wheat.” Selected paper presented at the Food Distribution Research Society Annual Meeting, Arlington, VA, September 2018. Curtis, K., and T. Drugova, “Do Multi-labeled Food Products Inform or Confuse Consumers?” Invited paper presentation of the 2019 Annual Meeting of the Australian Agricultural and Resource Economics Society, Melbourne, Australia, February 2019. Devine, B., R.C. Mittelhammer, J.J. McCluskey, T. Minor, and B. Parr, “A Methodology and Application of Expert Opinion and Econometric Mixtures for Generating USDA-ERS Predictions of Specialty Crop Quantities and Prices,” AAEA meetings, Atlanta, July 22, 2019. Gallardo, R.K., D. Zilberman, L. Lu, and A. Jung. 2019. “Adoption of Mechanization Solutions for Harvesting Fresh Market Blueberries.” Annual Meetings of the Agricultural and Applied Economics Association. Atlanta, GA. July 22-23. Garrido, D. and R.K. Gallardo. 2019. “The Role of Environmental and Technological Information on Food Choices: Insights from the Combination of In-home Sensory Evaluations and On-line Auctions”. Annual Meetings of the Agricultural and Applied Economics Association. Atlanta, GA. July 22-23. Gould, S., A.J. Collart, and K. Coble. “Divvying Up the Pie: U.S. Adults’ Preferences for United States Department of Agriculture (USDA) Spending.” Southern Agricultural Economics Association (SAEA) Annual Meeting. Birmingham, AL, Feb. 2–5, 2019. Grant, K., R.K. Gallardo, J. McCluskey. 2019. “Measuring Consumer Preference for Clean Label in Processed Foods”. Annual Meetings of the Agricultural and Applied Economics Association. Atlanta, GA. July 22-23. Keblis, Matthew, F., H. Alan Love, and William E. Stein. “Managing Service Effectiveness through Pay-for-Performance Compensation of Call Center Representatives.” International Conference of Innovative Research in East-West Business, 2018 DUT International Academic Exchanges Week, Dalian University of Technology, Dalian China, October 29, 2018. Li, T., J.J. McCluskey, and K.D. Messer, “Wine Produced with Recycled Water Irrigated Grapes: Is it Hard to Swallow?” AAEA annual conference, Washington, DC, August 5-7. McCluskey, J.J.  “Value Chains: Labels, Standards, and Reputations,” International Association of Agricultural Economists Conference, Vancouver, BC, July 28, 2018. McCluskey, J.J. “Innovations for Supporting Contracting in Supply Chains.” Food Forum workshop on Innovations in the Food System: Shaping the Future of Food, National Academies of Sciences, Engineering and Medicine, Washington, DC, August 7, 2019. McCluskey, J.J. “The future of Agricultural Economics,” Symposium in Honor of David Zilberman, Hebrew University at Rehovot, Israel, May 29, 2019. McCluskey, J.J. “Willingness to Pay: The Future of Valuation for Policy” AAEA meetings, Atlanta, July 22, 2019. McCluskey, J.J. and J.A. Winfree, “Collective Reputation in Online Platforms and Private Quality Standards,” Applied Social Sciences Association annual meeting, Jan. 5, 2018. McCluskey, J.J., J. Watson, and J. Winfree, “Social Interaction and Preferences for New Technology,” ICABR, Ravello, Italy, June 6, 2019. Peguero, F., S. Zapata, A. Muhammad, E. Canales. “Changes in US-China Trade Relations: Risks and Opportunities for LAC”. Selected Paper presented at the 2019 Agricultural and Applied Economics Association Annual Meeting. Atlanta, GA. July 2019. Salisbury, K., K. Curtis, V. Pozo, R. Ward, and C. Durward, “Is Fresh Produce at Farmers’ Markets Really More Expensive?” Selected paper presented at the Western Agricultural Economics Association Annual Meeting, Coeur D’ Alene, ID, June 2019.   Grants, Contracts Canales, Elizabeth Co-Principal Investigator “Advancing, Inspiring, Motivating for Community Health through Extension (AIM or CHangE)”. Centers for Disease Control and Prevention. Department of Health and Human Services. September 2018 – September 2023. $5 million. PI: D. Buys (MSU). Canales, Elizabeth Co-Principal Investigator “Good Agricultural Practices Education – Identifying the barriers and challenges faced by producers.” USDA - Agriculture Marketing Service, Mississippi Department of Agricultural and Commerce. October 2018 – September 2020. $ 9,786. Canales, Elizabeth Co-Principal Investigator “Integrating Low-Cost Soil Moisture Sensor Technology for Sustainable Vegetable Production”. USDA - Agriculture Marketing Service, Mississippi Department of Agricultural and Commerce. September 2019 – September 2021. $37,671. PI: C. Barickman (MSU). Canales, Elizabeth Co-Principal Investigator “Prevention and Preparation: Mitigating and Minimizing Risks of Unforseen Events through Equipping Producers and Processors with Communication, Economic, and Regulatory Food Safety Knowledge and Resources”. Extension Risk Management Education Program (ERME), USDA-NIFA. April 2019 – March 2020. $43,556. PI: C. Crist (MSU). Gallardo, Karina and Canales, Elizabeth. Co-Principal Investigator. “VacciniumCAP: Leveraging genetic and genomic resources to enable development of blueberry and cranberry cultivars with improved fruit quality attributes”. USDA-NIFA. September 2019 – August 2023. $6,417,340. PD: M. Iorizzo (NCSU). Co-PD: C. Finn, N. Vorsa, P. Edger, N. Bassil, P. Munoz, J. Zalapa, P. Perkins-Veazie, K. Gallardo, A. Atucha, D. Main, M.A. Lila. Co-PI: L. Giongo, D. Chagne, R. Espley, C. Li, J. Polashock, C. Sims, E. Canales, L.W. DeVetter. Gallardo, Karina and Brad Rickard. Co-Principal Investigator “VitisGen2: Application of Next Generation Technologies to Accelerate Grapevine Cultivar Development.” USDA-NIFA September 2017-August 2021. $6,550,976. PD: B. Reisch. Hansen, Z., N. Bumgarner, D. Lockwood, M. Rose, V. Sykes, and M. Velandia. “Evaluating Cultivar Selection and Integrated Pest Management Practices Economically to Support Blueberry Growers in the Mid-South.” Southern Region Small Fruit Consortium, 3/2019 – 2/2020 ($5,000). Love, A. Co-Principal Investigator: NIFA - Organic Agriculture Research and Extension Initiative (OREI), 2019-2023. $2 million. From Compost Carryover to Compost Legacy: Intercropping and compost effects on yield, quality, and soil health in organic dryland wheat. Love, A. Co-Principal Investigator. Alfred P. Sloan Foundation. “Bilateral Contract Design and Retail Market Development for Flexible Electric Power Systems with Residential Demand-Side Participation,” January 2019 – December 2020 $249,785. Rudolph, Rachel, Ricardo Bessin, Timothy Woods (Co-PI), John Obrycki, Krista Jacobsen, and Emily Pfeufer, “Experiential High Tunnel Training for Cooperative Extension Service Agents in Kentucky”, USDA-SSARE, 2019-2021, $64,304. Timothy Woods (PI), Jairus Rossi, Dave Lamie, Stacey McCullough, Aleta Botts, Joanna Lelekacs, Becky Bowen, Karen Rignall, Paul, Vijayakumar, J. Dara Bloom ,” Measuring and Building on Local Food System Vitality for Communities in the South”, National Institute of Food and Agriculture/USDA, 2018-2020, $493,560. Timothy Woods, Alison Davis, Jairus Rossi, Best Practices of Financially Sustainable Incentive Programs for Sourcing and Verifying Local Food in Restaurants, USDA-FSMIP, 2019-2021, $98,410. Torres, A. NCR-SARE Understand growers’ production barriers and marketing opportunities. Torres, A. Purdue University, Big Data Safe Foods Conference in May 2020. Torres, A. SCBG-multistate grant. Growers’ barriers and opportunities for low-input turfgrass. Torres, A. USAID grant. Egypt Center of Excellence focused on horticulture industry/university partnerships. Torres, A. USDA-FNRI. Consumers’ preference for low-input technologies used to grow edibles in greenhouse systems.   Funded and In Progress Woods, T. Measuring and Building on Local Food System Vitality for Communities in the South; USDA-NIFA. Under Review Webb, Sara and R. David Lamie. AMSTA Case Studies and Good Practices Guidebook. Development of seven case studies of USDA Local Food Promotion Program and Farmers Market Program grants in North Carolina, South Carolina, and Georgia. (in review)   Short term outcomes From the work developed at University of Tennessee, at workshops in September 2019, 100% of participants stated they would use workshop biodegradable materials in their operation, and they would attend a similar workshop again. Just over 80% plan to expand their fresh produce sales next year and add additional markets (new farmers market or farm stand) to their current strategy. Participants would like to learn more about organic growing techniques, harvesting/cleaning products to sell, and land preparation. Trough in-service trainings and producer conferences, the Tennessee team increased practical knowledge among fruit and vegetable producers and Extension agents working with this kind of growers that will allow fruit and vegetable growers to make more informed decisions about the decision to transition from polyethylene (PE) mulch to biodegradable mulches (BDM). During this reporting period, they provided information to 27 producers from various US southeastern states at conferences and during in-person meetings to help them assess the economic feasibility of adopting BDM in their farm operations. They also provided information to 31 Extension agents in Tennessee to support their efforts to help fruit and vegetable producers assess the economic feasibility of adopting BDM in their farm operation.   Activity At the University of Tennessee, a partial budget analysis is used to evaluate the economic feasibility of adopting biodegradable mulches in pumpkin production, and the factors influencing changes in net profits when transitioning from polyethylene mulches to biodegradable mulches. Survey data was analyzed using a probit model to evaluate the correlation between labor savings and environmental stewardship and the use of plastic biodegradable mulches. Also, survey data is used to evaluate fruit and vegetable farmer willingness to pay for plastic biodegradable mulches.  At the Ohio State University, the team advanced a project that looks at the impacts of healthy food policies and changes in demand for healthy food on farmers, with the help of a graduate research assistant. Researchers developed a draft theoretical model and submitted a grant proposal for an internal Ohio State grant competition to pursue further research in this area. A paper on local food sourcing by Ohio State University (OSU) Dining Services, was revised. This article is in preparation for submission. A paper with co-authors H. Allen Klaiber and Brian Roe in which factors driving differences in local food expenditures among K-12 school districts in the US as part of farm to school (FTS) programs, was submitted. This paper was revised and resubmitted to Journal of Agricultural and Resource Economics during the reporting period. At the Ohio State University, Plakias published a paper with co-authors Ani Katchova and Iryna Demko in which the farm and farmer characteristics that relate to direct marketing channel choice by US farmers were explored. This paper was published in Renewable Agriculture and Food Systems during the reporting period. Plakias submitted a paper with co-authors Rachael Goodhue and Jeffrey Williams on farmers' voting choice for mandatory agricultural producer organizations in the California peach and nectarine industry. This paper is revise and resubmit at California Agriculture. Plakias started developing a project on specialty crop supply response with co-author Daniel Tregeagle (NC State). Plakias began developing a survey of specialty crop supply elasticity users and producers, and submitted a USDA NIFA AFRI Foundational program grant to fund this work during the reporting period. Plakias started developing a project on impact evaluation of two community food assistance programs in Appalachian Ohio, both associated with the Chesterhill Produce Auction--a venue where Amish and Mennonite farmers sell their specialty crops. This project has been funded in part by an internal OSU grant. Plakias developed research questions, participated in a site visit, and developed survey instruments for farmers, consumers and non-profit stakeholders during the reporting period. At Mississippi State University, Collart analyzed the incidence of sweet potato loss in the supply chain and consumers’ willingness to pay for damaged product. Collart conducted workshops, trainings, and webinars to educate specialty crop producers about pertinent food policies, market access, marketing, food safety and certification, and best management practices. In addition, Collart collaborated with other project members in submitting grant applications to study fruit quality and supply chain for specialty crop products.   Milestone University of Tennessee Velandia work has contributed on increasing awareness of the costs associated with soil plastic pollution caused by the use of polyethylene mulches, and therefore, the benefits of adopting biodegradable mulches. Ariana Torres Extension program website (purdue.ag/hortbusiness) has received over 11,000 unique page visitors since August 2016. The reach of her program in all Extension outlets is summarized in the table below:   <table> <tbody> <tr> <td width="319"> Platform </td> <td colspan="2" width="298"> Metricsa </td> </tr> <tr> <td width="319"> Horticulture Business website: <a href="http://www.hort.purdue.edu/hortbusiness">www.hort.purdue.edu/hortbusiness</a> </td> <td width="197"> Main page visitors </td> <td width="101"> 11,123 </td> </tr> <tr> <td width="319"> Facebook: @hortbizpurdue </td> <td width="197"> Likes </td> <td width="101"> >500 </td> </tr> <tr> <td width="319">   </td> <td width="197"> Engaged users </td> <td width="101"> >700 </td> </tr> <tr> <td width="319"> Twitter: @hortbizpurdue </td> <td width="197"> Followers </td> <td width="101"> 398 </td> </tr> <tr> <td width="319">   </td> <td width="197"> Visitors </td> <td width="101"> >5,700 </td> </tr> <tr> <td width="319">   </td> <td width="197"> Impressions </td> <td width="101"> >200,000 </td> </tr> <tr> <td width="319"> Instagram: @hortbizpurdue </td> <td width="197"> Followers </td> <td width="101"> 246 </td> </tr> <tr> <td width="319"> Phone calls </td> <td width="197"> Farmers, educators, and other stakeholders </td> <td width="101"> >100 </td> </tr> <tr> <td width="319"> Emails </td> <td width="197"> Farmers and organizations serving farmers </td> <td width="101"> >500 </td> </tr> <tr> <td width="319"> e-GRO </td> <td width="197"> Website visitors </td> <td width="101"> 81,638 </td> </tr> <tr> <td width="319">   </td> <td width="197"> Mobile visitors </td> <td width="101"> 28,560 </td> </tr> <tr> <td width="319">   </td> <td width="197"> Blog visitors </td> <td width="101"> 52,359 </td> </tr> <tr> <td colspan="3" width="616"> aViews were obtained using Angelfish Web Analytics software and social media platforms from 8/15/2016 to 2/19/2019. </td> </tr> </tbody> </table>   Torres impact of larger extension events co-led on marketing and economics in Indiana in 2019   <table width="648"> <tbody> <tr> <td width="396"> Impact </td> <td width="138"> 2018 Indiana Hort Congress </td> <td width="115"> 2019 Indiana Green Expo </td> </tr> <tr> <td width="396"> Attendees perceived the sessions were helpful or very helpful </td> <td width="138"> 70% </td> <td width="115"> 94% </td> </tr> <tr> <td width="396"> Attendees perceived the sessions increased their knowledge </td> <td width="138"> 76% </td> <td width="115"> 94% </td> </tr> <tr> <td width="396"> Attendees felt better equipped to do their job more effectively and efficiently </td> <td width="138"> 97% </td> <td width="115"> 100% </td> </tr> <tr> <td width="396"> Attendees will modify or adjust their business and marketing management this upcoming year after attending the Marketing sessions </td> <td width="138"> 97% </td> <td width="115"> 94% </td> </tr> <tr> <td width="396"> Attendees would consider attending a session from the Marketing sessions at the 2019 IHC </td> <td width="138"> 100% </td> <td width="115"> 100% </td> </tr> </tbody> </table>   At Mississippi State University, Collart work contributed to increase awareness about food waste along the supply chain of sweet potatoes and the strategies to reduce waste and food loss. Collart work also contribute to increase awareness of the availability and consumption of fresh fruit and vegetables in the Delta region of Mississippi. Collart work also increase awareness about the importance of adopting food safety practices and obtaining GAP certification to improve access to markets. Finally, Collart work increase awareness of marketing strategies and value-added opportunities for farmers involved in local food economies.     Intended potential long-term outcomes and impacts The potential impacts of this project will be in three realms: 1) market information to enhance coordination among supply chain participants; 2) recommendations that can be used to improve marketing performance; and 3) insights on costs and benefits of value provided to policymakers who are considering oversight, grading, and certification programs to enhance market activities. Previous work by committee members has been used by a broad set of stakeholders to make marketing and business planning decisions, inform strategic planning exercises, assess potential implications of proposed policy measures (e.g., country of origin labeling or COOL) and substantiate demand for growing market segments.  Future work could include a focus on the Leafy Greens Marketing Agreement (LGMA), which were industry-initiated and established under state laws in California and Arizona.  Drawing on supply chain research specifically related to food safety assurance, similar to that proposed in this project (in support of Goal 3), this team’s expertise could be used to evaluate LGMA performance. The research could also consider the implications of broader LGMA geographical coverage and the potential for replication for other products.   In another case, the need for COOL policies for the full array of food products was motivated by various studies conducted to evaluate potential consumer benefits from labels identifying the production source. Again, the team’s exploration of consumer values associated with labeling strategies could serve as the foundation for program evaluation. Finally, a small sub-team is interested in the economic impact of some niche supply chains (e.g. farmers’ markets, direct sales wineries) and any economic impact of reformulated food supply chains to minimize middlemen could provide important answers to the evaluation of these Know your Farmer, Know your Food approaches. This focus on economic impact and the new USDA program focused on “knowing your farmer” also connects well with the relationship several team members have with the Market Maker online directory of producers (a rich resource for assessing large and small stakeholders), eXtension’s increasing activity in the area of organic and local food systems outreach materials, and USDA personnel who have been compelled to develop programs in support of various market segments in the current Farm Bill. In addition the work by the University of Tennessee team has intended to reduce plastic pollution associated with the use of polyethylene (PE) mulch in agriculture vary greatly across the US, with some states imposing costs on producers, such as high disposal costs or stronger enforcement of regulation preventing the illegal disposal of PE mulch (e.g., burning), while other states have less strict regulations aiming to disincentive the use of plastic in agriculture. Regardless of the current state of US environmental regulations aiming to reduce plastic pollution, consumers and the private industry are already demanding strategies and products that have the potential to reduce plastic pollution. Anticipating changes in regulations and consumer demand for produce grown using production practices that have the potential to reduce plastic pollution associated with the use of PE mulch, it is important to evaluate the costs and benefits associated with the adoption of more sustainable mulch products by US fruit and vegetable producers. Plastic biodegradable mulches (BDMs) are a sustainable alternative to PE mulch, as they do not have to be removed or disposed of, rather they are tilled into the soil or composted on site. These mulches are designed to be decomposed into water, carbon dioxide, and microbial biomass, eliminating the plastic pollution associated with the use of PE mulch. By increasing awareness about the benefits and costs associated with the adoption of sustainable mulch options that have the potential to reduce plastic pollution associated with the use of PE mulch we are aiming to: (1) Increased adoption of sustainable mulch products among US fruit and vegetable growers. (2) Increased sustainability of vegetable crop production. (3) Help policymakers design policies that facilitate the adoption of sustainable mulch options among US fruit and vegetable producers, and (4) Reduced landfill waste and air pollution, and improved soil quality. The work by the Mississippi State University group has help reducing the incidence of food waste along the supply chain of sweet potatoes and increase access to fresh fruit and vegetables in the Delta region of Mississippi. Another fulfilled goal was to increase the adoption of food safety practices by produce growers and increase their access to more profitable markets. Finally the project helped achieve increasing producers’ adoption of best management and marketing practices to increase the profitability and viability of their businesses.

Publications

State, Station or Agency   Fonsah, E.G. (2019).  “Fruit and Nut Outlook”.  Georgia Economic Outlook, Selig Center for Economic Growth, Terry College of Business, The University of Georgia, <a href="http://www.selig.uga.edu">www.selig.uga.edu</a> Fonsah, E.G. (2019).  “Vegetable Outlook”.  Georgia Economic Outlook, Selig Center for Economic Growth, Terry College of Business, The University of Georgia, <a href="http://www.selig.uga.edu">www.selig.uga.edu</a> Galinato, S.P.; Velandia, M.; Ghimire, S. Economic feasibility of adopting alternative plastic mulches: case study for pumpkin in Western Washington. Working Paper, School of Economic Sciences, Washington State University, 2019, Pullman, WA. Collaboration between the University of Tennessee and Washington State University. Kelley, K. M. (2019). Kelley, K. 2019. An overview of recent wine products. February 22, 2019. Kelley, K. M. (2019). Kelley, K. 2019. Food, flavor, and wine consumer trends 2019. January 25, 2019. Penn State Wine & Grape U. Blog, https://psuwineandgrapes.wordpress.com/ Velandia, M. Report prices at Tennessee Farmers Markets – Tennessee Farmers Markets Price Reports http://www.uky.edu/ccd/pricereports/TNFM. Collaboration with the University of Kentucky. Velandia, M., A. Smith, A. Wszelaki, and S. Galinato. 2019. The Economics Feasibility of Adopting Plastic Biodegradable Mulches in Pumpkin Production. W844, UT Extension [Refereed]. Collaboration between the University of Tennessee and Washington State University.     Outreach/Industry Publications   Alex Butler, Jairus Rossi and Tim Woods, Local Food Vitality Index – Louisville, KY, Economic and Policy Update, June 2019. Ariana Torres published the following Extension publications Ag Census to Indiana, 2018 Indiana Farmers Market Price reports, Organic trends in the Midwest, and Price Comparisons Between Farms Markets and Retail Stores. Awondo, S.N, and E.G. Fonsah (2019).  “New Enterprise Budget for Producing Muscadine Grapes in Georgia”, Department of Ag & Applied Economics, University of Georgia.  <a href="http://agecon.uga.edu/extension/budgets.html">http://agecon.uga.edu/extension/budgets.html</a> Barefield, A., R. Snyder, E. Canales, and L. Behel. 2019. “Economic Evaluation of the Greenhouse Tomato Short Course”. Mississippi State University Extension Service P3336. Canales, E. 2019. “Coordination and Crop Planning in Local Food Systems: Considerations for Local Aggregators, Coordinators, and Distributors.” Mississippi State University Extension Service Publication P3388. Canales, E., H. Irwin. 2018. “Food Safety Certification and Market Access”. Mississippi State University Extension Service P3287. Collart, A.J. and B. Posadas. 2019. “Marketing a Food Product: Marketing Considerations for a Small-Scale Food Processor.” Mississippi State University Extension Service. Publication #2567. Collart, A.J. and L. Thorne. 2019. “Cottage Food Laws in Mississippi: Key Guidelines and Policy Implications.” Mississippi State University Extension Service. Publication #3327. Collart, A.J. and S. Meyers. 2019. “Sources of Food Loss and Food Waste in the Mississippi-Grown Sweet potato Supply Chain.” Mississippi State University Extension Service. Publication #3390. Coneva, E., E. Vinson, J. Kemble, F. Woods, J. Sibley, E.G. Fonsah, P.  Perkins-Veazie, J. R. Kessler (2019). “Reflective Mulches Improve Sustainability of Non-Cavendish Bananas Cultivars in the Subtropics of Coastal Alabama”, Acta Horticulturae, XI International Symposium on Protected Cultivation in Mild Winter Climates & I International Symposium on Nettings and Screens in Horticulture, Tenerife (Spain – Canary Islands), January 31. Curtis, K., and S. Allen, (2018). “Estimating Market Size and Price for Fresh Produce Sales.” USU Extension Fact Sheet, Applied Economics/2018-04pr. Curtis, K., and S. Allen, (2018). “Target Market Identification and Data Collection Methods.” USU Extension Fact Sheet, Applied Economics/2018-01pr. Curtis, K., E. Rice, and D. Quarnstrom, (2019). “Adopting Organic Wheat: Grower Motivations and Concerns.” USU Extension Fact Sheet, Applied Economics/2019-01pr. Curtis, K., E. Rice, and D. Quarnstrom, (2019). “Characteristics of Organic Wheat Growers.” USU Extension Fact Sheet, Applied Economics/2019-02pr. Curtis, K., E. Rice, S. Slocum, and K. Allen, (2019). “Farm Shops: A Direct-to-Consumer Extended Season Opportunity.” USU Extension Fact Sheet, Applied Economics/2019-04pr. Curtis, K., K. Salisbury, R. Ward, and C. Durward, (2019). “Targeting Farmers’ Markets in Utah: Understanding Fresh Produce Pricing.” USU Extension Fact Sheet, Applied Economics/2019-03pr. Curtis, K., K. Salisbury, V. Pozo, R. Ward, and C. Durward, (2019). “What Determines Produce Pricing in Utah?” USU Extension Fact Sheet, Applied Economics/2019-05pr. Curtis, K., S. Allen, and S. Slocum, (2018). “Fresh Produce Direct Market Sales Considerations.” USU Extension Fact Sheet, Applied Economics/2018-02pr. Curtis, K., T. Drugova, and H. Thomason, (2018). “Labeling and Product Characteristic Preferences of Organic Food Buyers.” USU Extension Fact Sheet, Applied Economics/2018-03pr. Curtis, K., T. Drugova, and H. Thomason, (2018). “Premium Potential for Organic Wheat Products.” USU Extension Fact Sheet, Applied Economics/2018-06pr. Curtis, K., T. Drugova, and H. Thomason, (2018). “Who Are Organic Wheat Consumers?” USU Extension Fact Sheet, Applied Economics/2018-05pr. Drugova, T., and K. Curtis, (2019). “Do Consumers Who Prefer Gluten-Free Also Prefer Organic?” USU Extension Fact Sheet, Applied Economics/2019-07pr. Drugova, T., and K. Curtis, (2019). “Does Consumer Knowledge of Organic Production Standards Influence Demand for Organic and Non-GMO Labeled Foods?” USU Extension Fact Sheet, Applied Economics/2019-06pr. Fonsah, E. G, J. Shealey and S. Carlson. (2019). “Cantaloupe Budget on Narrow Plastic and Sprinkler Irrigation in Georgia” Department of Ag & Applied Economics, University of Georgia. <a href="http://agecon.uga.edu/extension/budgets.html">http://agecon.uga.edu/extension/budgets.html</a> Fonsah, E. G. and C. Tyson (2019).  “Onions Budget” Department of Ag & Applied Economics, University of Georgia.  <a href="http://agecon.uga.edu/extension/budgets.html">http://agecon.uga.edu/extension/budgets.html</a> Fonsah, E. G. and J. Shealey and S. Carlson (2019).  “Fresh Tomato on Plastic and Irrigation Budget” Department of Ag & Applied Economics, University of Georgia. <a href="http://agecon.uga.edu/extension/budgets.html">http://agecon.uga.edu/extension/budgets.html</a> Fonsah, E. G., E. Smith and J. Jacobs (2019). “Fresh Market Blackberry Budget” Department of Ag & Applied Economics, University of Georgia.  <a href="http://agecon.uga.edu/extension/budgets.html">http://agecon.uga.edu/extension/budgets.html</a>  Fonsah, E. G., J. Price and B. Cantrell (2019). “Fresh Market Satsuma Budget” Department of Ag & Applied Economics, University of Georgia.  <a href="http://agecon.uga.edu/extension/budgets.html">http://agecon.uga.edu/extension/budgets.html</a> Fonsah, E. G., L. Wells, W. Hudson and D. Collins (2019). “High Input Pecan Budget” Department of Ag & Applied Economics, University of Georgia.  <a href="http://agecon.uga.edu/extension/budgets.html">http://agecon.uga.edu/extension/budgets.html</a> Fonsah, E. G., L. Wells, W. Hudson and D. Collins (2019). “Low Input Pecan Budget” Department of Ag & Applied Economics, University of Georgia.  <a href="http://agecon.uga.edu/extension/budgets.html">http://agecon.uga.edu/extension/budgets.html</a> Fonsah, E. G., R. Allen, J. Jacobs and S. Curry (2019). “Southern High Bush Blueberry Budget” Department of Ag & Applied Economics, University of Georgia.  <a href="http://agecon.uga.edu/extension/budgets.html">http://agecon.uga.edu/extension/budgets.html</a> Fonsah, E. G., R. Srinivasan and S. Diffie (2019).  “Tomato Yellow Leaf Curl Virus (TYLCV) Management Budget” Department of Ag & Applied Economics, University of Georgia. <a href="http://agecon.uga.edu/extension/budgets.html">http://agecon.uga.edu/extension/budgets.html</a> Fonsah, E.G. (2019). An Economic Production Guide for Fruits and Nuts Growers, Agents and Specialists in Georgia. University of Georgia, Department of Agricultural & Applied Economics,1-68. <a href="https://agecon.uga.edu/content/dam/caes-subsite/ag-econ/documents/extension/publications/Fruit%20Production%20Guide%20-%20Oct%202019.pdf">https://agecon.uga.edu/content/dam/caes-subsite/ag-econ/documents/extension/publications/Fruit%20Production%20Guide%20-%20Oct%202019.pdf</a> Fonsah, E.G. (2019). An Economic Production Guide for Vegetable Growers, Agents and Specialists in Georgia. University of Georgia, Department of Agricultural & Applied Economics, 1-61 pages. <a href="https://agecon.uga.edu/content/dam/caes-subsite/ag-con/documents/extension/publications/Vegetable%20Production%20Guide.pdf">https://agecon.uga.edu/content/dam/caes-subsite/ag-con/documents/extension/publications/Vegetable%20Production%20Guide.pdf</a> Fonsah, E.G., (2019).  “Veinte Cohol Banana Budget” Department of Ag & Applied Economics, University of Georgia. <a href="http://agecon.uga.edu/extension/budgets.html">http://agecon.uga.edu/extension/budgets.html</a> Fonsah, E.G., and J. Shealey (2019).  “Carrots Budget in Georgia” Department of Ag & Applied Economics, University of Georgia.  <a href="http://agecon.uga.edu/extension/budgets.html">http://agecon.uga.edu/extension/budgets.html</a> Fonsah, E.G., and J. Shealey (2019).  “Double Cropped Squash on Plastic Budget”.   Department of Ag & Applied Economics, University of Georgia.  <a href="http://agecon.uga.edu/extension/budgets.html">http://agecon.uga.edu/extension/budgets.html</a> Fonsah, E.G., and J. Shealey (2019).  “Sweet Corn Budget in Georgia” Department of Ag & Applied Economics, University of Georgia.  <a href="http://agecon.uga.edu/extension/budgets.html">http://agecon.uga.edu/extension/budgets.html</a> Fonsah, E.G., and J. Shealey (2019). “Estimated Cost Per Acre of Removing and Replacing Plastic Mulch Damaged by Hurricane Michael in Georgia”.  Food, Agriculture, and Resource Economics (FARE Blog), Department of Agriculture and Applied Economics, University of Georgia (September 27). <a href="https://site.extension.uga.edu/aaecext/">https://site.extension.uga.edu/aaecext/</a> Fonsah, E.G., and S. Carlson (2019).  “Climbing Cucumber Budget”.  Department of Ag & Applied Economics.  University of Georgia.  <a href="http://agecon.uga.edu/extension/budgets.html">http://agecon.uga.edu/extension/budgets.html</a> Fonsah, E.G., B. Hayes, W. Gay, T. Torrance and J. Shealey (2019). “Estimated Cost Per Acre of Bare-Ground Vegetable Production Damaged by Hurricane Michael”. Food, Agriculture, and Resource Economics (FARE Blog), Department of Agriculture and Applied Economics, University of Georgia (October 1). <a href="https://site.extension.uga.edu/aaecext/">https://site.extension.uga.edu/aaecext/</a> Fonsah, E.G., J. Kichler and J. Shealey (2019).  “Eggplant Irrigated for Fresh Market Budget in Georgia” Department of Ag & Applied Economics, University of Georgia.  <a href="http://agecon.uga.edu/extension/budgets.html">http://agecon.uga.edu/extension/budgets.html</a> Fonsah, E.G., J. Shealey and B. Starr (2019).  “Snap Beans Budget”.  Department of Ag & Applied Economics, University of Georgia.  <a href="http://agecon.uga.edu/extension/budgets.html">http://agecon.uga.edu/extension/budgets.html</a> Fonsah, E.G., J. Shealey, J. Kichler and S. Carlson (2019).  “Bell pepper production budget in Georgia”. Department of Ag & Applied Economics, University of Georgia.   <a href="http://agecon.uga.edu/extension/budgets.html">http://agecon.uga.edu/extension/budgets.html</a> Fonsah, E.G., S. Carlson, S. Curry, and R. Brown (2019).  “Strawberry Fresh Market Budget”, Department of Ag & Applied Economics, University of Georgia.  <a href="http://agecon.uga.edu/extension/budgets.html">http://agecon.uga.edu/extension/budgets.html</a> Fonsah, E.G., T. Coolong, J. Kichler and J. Shealey (2019).  “Bare ground Cabbage Irrigated for Fresh Market Budget in Georgia” Department of Ag & Applied Economics, University of Georgia.  <a href="http://agecon.uga.edu/extension/budgets.html">http://agecon.uga.edu/extension/budgets.html</a> Fonsah, E.G., T. Coolong, J. Kichler and J. Shealey (2019).  “Collard Green Irrigated for Fresh Market Budget in Georgia” Department of Ag & Applied Economics, University of Georgia.  <a href="http://agecon.uga.edu/extension/budgets.html">http://agecon.uga.edu/extension/budgets.html</a> Fonsah, E.G., T. Coolong, J. Kichler, and J. Shealey (2019).  “Kale Green Irrigated for Fresh Market Budget in Georgia” Department of Ag & Applied Economics, University of Georgia.  <a href="http://agecon.uga.edu/extension/budgets.html">http://agecon.uga.edu/extension/budgets.html</a> Fonsah, E.G., T. Coolong, P. Tucker and J. Shealey (2019).  “Watermelon Irrigated for Fresh Market Budget in Georgia” Department of Ag & Applied Economics, University of Georgia. <a href="http://agecon.uga.edu/extension/budgets.html">http://agecon.uga.edu/extension/budgets.html</a> Fonsah, E.G., Y. Chen, S. Diffie, R. Srinivansan and D. Riley (2019).  “An Economic Assessment of Managing Whiteflies and Tomato Yellow Leaf Curl Virus.” Southeast Regional Fruits and Vegetables Conference, Savannah, Saturday January 10-13, pg. 4. Gregory, E., S. Meyers, C. Morris, J. Main, M. Shankle, E. Canales, and A.J. Collart. 2019. “Greenhouse Sweet potato Slip Production Budget for Mississippi.” Mississippi State University Extension Service. Publication #3359. Kelley, K. M. (2019). "Wine in Pennsylvania." All in FoodZ Podcast Series, Food Decisions Research Laboratory, School of Hospitality Management, Penn State.<a href="www.blubrry.com/allinfoodz/43716902/wine-in-pennsylvania/"> www.blubrry.com/allinfoodz/43716902/wine-in-pennsylvania/.</a> Kelley, K., J. Bruwer, J. Zelinskie, D.M. Gardner, R. Govindasamy, J. Hyde, and B.J. Rickard. 2019. “Travel group member type effects in wine tourism.” Tourism Recreation Research 44(1): 54–65. Kunwar, S.R., S. Bogati, E.G. Fonsah and L. P. Amgain (2019).  Productivity and Profitability of Wheat Using Nutrient Expert ® Wheat Model in Morang, Nepal, Scientific Writing, University of Georgia, Georgia, USA. <h1>Livat, F., and B. Rickard. “US tariffs on French wine: big talk, potentially unintended consequences.” The Conversation. September 5, 2019. Available at: <a href="https://theconversation.com/us-tariffs-on-french-wine-big-talk-potentially-unintended-consequences-122975">https://theconversation.com/us-tariffs-on-french-wine-big-talk-potentially-unintended-consequences-122975</a></h1> McCluskey, J.J. “Agricultural Mis-information, Conceptions and Interpretations,” United States Agricultural Information Network (USAIN) biennial conference, Pullman, WA, May 16, 2018. <h1>Pellechia, T. “Research Shows That Wine Tariffs Are Not Easy; Increasing Them May Be Harder.” Featured on Forbes. September 10, 2019. Available at: <a href="https://www.forbes.com/sites/thomaspellechia/2019/09/10/research-shows-that-wine-tariffs-are-not-easy-increasing-them-may-be-harder/#124ccfb3400b">https://www.forbes.com/sites/thomaspellechia/2019/09/10/research-shows-that-wine-tariffs-are-not-easy-increasing-them-may-be-harder/#124ccfb3400b</a></h1> <h1>Silverberg, D. “Can a new apple take over the world?” Featured on the BBC, Business. October 17, 2019. Available at: <a href="https://www.bbc.com/news/business-50048782">https://www.bbc.com/news/business-50048782</a></h1> Snyder, R., and E. Canales. 2019. “Starting a Greenhouse Business”. Mississippi State University Extension Service Publication P1957.     Refereed Journal Articles   Akhundjanov, S.B., R.K. Gallardo, J.J. McCluskey, and B.J. Rickard. Commercialization of a Demand-Enhancing Innovation: The Release of a New Apple Variety by a Public University. Economic Modelling (forthcoming). Akhundjanov, S.B., R.K. Gallardo, J.J. McCluskey, B.J. Rickard. “Optimal Licensing of Plant Variety Patents: Benefiting both the Public University and the Industry.” Economic Modelling, Forthcoming. Arumugam, S., R. Govindasamy, I. Vellangany and H. Gohil, “Consumer's Preferences for Fresh Organic Produce in the Mid-Atlantic USA: An Econometric Analysis”, Agricultural Research (2018). https://doi.org/10.1007/s40003-018-0357-z Berning, J.P., H.H. Chouinard, K. Kiesel, J.J. McCluskey, and S.B. Villas-Boas, in press, “Consumer and Strategic Firm Response to Nutrition Shelf Labels,” American Journal of Agricultural Economics. Bruwer, J., J. Cohen, and K.M. Kelley. 2019. Wine involvement interaction with dining group dynamics, group composition and consumption behavioral aspects in USA restaurants. International Journal of Wine Business Research 31(1):12-28. DOI: 10.1108/IJWBR-06-2018-0027 Canales, E. and M. Palma. 2019. "Theme Overview: The Agricultural Production Potential of Latin America: Implications for Global Food Supply and Trade." Choices 34(3):1-3. Canales, E., G. Andrango, and A. Williams. 2019. "Mexico’s Agricultural Sector: Production Potential and Implications for Trade." Choices 34(3):1-12. Collart, A.J., S.L. Meyers, and J.K. Ward. 2019. “Consumer Perception of Skinning Injury in Sweetpotatoes and Implications for Marketability: An Experimental Auction.” HortTechnology 29(4):468-475. Curtis, K., and D. Quarnstrom, (2019). “Untangling the Economic and Social Impediments to Producer Adoption of Organic Wheat.” Journal of Food Distribution Research, 50(1), 105-113. Curtis, K., M. Bradshaw, and S. Slocum, (forthcoming 2019). “The Role of Culinary Experiences in Destination Loyalty.” Journal of Gastronomy and Tourism. Curtis, K., M. Bradshaw, and S. Slocum, (forthcoming). “Tourism in the Intermountain West: The Role of Food and Agritourism in Neolocalism.” In Ingram, L., Slocum, S.L., & Cavaliere, C. (Eds.) Neolocalism and Tourism: Understanding a Global Movement. Goodfellow. Deller, Steven, R. David Lamie, and Maureen Stickel, “Local Foods Systems and Community Economic Development”, Community Development: The Journal of the Community Development Society, (in press for hardcopy; online version published in September 2017 at Taylor and Francis Online). Drugova, T., V. Pozo, K. Curtis, and R. Fortenbury, (2019). “Organic Wheat Prices and Premium Uncertainty: Can Cross Hedging and Forecasting Play a Role?” Journal of Agriculture and Resource Economics, 44(3):551-570. Dube, A. K.  B. Ozkan, and R. Govindasamy, “Analyzing the Export Performance of the Horticultural Sub-Sector in Ethiopia: ARDL Bound Test Cointegration Analysis”, Horticulturae, 4 (2018): 34. doi:10.3390. Dube, A.K., Fawole, W.O., Govindasamy, R., Ozkan, B (2019). Agricultural development led industrialization in Ethiopia: structural break analysis. International Journal of Agriculture, Forestry and Life Sciences. 3(1): 193-201. Galinato, S., R.K. Gallardo, E. Beers, A. Bixby-Brosi. 2019. “Developing a Management Strategy for Little Cherry Disease: The Case of Washington State.” Plant Disease. Available online: <a href="https://apsjournals.apsnet.org/doi/10.1094/PDIS-12-18-2235-SR">https://apsjournals.apsnet.org/doi/10.1094/PDIS-12-18-2235-SR</a> Gallardo, R.K., K. Grant, D.J. Brown, J.R. McFerson, K.M. Lewis, T. Einhorn, M. Miranda Sazo. 2019. “U.S. Fresh Apple Industry Perceptions of Precision Agriculture Technologies.” HortTechnology, 29(2): 151-162. Govindasamy, R., S. Arumugam, I. Vellangany, and B. Ozkan. “Willingness to Pay a High-Premium for Organic Fresh Produce: An Econometric Analysis”, Agricultural Economics Research Review. 31 (2018), 45-52. Govindasamy, R., S. Arumugam, J. Zhuang, K. M. Kelley and I. Vellangany. “Cluster Analysis of Wine Market Segmentation – A Consumer Based Study in the Mid-Atlantic USA”, Economic Affairs, 63 (2018):489-495. Grant, K., R.K. Gallardo and J.J. McCluskey, 2019. “Are Consumers Willing to Pay to Reduce Food Waste?” Choices 34(1): 1-7. Ho, S.-T., J.E. Ifft, B.J. Rickard, and C.G. Turvey. 2018. Alternative strategies to manage weather risk in perennial fruit crop production. Agricultural and Resource Economics Review 47(3): 452–476.  Hong, Y., R.K. Gallardo, X. Fan, S. Atallah, and M.I. Gomez. 2019. “Modelling the Economic Impact of the Trade Regulation of Invasive Species: A Study of Apple Production under an Apple Maggot Quarantine Program”.  Journal of Agricultural and Resource Economics, 44(3): 646-663. Huffman, W.E. and J.J. McCluskey, in press. New Technology and Conflicting Information: Assessing Consumers’ Willingness to Pay for New Foods. Hackensack, NJ: World Scientific Publishing. Kaninda, S. T., G. Kostandini and E. G. Fonsah (2019) “The Impact of Migration, Remittances and Public Transfers on Technology Adoption: The Case of Cereal Producers in Rural Kenya”, Journal of Agricultural Economics, doi: 10.1111/1477-9552.12295. Kaninda, S., E.G. Fonsah, G.E. Boyhan, E.L. Little and J.W. Gaskin (2019). “Economic Analysis of Crop Rotation Systems for High Value Cool-Season Vegetables in Southern Region of the USA”. (Forthcoming). Kargar, M., F.M. Woods, M.M. Walls, R.J. Kessler, E.G. Fonsah, K. Shetty, J. Ramesh, and N. Larsen (2019).  “Screening Underutilized Banana for Carotenoid Content”. Journal of the American Pomological Society 73 (4):198-xx (Forthcoming). Kelley, K. J. Bruwer, J., Zelinskie, D. Gardner, R. Govindasamy, J. Hyde, and B. Rickard. 2019. Wine consumers’ willingness to adopt environmentally friendly packaging practices at tasting rooms: An ECHAID analysis. British Food Journal (Forthcoming). Kelley, K.M., J. Bruwer, J. Zelinskie, D. Gardner, R. Govindasamy, J. Hyde, and B. Rickard.  Wine consumers’ willingness to adopt environmentally friendly packaging practices at tasting rooms. British Food Journal (Forthcoming). Kelley, K.M., J. Bruwer, J. Zelinskie, D. M. Gardner, R. Govindasamy, J. Hyde & B. J. Rickard (2018): Travel group member type effects in wine tourism: an ECHAID segmentation, Tourism Recreation Research, DOI: 10.1080/02508281.2018.1541578. Kunwar, S.R., S. Bogati, E. G. Fonsah, and L. P. Amgain (2019).  “Economic Assessment of Adopting Nutrient Expert® Wheat Model Vs Conventional Wheat Fertilizer Application Management in Morang, Nepal”, Journal of Agricultural Studies (JAS): Vol: 7: (3)-38-48. ISSN 2166-0379. Lamie, R. David and Steve Deller, editors. Special Issue of Community Development, the Journal of the Community Development Society focused on local/regional/community food systems development and the challenge of interdisciplinary research. (September 2017) Lamie, R. David and Steven Deller, “Motivations for a Special Issue on Local Food Systems Development”, Community Development: The Journal of the Community Development Society, (September 2017) Lee, K., R.K. Gallardo, and M. Giacinti. 2019. “Tariff Impacts on Trade and Welfare: The Case of Indian Imports of Fresh Apples.” Journal of Agricultural and Applied Economics, 1-17. Li, Z., R.K. Gallardo, V. McCracken, C. Yue, V.Whitaker and J. McFerson. “Grower Willingness to Pay for Fruit Quality versus Disease Resistance and Welfare Implications: The Case of Florida Strawberry.” Journal of Agricultural and Resource Economics, Forthcoming. Li, Z., R.K. Gallardo, V. McCracken, C. Yue, W. Hoashi-Erhardt, L. DeVetter. 2019. “Supporting Successful Transition to the Fresh Market: Research and Extension Needs of Pacific Northwest Strawberry Growers”. HortTechnology, 29(5): 649-658. Lunardo, R., and B. Rickard.  How do consumers respond to fun wine labels? British Food Journal (forthcoming). Miller, A., K. M. Kelley, J. Zelinskie, D. M. Gardner, R. Govindasamy, J. Hyde, B. Rickard, and K. Storchmann, “Assisting Mid-Atlantic Wine Industry Stakeholders in Developing Consumer-Centric Marketing Strategies: Internet Survey Results”, Journal of Extension, 56 (2018): <a href="https://www.joe.org/joe/2018february/rb5.php">https://www.joe.org/joe/2018february/rb5.php</a>. Petit, O., R. Lunardo, and B.J. Rickard.  Small is beautiful: The role of anticipated food waste in consumers' avoidance of large packages. Journal of Business Research (forthcoming).   Plakias, Zoë T., Iryna Demko, and Ani L. Katchova. 2019. “Direct Marketing Channel Choices Among U.S. Farmers: Evidence from the Local Food Marketing Practices Survey.” Renewable Agriculture and Food Systems. doi: 10.1017/S1742170519000085. Torres, A.  Does social capital pay off? The case of small business resilience after Hurricane Katrina. Journal of Contingencies and Crisis Management 27(2):168-181. Torres, A.  Investigating the Drivers of Farm Diversification Among US Fruit and Vegetable Operations. Sustainability journal 11(12): 3380. Torres, A. Evaluating the Business and Owner Characteristics Influencing the Adoption of Online Advertising Strategies in the Green Industry. HortTechnology 29(3): 374-381. Velandia. M., R. Rejesus, C.D. Clark, K. DeLong, K. Jensen, S. Schexnayder, and A. Wszelaki. "The Role of Environmental Stewardship and Labor Savings in the Use of Plastic Biodegradable Mulch in Fruit and Vegetable Production." Agroecology and Sustainable Food Systems (in review). Waldrop, M.E., J.J. McCluskey, 2019. “Does Information about Organic Status affect Consumer Sensory Liking and Willingness to Pay for Beer?” Agribusiness 35(2): 149–167. Waliullah, S., E.G. Fonsah, P. Ji, and M. E. Ali (2019).  “First Report of Banana Streak Virus Infecting Bananas (Musa spp.) in Georgia, USA”. Plant Disease journal (forthcoming). Wannemuehler, S. D., J. Luby, C. Yue, D. S. Bedford, R. K. Gallardo, V. McCracken. 2019. “A Cost-Benefit Analysis of DNA Informed Apple Breeding.” HortScience, 54(11):1998-2004. Weaver, R.D. and Y. Moon. (2018) Pricing Perishables with Uncertain Demand, Substitutes, and Consumer Heterogeneity. Int. J. Food System Dynamics. 9 (5): 484-495 Winfree, J.A. and J.J. McCluskey, 2019. “Collective Reputation in Online Platforms and Private Quality Standards,” J. of Ag. & Food Industrial Org. https://doi.org/10.1515/jafio-2018-0014. Yue, C., R. Govindasamy, and K. Kelley, “Mid-Atlantic Wine Tourism Consumer Preference: An Econometric Approach”, International Journal of Wine Business Research, (2019). https://doi.org/10.1108/IJWBR-03-2018-0011. Yue, C., R. Govindasamy, and K.M. Kelley. 2019. Mid-Atlantic wine tourism consumer preference: An econometric approach. International Journal of Wine Business Research 31(3):326-343. doi.org/10.1108/IJWBR-03-2018-0011     Book Chapters   McCluskey, J.J., M.P. Squicciarini, and J. Swinnen, 2019. “Information, Communication and Agricultural and Food Policies in an Age of Commercial Mass and Social Media,” Global Challenges for Future Food & Agricultural Policies, T. Josling and D. Blandford, eds., Hackensack, NJ: World Scientific, pp. 351-368. Butler, Alex, Tim Woods, Mike Reed, and Brad Bergefurd, “A Produce Price Analysis of Regional Ohio Valley Produce Auctions”, paper presented at the 22nd International Farm Management Association Congress, Launceston, Australia, March 2019. Fonsah, E.G., Y. Chen, S. Diffie, R. Srinivansan and D. Riley (2019).  “Economic Productivity and Profitability Analysis for Whiteflies and Tomato yellow leaf curl virus (TYLCV) Management Options.”, J. of Food Distr. Res: 50(1): 123-131 (March). Hamm, Brannon, Vijay Subramaniam, Alex Butler and Tim Woods, “Analyzing Economic Feasibility of Extending the Growing Season for Vegetable Production”, poster presented at the Southern Agricultural Economics Association Annual Meeting, Birmingham, AL, February 2019. Kelley, K. M. (2019). "Trends and consumer demand for specialty cut flowers." 2019 Mid-Atlantic Fruit and Vegetable Convention Proceedings. (pp. 52-53).   Refereed Conference Proceedings   Torres, A. and Lancaster, N. Looking at the Economic and Noneconomic Drivers of Farm Diversification. Conference Proceedings Article. Food Distribution Research Society. Woods, Tim, Jairus Rossi, and Jody Ensman, “CSA Produce Subscription Vouchers: Evaluating Employee Impacts on Diet-Related Pharmacy and Medical Expenditures”, 11th Annual Kentucky Health and Wellness Conference, Lexington, KY, March 2019. Zare Mehrjerdi, Mahla, Tim Woods, Alison Davis, and Wuyang Hu, “Consumers’ Willingness to Pay for Local Food in Alternative Restaurant Formats: An Application of the Latent Class Approach”, selected paper presented at the Southern Agricultural Economics Association Annual Meeting, Birmingham, AL, February 2019.