S1088: Specialty Crops and Food Systems: Exploring Markets, Supply Chains and Policy Dimensions

(Multistate Research Project)

Status: Active

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SAES-422 Reports

Annual/Termination Reports:

[12/10/2025]

Date of Annual Report: 12/10/2025

Report Information

Annual Meeting Dates: 10/12/2025 - 10/12/2025
Period the Report Covers: 12/01/2024 - 11/30/2025

Participants

Meeting Participants:
Huang, Kuan-Ming (kmh1169@msstate.edu) – Mississippi State University;
Morgan, Kimberly (kimorgan@ufl.edu) - University of Florida;
Thornsbury, Suzanne (thornsbs@ufl.edu) - University of Florida;
Govindasamy, Ramu (govind@sebs.rutgers.edu) – Rutgers University;
Fonsah, Esendugue Greg (gfonsah@uga.edu) – University of Georgia;
Torres, Ariana (torresa@purdue.edu) – Purdue University;
Gallardo, R. Karina (karina_gallardo@wsu.edu) -Washington State University;
Woods, Timothy (tim.woods@uky.edu) – University of Kentucky;
Kalaitzandonakes, Maria (mariahk2@illinois.edu) – University of Illinois Urbana-Champaign;
Wei, Xuan (xuanwei@ufl.edu) – University of Florida;
Rihn, Alicia (arih@utk.edu) – University of Tennessee;
Bailey, Savannah - University of Florida;
Lambert, Lixia – Oklahoma State University;
Sterns, James (jasterns@oregonstate.edu) - Oregon State University;
Price, French - University of Florida;
Curtis, Kynda (kynda.curtis@usu.edu) – Utah State University;
Zapata, Samuel – Texas A&M University;
Banerjee, Ban – Kentucky State University;
Chenarides, Lauren (Lauren.Chenarides@colostate.edu)- Colorado State University;
Mitra, Pritam (pzm0051@auburn.edu) – Auburn University;
Nian, Yefan (ynian@clemson.edu)- Clemson University;
Velandia, Margarita (mvelandi@utk.edu) – University of Tennessee;
Yenerall, Jacqueline (jyeneral@utk.edu) – University of Tennessee;
Villacis, Alexis (villacis.2@osu.edu) – The Ohio State University;
Thilmany, Dawn (dawn.thilmany@colostate.edu) – Colorado State University.

Members contributed to the accomplishments report preparation:
Huang, Kuan-Ming (kmh1169@msstate.edu) – Mississippi State University;
Thornsbury, Suzanne (thornsbs@ufl.edu) - University of Florida;
Morgan, Kimberly (kimorgan@ufl.edu) - University of Florida;
Gao, Zhifeng – (zfgao@ufl.edu) University of Florida;
Fonsah, Esendugue Greg (gfonsah@uga.edu) – University of Georgia;
Torres, Ariana (torresa@purdue.edu) – Purdue University;
Govindasamy, Ramu (govind@sebs.rutgers.edu) – Rutgers University;
Kelley, Kathy (kmk17@psu.edu) – Pennsylvania State University;
Schmidt, Claudia (cschmidt@psu.edu) – Pennsylvania State University;
Villacis, Alexis (villacis.2@osu.edu) – The Ohio State University;
Kalaitzandonakes, Maria (mariahk2@illinois.edu) – University of Illinois Urbana-Champaign;
Wei, Xuan (xuanwei@ufl.edu) – University of Florida;
Rihn, Alicia (arih@utk.edu) – University of Tennessee;
Velandia, Margarita (mvelandi@utk.edu) – University of Tennessee;
Yenerall, Jacqueline (jyeneral@utk.edu) – University of Tennessee;
Gill, Mackenzie (mgill5@utk.edu) – University of Tennessee;
Thilmany, Dawn (dawn.thilmany@colostate.edu) – Colorado State University;
Rister, Edward (e-rister@tamu.edu) – Texas A&M University;
Woods, Timothy (tim.woods@uky.edu) – University of Kentucky;
Curtis, Kynda (kynda.curtis@usu.edu) – Utah State University;
Canales, Elizabeth (elizabeth.canales@msstate.edu) - Mississippi State University;
Gallardo, R. Karina (karina_gallardo@wsu.edu) -Washington State University;
McCluskey, Jill J. (mccluskey@wsu.edu) – Washington State University;
Mittelhammer, Ron (mittelha@wsu.edu)- Washington State University;
Love, H. Alan (a.love@wsu.edu) – Washington State University.

Brief Summary of Minutes

The S-1088 committee met in San Diego, CA, on October 12, 2025, to review progress toward the project’s objectives, reaffirming focus on: (1) analyzing the development and adoption of novel technologies across the specialty crop supply chain from production to post-consumption; (2) evaluating emerging or anticipated demand trends and drivers for buyers and consumers of specialty crops; and (3) informing policy response and analyzing potential impacts of new programs and policies on specialty crop supply chains and food systems.

A total of 25 participants attended the business meeting, including both in-person and online attendees. The meeting began at 9:00 AM (Pacific Time) and adjourned at 12:30 PM (Pacific Time). The minutes from the 2024 meeting were approved at 9:30 AM. Savannah Bailey and Jacqueline Yenerall presented the results from the membership survey. Tim Woods provided a summary of the 2024 AAEA track session on labor issues. Kim Morgan introduced the Southern AgToday platform and extended invitations to members, while Margarita Velandia presented the podcast Let’s Talk About Labor and invited participation. Lauren Chenarides demonstrated the Envisioning Food and Agricultural Data for the Future dashboard she created, highlighting its functions.

State updates were provided by participants, followed by discussions on plans for the next year. Members agreed to expand multi-state data sharing, coordinate methodological approaches for surveys and consumer experiments, and collaborate on joint outreach products. An initiative to propose a 2026 AAEA track session on the U.S. cut flower industry and to expand shared datasets on emerging specialty crop markets was raised, organized, and submitted by Kynda Curtis. Proposing at least one track session was identified as a milestone goal of S-1088 for both 2025 and 2026. Additional activities confirmed included cross-institutional collaborations on data-sharing platforms (proposed by Arianna Torres), reference and research focus-checking dashboards (proposed by Lauren Chenarides), student track and presentation sessions (proposed by Samuel Zapata), engaging industry participants in annual conference sessions, and article writing (proposed by James Sterns). Kuan-Ming Huang will follow up with the proposers after the meeting. All proposed activities are directly aligned with and contribute to achieving the three overarching objectives of S-1088. The call for chair-elect was also announced.

The meeting adjourned at 12:30 PM (Pacific Time). Following the meeting, Suzanne Thornsbury transitioned to past chair, Kuan-Ming Huang became the chair for S-1088.

Accomplishments

S-1088 Objectives <ol> <li>Analyze the development and adoption of novel technologies across the specialty crop supply chain from production to post-consumption.</li> <li>Evaluate emerging (or anticipated) demand trends and drivers for buyers and consumers of specialty crops.</li> <li>Inform policy response and analyze potential impacts of new programs and policies on specialty crop supply chains and food systems.</li> </ol> Short-term Outcomes: The research outputs from this program have generated measurable, short-term benefits for producers, consumers, and industry stakeholders across the United States, directly supporting the objectives of S-1088. In alignment with Objective 1, analyzing the development and adoption of novel technologies across the specialty crop supply chain, growers have adopted integrated pest, weed, and nematode management strategies in multi-season plasticulture vegetable systems, leading to higher yields and reduced reliance on chemical inputs. Alley cropping and end-of-production regimens tested in multiple trials have prompted the implementation of sustainable practices that enhance post-harvest longevity and improve the nutritional quality of leafy greens and other specialty crops. Adoption of microgreen production methods has enabled small-scale producers to diversify production, increase crop value, and access premium markets. Aligned with Objective 2, evaluating emerging demand trends and drivers for buyers and consumers, extension fact sheets, enterprise budgets, and targeted consumer preference studies have equipped growers with actionable, data-driven tools for crop selection, marketing, and pricing. These resources have helped producers reduce costs, align supply with consumer demand, and increase profitability. Marketing-focused workshops, webinars, and presentations reached 50–1,000+ attendees per session, promoting adoption of branding, labeling, and sales strategies that improve market access and enable capture of premium prices. Research on consumer preferences for fresh and processed fruits, vegetables, and culinary herbs has informed product development and labeling, expanding consumer access to specialty and nutritious foods. Studies on willingness to pay for locally grown, organic, or specialty-labeled products have supported informed purchasing decisions, potentially increasing consumption, reducing food waste, and strengthening local economies. Initiatives targeting farmers markets and rural wineries have further reinforced local food systems, created jobs, and expanded economic activity through diversified market channels. In support of Objective 3, informing policy response and analyzing potential impacts of new programs and policies, participation in interdisciplinary and international forums has prepared agricultural professionals to address labor shortages, integrate global best practices, and respond to evolving market and climate pressures. Implementation of soil solarization, alley cropping, and other sustainable production practices has reduced pesticide exposure among farmers while improving soil health and farm resilience. Hydroponic and controlled-environment production studies demonstrate the potential for reducing water usage and increasing the nutrient density of produce for consumers.   Collectively, these research outputs have resulted in tangible, measurable benefits that include the adoption of advanced production practices, reduced input costs and chemical exposure, increased market access and profitability, improved access to nutritious foods, and enhanced workforce capacity across the specialty crop and food sectors, demonstrating the program’s short-term contributions to technological adoption, market understanding, and policy-relevant insights.   Outputs:   The research program has generated a wide range of tangible and intangible outputs that support producers, industry stakeholders, policymakers, and consumers in the specialty crop and food sectors. Publications: The program has produced numerous peer-reviewed articles, extension bulletins, fact sheets, and industry reports. Peer-reviewed journal articles include studies on mechanization challenges in specialty crops, consumer preferences for fruits, vegetables, and culinary herbs, and economic analyses of marketing programs (e.g., Morgan & Thornsbury, 2025; Magnier et al., 2025; Astill et al., 2025; Wolcott & Thornsbury, 2025). Extension publications and enterprise budgets provide growers with cost and return estimates for crops such as apples, strawberries, blueberries, melons, peppers, and tree nuts (e.g., Gallardo et al., 2025; Langford et al., 2025; Curtis et al., 2025; Fonsah et al., 2025). Fact sheets and market analyses include information on consumer preferences, willingness to pay for specialty-labeled products, and market trends across processed and fresh foods (e.g., Huang et al., 2025; Jeon et al., 2025; Villacis et al., 2025; Kelley & Schmidt, 2025). Presentations and Outreach: The team has delivered over 100 presentations at conferences, webinars, professional development meetings, and industry events at the regional, national, and international levels. Topics include consumer preferences for specialty crops, farm labor issues, marketing and branding strategies, farm-level sustainability, and production innovations such as microgreens and hydroponic herbs (e.g., Curtis et al., 2024–2026; Rihn et al., 2025; Kelley & Schmidt, 2025; Fonsah, 2025; Velandia, 2025). These sessions reached hundreds to over a thousand participants per event and included both invited talks and contributed presentations at professional society meetings (AAEA, SAEA, ASHS, WAEA). Data and Observations: The program has produced datasets and experimental observations related to crop production, consumer behavior, labor use, and market trends. These include cost and return estimates for specialty crops, consumer preference data for fresh and processed products, and adoption data for sustainable production practices. Observational data on microgreen, hydroponic, and plasticulture systems have informed best practices for yield, nutritional content, and post-harvest quality (e.g., Butler et al., Fonsah, 2025; Velandia, 2025; Rudolph et al., Walters et al., 2023–2026; Rihn et al., 2025). Digital and Online Resources: Many outputs are publicly available online, including extension publications, blogs, e-GRO alerts, and fact sheets, providing growers, researchers, and industry professionals with immediate access to up-to-date information and guidance (e.g., Rihn, 2025; Kelley, 2025; Villacis et al., 2025). Observations and Reports: Internal and collaborative reports summarize research trials, field experiments, and consumer surveys. These outputs have been used to inform production practices, labor strategies, and marketing decisions. They include reports on integrated disease management, specialty crop labor, and market analyses for rural wineries, farmers markets, and local cut flower industries (Gallardo et al., 2025; DeLong et al., 2025; Curtis et al., 2024–2025). Overall, the outputs from this program provide a rich set of resources, including publications, data, presentations, reports, and digital materials, that support evidence-based decision-making in specialty crop production, marketing, consumer engagement, and workforce development.   Activities: The research program conducted a comprehensive set of organized and methodical activities aimed at generating new knowledge and advancing understanding in specialty crop production, marketing, and consumer behavior. Field Experiments and Production Trials: Teams implemented multi-season vegetable production trials using plasticulture, hydroponic, and controlled-environment systems to evaluate integrated pest, weed, and nematode management strategies, alley cropping practices, and end-of-production regimens. Observations and measurements focused on crop yield, post-harvest longevity, nutrient content, and sustainable management practices (e.g., Butler et al., Rudolph et al., Walters et al., 2023–2026; Rihn et al., 2025). Enterprise budgets and production cost studies were developed for apples, strawberries, blueberries, melons, peppers, tree nuts, and other specialty crops, providing empirical insights into economic feasibility and profitability (e.g., Gallardo et al., 2025; Fonsah et al., 2025). Consumer Research and Market Analysis: The team conducted surveys, discrete choice experiments, and economic experiments to evaluate consumer preferences, willingness to pay, and purchasing behavior for fresh and processed specialty crops, locally grown produce, organic products, and specialty-labeled items. These activities generated actionable insights for growers and marketers to align production and marketing strategies with market demand (e.g, Jeon et al., 2025; Rosales et al., 2025; Villacis et al., 2025; Curtis et al., 2024–2026). Extension, Outreach, and Industry Engagement: Researchers organized and led workshops, webinars, conferences, and professional development sessions to disseminate research findings, provide technical guidance, and promote adoption of innovative practices. These activities included presentations on mechanization challenges, branding and marketing strategies, sustainable production practices, and specialty crop labor management (e.g., Kelley & Schmidt, 2025; Rihn et al., 2025; Curtis et al., 2024–2025; Fonsah, 2025; Velandia, 2025). Woods contributed by analyzing online consumer search behavior and delivering research on cooperative grocers’ strategies to enhance community value and market access, directly informing regional marketing and retail strategies (e.g., Woods, 2024–2025). Collaboration and Interdisciplinary Engagement: Teams engaged in collaborative research across universities, extension services, and industry partners to address complex challenges in specialty crop production and marketing. Activities included joint experimental design, coordinated field trials, labor studies, market assessments, and cross-disciplinary workshops (e.g., DeLong et al., 2025; Butler et al., 2023–2026; Velandia et al., 2025). Participation in international and interdisciplinary forums further expanded understanding of global best practices and informed U.S. specialty crop strategies (e.g., Fonsah, 2025; Thilmany, 2025). Data Collection, Analysis, and Reporting: Systematic collection of field, survey, and market data was conducted to quantify production outcomes, economic performance, consumer behavior, and market trends. Teams employed statistical, econometric, and simulation modeling approaches to analyze data and generate evidence-based recommendations for stakeholders (e.g., Morgan & Thornsbury, 2025; Magnier et al., 2025; Woods & Collart, 2025). Documentation and Knowledge Dissemination: Outputs from these activities were systematically compiled into peer-reviewed publications, extension bulletins, enterprise budgets, fact sheets, digital alerts, and online blogs. These outputs ensured timely dissemination of knowledge to growers, industry stakeholders, policymakers, and the broader research community (e.g., Gallardo et al., 2025; Langford et al., 2025; Rihn et al., 2025; Kelley & Schmidt, 2025; Woods, 2024–2025). Through these organized and methodical activities, the research program advanced scientific understanding of production efficiency, consumer behavior, marketing effectiveness, and labor management in specialty crops, while simultaneously developing practical tools and resources for stakeholders across the United States   Milestones: In 2025, the research program and its project members established a series of key intermediate targets to ensure the timely delivery of outputs and track progress toward achieving project goals. For field and production research, milestones included completing multi-season vegetable and specialty crop trials, implementing and assessing integrated pest, weed, and nematode management strategies, and evaluating alley cropping and end-of-production regimens. These milestones allowed the team to monitor yield, crop quality, post-harvest longevity, and nutritional outcomes, while controlled-environment and hydroponic trials produced data on water-use efficiency and nutrient content within each trial cycle. Enterprise budgets and cost-of-production studies for apples, strawberries, blueberries, melons, peppers, and other specialty crops were delivered according to annual reporting deadlines, providing growers with actionable financial guidance. Consumer research and market analysis milestones included completing surveys, discrete choice experiments, and willingness-to-pay studies for fresh, processed, local, and specialty-labeled products within designated timeframes. Preliminary market and preference reports were delivered annually, enabling extension teams and growers to adjust marketing strategies and production plans based on emerging consumer insights. Woods’ research on online food search behavior was integrated into outreach materials, with targeted findings incorporated into educational resources mid-year to improve grower understanding of consumer demand. Outreach and knowledge dissemination milestones involved conducting workshops, webinars, and conference presentations each quarter to share research findings with growers, industry stakeholders, and extension professionals. Extension bulletins, fact sheets, and digital alerts were updated on an annual schedule to ensure stakeholders had access to the latest recommendations for production practices, market trends, and labor strategies. Collaborative milestones required coordinating field trials and data collection with partner institutions, completing preliminary analyses, and participating in interdisciplinary and international forums to exchange knowledge and incorporate global best practices. Data collection, analysis, and reporting milestones ensured that results from production trials, consumer surveys, and economic experiments were systematically gathered and analyzed within planned reporting periods. Analytical reports and working papers were submitted by interim deadlines to summarize findings and support ongoing decision-making. By achieving these intermediate targets, the project maintained alignment with its overarching goals of improving specialty crop production efficiency, enhancing market competitiveness, expanding access to nutritious foods, and building workforce capacity within the specialty crop and food sectors.

Publications

Peer-Reviewed Journal Articles <ol> <li>Amin, M. D., Badruddoza, S., & McCluskey, J. J. (2025). Substitutes or complements? The effect of opening a food store on customer visits to neighborhood food retailers. American Journal of Agricultural Economics. <a href="https://doi.org/10.1111/ajae.12556">https://doi.org/10.1111/ajae.12556</a></li> <li>Ceylan, R. F., Govindasamy, R., & Ozkan, B. (2025). Food price dynamics in Turkey’s agricultural export market with selected machine learning approaches. New Medit, 24(2), 145–160. <a href="https://doi.org/10.30682/nm2502i">https://doi.org/10.30682/nm2502i</a></li> <li>Ceylan, R. F., Govindasamy, R., Ozkan, B., & Pandey, S. (2024). Stimulating agritourism loyalty in the Mid-Atlantic states of the USA. Turyzm/Tourism, 34(2), 193–204. <a href="https://doi.org/10.18778/0867-5856.34.2.14">https://doi.org/10.18778/0867-5856.34.2.14</a></li> <li>Charlton, D., Devadoss, S., Gallardo, R. K., Luckstead, J., & Vougioukas, S. (2025). Economic viability of robotic fruit harvesters to reduce large seasonal labor demands: Analysis of Gala and Honeycrisp apples. Journal of the Agricultural and Applied Economics Association, 1–18. <a href="https://doi.org/10.1002/jaa2.70000">https://doi.org/10.1002/jaa2.70000</a></li> <li>Delmond, A. R., & McCluskey, J. J. (2025). Impacts of regional designations on prices. Journal of Wine Economics. https://doi.org/10.1017/jwe.2025.10079</li> <li>Drugova, T., & Curtis, K. (2024). Do consumers care about organic when consuming specialty bakery products or is it all about indulgence? British Food Journal, 126(10), 3740–3755.</li> <li>Drugova, T., & Curtis, K. (2025). Can biased taste perceptions of organic specialty bakery products be mitigated? Journal of Agriculture and Resource Economics, 50(2), 429–447.</li> <li>Escalante, C. L., Yewande, R., Ghimire, S., & Fonsah, E. G. (2025). Declining net farm income margins under increasingly more expensive H-2A labor. Agricultural & Applied Economics Association (AAEA) CHOICES. <a href="https://www.choicesmagazine.org/choices-magazine/submitted-articles/profit-margin-squeeze-when-h-2a-labor-becomes-more-expensive">https://www.choicesmagazine.org/choices-magazine/submitted-articles/profit-margin-squeeze-when-h-2a-labor-becomes-more-expensive</a> DOI: 10.22004/ag.econ.369394</li> <li>Fasakin, I. J., & Fonsah, E. G. (2025). Assessing the profitability and technical efficiency of rice farmers in Ebonyi State, Nigeria. Journal of Agribusiness. (Accepted & pending)</li> <li>Fasakin, I. J., Fonsah, E. G., Bart, A., Burtle, G. J., Ajani, E. K., & Omitoyin, B. O. (2025). Financial and economic analysis of integrated rice-fish farming system in Kebbi State, Nigeria. (Submitted)</li> <li>Fonsah, E. G. (2025). African agriculture: The demand for African ag-food commodity and product. (Accepted & pending)</li> <li>Fonsah, E. G. (2025). English-Lekongho dictionary: Language and cultural preservation and challenges. (Accepted & pending)</li> <li>Gallardo, R. K., Ma, X., Galinato, S. P., & Northfield, T. (2025). Unlocking consumer preferences: Does climate change influence choices for integrated pest management practices? Journal of the Agricultural and Applied Economics Association, 1–24. <a href="https://doi.org/10.1002/jaa2.70030">https://doi.org/10.1002/jaa2.70030</a></li> <li>Gaikwad, N., Shankar, K., Dubey, A., Love, A., & Bergland, O. (2025). Comparing building thermal dynamics models and estimation methods for grid-edge applications. 2025 IEEE Power & Energy Society General Meeting (PESGM). https://doi.org/10.1109/PESGM52009.2025.11225513</li> <li>Gill, M., & Thilmany, D. (2025). Exploring the relationship between growth in online shopping and multichannel food consumers. Applied Economic Perspectives and Policy, 47, 1252–1275. <a href="https://doi.org/10.1002/aepp.13531">https://doi.org/10.1002/aepp.13531</a></li> <li>Govindasamy, R., Ceylan, R. F., & Özkan, B. (2025). Global tomato production: Price sensitivity and policy impact in Mexico, Türkiye, and the United States. Horticulturae, 11(1), 84. <a href="https://doi.org/10.3390/horticulturae11010084">https://doi.org/10.3390/horticulturae11010084</a></li> <li>Huang, K. M., Etienne, X., & Sant’Anna, A. C. (2025). How do Preference and Perception of Risks Affect Willingness-to-Pay for Food Safety? Journal of Agricultural and Applied Economics, 57(3), 514-543. <a href="https://doi.org/10.1017/aae.2025.14">https://doi.org/10.1017/aae.2025.14</a></li> <li>Huang, K. M., Maples, W., & Liu, C. (2025). Production Processes and Sustainability Challenges for US Sweetpotatoes. Choices, 40(4), 1-9. <a href="https://www.choicesmagazine.org/UserFiles/file/cmsarticle_1005.pdf">https://www.choicesmagazine.org/UserFiles/file/cmsarticle_1005.pdf</a></li> <li>Jeon, Y., Khachatryan, H., Wei, X., Kassas, B., House, L., & Nayga, R. M., Jr. (2025). Nudging local: Do information treatments work? Journal of the Agricultural and Applied Economics Association, 4, 333–349. <a href="http://doi.org/10.1002/jaa2.70017">http://doi.org/10.1002/jaa2.70017</a></li> <li>Kalaitzandonakes, M., & Ridley, W. (2025). Food manufacturers’ decision making under varying state regulation. Journal of Food Distribution Research, 56(1), 1–26.</li> <li>Kalaitzandonakes, M., Hutchins, J., & Mashange, G. (2025). Consumer demand for diversity in agriculture. Applied Economic Perspectives and Policy, 1–13.</li> <li>Katare, B., Wang, X., Zhao, S., & Yenerall, J. (2025). Novel approaches to analyze consumer behavior and policies to promote sustainable consumption. Agricultural Economics, 56(3), 512–525.</li> <li>Kelley, K. M., & Govindasamy, R. (2025). Segmenting consumers’ interest in fresh produce delivery: A decision tree approach in the Mid-Atlantic United States. British Food Journal, 127(8), 2886–2910. <a href="https://doi.org/10.1108/BFJ-08-2024-0814">https://doi.org/10.1108/BFJ-08-2024-0814</a></li> <li>Knuth, M., Rihn, A., Torres, A., Behe, B., Boyer, C., & Khachatryan, H. (2024). Social media usage among green industry firms. Journal of Environmental Horticulture, 42(2), 75–84.</li> <li>Knuth, M., Wei, X., Zhang, X., & Khachatryan, H. (2025). Exploring drivers and barriers to Florida homeowners' intentions to adopt Florida friendly landscaping. HortScience, 60(10), 1833–1835. <a href="https://doi.org/10.21273/HORTSCI18802-25">https://doi.org/10.21273/HORTSCI18802-25</a></li> <li>Li, Y., Huang, K. M., Guan, Z., & Etienne, X. (2025). From Surplus to Deficit: Decoding the Fundamental Shift in US Agricultural Trade. Applied Economic Perspectives and Policy, 47(5), 1774-1790. <a href="https://doi.org/10.1002/aepp.70023">https://doi.org/10.1002/aepp.70023</a></li> <li>Li, Y., Huang, K. M., Guan, Z., Bui, H., & Desaeger, J. (2025). Can Soil-Friendly Nematicides Replace Soil Fumigation Cost-Effectively? Evidence from Florida Tomato Production. HortScience, 60(12), 2202-2208. <a href="https://doi.org/10.21273/HORTSCI18856-25">https://doi.org/10.21273/HORTSCI18856-25</a></li> <li>Love, E., Jablonski, B. B. R., Bellows, L., & Thilmany, D. (2025). A baseline assessment of school food spending and local procurement: Exploring the case of Colorado’s Farm to School State Incentive and other public policies. Agricultural and Resource Economics Review, 54(1), 109–137. <a href="https://doi.org/10.1017/age.2025.11">https://doi.org/10.1017/age.2025.11</a></li> <li>Magnier, A., Chen, L., Kassas, B., & Morgan, K. L. (2025, January 30). Beyond borders: An empirical analysis of the “Fresh From Florida” state marketing program. Journal of Agricultural and Applied Economics, 1–22. <a href="https://doi.org/10.1017/aae.2024.39" data-start="795" data-end="830">https://doi.org/10.1017/aae.2024.39</a></li> <li>McCluskey, J. J., Gallardo, R. K., & Ma, X. (2025). Is ignorance bliss? Milk from gene-edited cows and animal welfare considerations. Agricultural and Resource Economics Review, 1–32. <a href="https://doi.org/10.1017/age.2025.14">https://doi.org/10.1017/age.2025.14</a></li> <li>Morgan, K. L. (2025). Skill economies address the supply chain squeeze. Choices, 40(1). <a href="https://www.choicesmagazine.org/choices-magazine/theme-articles/mechanization-theme/theme-overview-why-is-mechanization-in-specialty-crops-so-hard" data-start="165" data-end="311">https://www.choicesmagazine.org/choices-magazine/theme-articles/mechanization-theme/theme-overview-why-is-mechanization-in-specialty-crops-so-hard</a></li> <li data-start="315" data-end="574">Navelski, J., Badruddoza, S., & McCluskey, J. J. (in press). The expert effect on network formation: An application to genome editing opinions on Twitter. Applied Network Science.</li> <li>Odongo, K., Mittelhammer, R. C., McCluskey, J. J., & Astill, G. (2025). Heterogeneous effects of COVID-19 on fruit and vegetable markets. Journal of Agricultural and Resource Economics.</li> <li>Okhunjanov, B. B., McCluskey, J. J., & Mittelhammer, R. C. (2025). Underpricing and perceived scarcity. Journal of Economic Behavior and Organization. <a href="https://doi.org/10.1016/j.jebo.2024.106873">https://doi.org/10.1016/j.jebo.2024.106873</a></li> <li>Park, Y., Yun, S., Huang, K. M., & Phipps, B. (2025). A Rainbow on the Farm: Specialty Crops for a Healthier Agroecosystem. Choices, 40(4), 1-10. <a href="https://www.choicesmagazine.org/UserFiles/file/cmsarticle_1001.pdf">https://www.choicesmagazine.org/UserFiles/file/cmsarticle_1001.pdf</a></li> <li>Rihn, A., Barton, S., Torres, A., & Behe, B. K. (2024). Into the wild–US consumer preferences for residential landscape wildlife. Journal of Environmental Horticulture, 42(4), 201–209.</li> <li>Rihn, A., Torres, A. P., Barton, S., & Behe, B. K. (2025). Regional differences in US consumer preferences for native woody shrubs with varying aesthetic characteristics.</li> <li>Rihn, A. L., Barton, S. S., Torres, A., & Behe, B. K. (2024). Perceptions and socioeconomic status influence purchases of native plants. HortTechnology, 34(2), 153–160.</li> <li>Rihn, A. L., Torres, A., Behe, B. K., & Barton, S. (2024). Unwrapping the native plant black box: Consumer perceptions and segments for target marketing strategies. HortTechnology, 34(3), 361–371.</li> <li>Rihn, A. L., Walters, K., Bumgarner, N., & Bajgain, P. (2025). Consumers’ risk perceptions of production practices to enhance the nutrient content of microgreens. Journal of Agriculture and Food Research, 19, <a href="https://doi.org/10.1016/j.jafr.2024.101542">https://doi.org/10.1016/j.jafr.2024.101542</a></li> <li data-start="576" data-end="832">Thornsbury, S., & Morgan, K. L. (2025). Theme overview: Why is mechanization in specialty crops so hard? Choices, 40(1). <a href="https://www.choicesmagazine.org/choices-magazine/theme-articles/mechanization-theme/skill-economies-address-the-supply-chain-squeeze" data-start="440" data-end="572">https://www.choicesmagazine.org/choices-magazine/theme-articles/mechanization-theme/skill-economies-address-the-supply-chain-squeeze</a></li> <li data-start="576" data-end="832">Torres, A. P., Rihn, A. L., Barton, S. S., & Behe, B. K. (2024). Perceptions and socioeconomic status influence purchases of native plants. HortTechnology, 34(2), 153–160.</li> <li>Turner, Z., Velandia, M., Rudolph, R., Wszelaki, A. L., & Schexnayder, S. (2025). Grower preferences for high tunnel information sources: Evidence from a Kentucky high tunnel vegetable grower survey. Advancements in Agricultural Development, 6(3), 1–13.</li> <li>Ulloa, M. C., Marques, J. M. R., Velasco, J. E., Philocles, S., & Torres, A. P. (2024). Characterizing the US market for salad mixes through the lens of environmental preferences. HortScience, 59(4), 533–541.</li> <li>Velasco, J. E., Marques, J. M. R., Torres, A. P., Marshall, M. I., & Deering, A. J. (2024). Safe, sustainable, and nutritious food labels: A market segmentation of fresh vegetable consumers. Food Control, 165,</li> <li>Velandia, M., Trejo-Pech, C., Butler, D. M., Chen, L., Wszelaki, A. L., DeLong, K. L., Schexnayder, S. M., & Shanto, H. H. (2025). Tennessee fruit and vegetable farmers' willingness to adopt alley cropping systems. HortTechnology, 35(2), 166–176.</li> <li>Velandia, M., Rudolph, R. E., Wszelaki, A. L., Turner, Z. A., & Schexnayder, S. M. (2025). Soilborne disease, plant-parasitic nematode, arthropod pest, and weed challenges faced by Kentucky high tunnel vegetable growers and strategies used to overcome them. HortTechnology, 35(2), 177–185.</li> <li>Vougioukas, S., Karkee, M., Devadoss, S., Gallardo, R. K., & Charlton, D. (2025). Mechanization efforts in fruit harvesting. CHOICES Magazine. <a href="https://www.choicesmagazine.org/choices-magazine/theme-articles/emerging-technologies-theme/mechanization-efforts-in-fruit-harvesting">https://www.choicesmagazine.org/choices-magazine/theme-articles/emerging-technologies-theme/mechanization-efforts-in-fruit-harvesting</a></li> <li>Varziri, A., Woods, T., Rossi, J., & Zhao, S. (2025). Local food system vitality in the Southern U.S.: A resident perspective. Journal of Agriculture, Food Systems, and Community Development. Accepted for publication.</li> <li>Rossi, J., Pierce, T., Zhao, S., & Woods, T. (2025). Understanding consumer values of participants in a cost-offset community supported agriculture (CSA) program. Journal of Agriculture, Food Systems, and Community Development, 14(3), 393–413. <a href="https://doi.org/10.5304/jafscd.2025.143.033">https://doi.org/10.5304/jafscd.2025.143.033</a></li> <li>H. B., Torres, A. P., Marques, J. M. R., & Langenhoven, P. (2025). Personal values, motivations and food safety concerns for melon consumers in Indiana US farmers markets. British Food Journal.</li> <li>Yeh, D. A. & Huang, K. M. (2025). Theme Overview: Sustainable Specialty Crop Production. Choices, 40(4), 1-3. <a href="https://www.choicesmagazine.org/UserFiles/file/cmsarticle_1000.pdf">https://www.choicesmagazine.org/UserFiles/file/cmsarticle_1000.pdf</a></li> </ol>   Extension/Outreach Publications <ol> <li>Astill, G., Yeh, D. A., Clements, D., Wall, G., Thornsbury, S., Newbold, E., Minor, T., Callahan, C., & Bihn, E. A. (2025). Motivations and barriers to implementing produce food safety practices. Journal of Food Protection, 88, <a href="https://doi.org/10.1016/j.jfp.2025.100562" data-start="311" data-end="352">https://doi.org/10.1016/j.jfp.2025.100562</a></li> <li>Bingham, A., Curtis, K., & Langford, M. (2025). Utah farmers market consumer preferences for local cut flowers. USU Extension Fact Sheet, Applied Economics/2025-03pr.</li> <li>Curtis, K., & Langford, M. (2025). Utah strawberries: Consumer preferences for specialty labels. USU Extension Fact Sheet, Applied Economics/2025-02pr.</li> <li>Curtis, K., Langford, M., & King, T. (2024). Target consumers for locally grown fruit in Utah. USU Extension Fact Sheet, Applied Economics/2024-09pr.</li> <li>Curtis, K., Langford, M., & King, T. (2024). Target consumers for organically grown fruit in Utah. USU Extension Fact Sheet, Applied Economics/2024-10pr.</li> <li>Curtis, K., Langford, M., & Stock, M., Wagner, K., Reid, C., Xiong, V., & Zesiger, C. (2024). Intermountain West florist local cut flower sourcing preferences. USU Extension Fact Sheet, Applied Economics/2024-07pr.</li> <li>Curtis, K., Langford, M., & Stock, M., Wagner, K., Reid, C., Xiong, V., & Zesiger, C. (2024). Intermountain West florist market overview and outlook. USU Extension Fact Sheet, Applied Economics/2024-08pr.</li> <li>Curtis, K., Langford, M., & Stock, M., Wagner, K., Reid, C., Xiong, V., & Zesiger, C. (2024). Intermountain West wholesale cut flower buyer market analysis. USU Extension Fact Sheet, Applied Economics/2024-06pr.</li> <li>Curtis, K., Langford, M., Allen, K., & Ward, R. (2025). Target consumers for bottled tart cherry juice. USU Extension Fact Sheet, Applied Economics/2025-06pr.</li> <li>Curtis, K., Langford, M., Allen, K., & Ward, R. (2025). U.S. West consumer preferences for specialty labeled processed foods. USU Extension Fact Sheet, Applied Economics/2025-05pr.</li> <li>Curtis, K., Langford, M., Allen, K., & Ward, R. (2025). U.S. West consumer processed food preferences and consumption habits. USU Extension Fact Sheet, Applied Economics/2025-04pr.</li> <li>Ellison, B., Coppess, J., & Kalaitzandonakes, M. (2025). Do changes in food and agriculture policy align with changes in public priorities? farmdoc daily, 15(175).</li> <li>Fonsah, E. G. (2025). Fruits and tree nuts outlook. 2025 Georgia Ag Forecast Series, AP 130-3-10. <a href="https://extension.uga.edu/publications/detail.html?number=AP130-3-10">https://extension.uga.edu/publications/detail.html?number=AP130-3-10</a></li> <li>Fonsah, E. G. (2025). Vegetables and pulses outlook. 2025 Georgia Ag Forecast Series, AP 130-3-11. <a href="https://extension.uga.edu/publications/detail.html?number=AP130-3-11">https://extension.uga.edu/publications/detail.html?number=AP130-3-11</a></li> <li>Fonsah, E. G., & Hancock, G. (2025). Bell pepper enterprise budget. Department of Ag & Applied Economics, University of Georgia. <a href="https://agecon.uga.edu/extension/budgets.html">https://agecon.uga.edu/extension/budgets.html</a></li> <li>Fonsah, E. G., & Hancock, G. (2025). Cabbage enterprise budget. Department of Ag & Applied Economics, University of Georgia. <a href="https://agecon.uga.edu/extension/budgets.html">https://agecon.uga.edu/extension/budgets.html</a></li> <li>Fonsah, E. G., Hancock, G., & Carlson, S. (2025). Cantaloupe enterprise budget. Department of Ag & Applied Economics, University of Georgia. <a href="https://agecon.uga.edu/extension/budgets.html">https://agecon.uga.edu/extension/budgets.html</a></li> <li>Fonsah, E. G., & Hancock, G. (2025). Onion enterprise budget. Department of Ag & Applied Economics, University of Georgia. <a href="https://agecon.uga.edu/extension/budgets.html">https://agecon.uga.edu/extension/budgets.html</a></li> <li>Fonsah, E. G., Hancock, G., Kichler, J., & Shealey, J. (2025). Cucumbers on plastic enterprise budget. Department of Ag & Applied Economics, University of Georgia. <a href="https://agecon.uga.edu/extension/budgets.html">https://agecon.uga.edu/extension/budgets.html</a></li> <li>Fonsah, E. G., Hancock, G., Kichler, J., & Shealey, J. (2025). Jalapeno pepper enterprise budget. Department of Ag & Applied Economics, University of Georgia. <a href="https://agecon.uga.edu/extension/budgets.html">https://agecon.uga.edu/extension/budgets.html</a></li> <li>Fonsah, E. G., & Hancock, G. (2025). Pecan enterprise budget. Department of Ag & Applied Economics, University of Georgia. <a href="https://agecon.uga.edu/extension/budgets.html">https://agecon.uga.edu/extension/budgets.html</a></li> <li>Fonsah, E. G., & Hancock, G. (2025). Satsuma citrus enterprise budget. Department of Ag & Applied Economics, University of Georgia. <a href="https://agecon.uga.edu/extension/budgets.html">https://agecon.uga.edu/extension/budgets.html</a></li> <li>Fonsah, E. G., & Hancock, G. (2025). Squash – Bare ground enterprise budget. Department of Ag & Applied Economics, University of Georgia. <a href="https://agecon.uga.edu/extension/budgets.html">https://agecon.uga.edu/extension/budgets.html</a></li> <li>Fonsah, E. G., & Hancock, G. (2025). Strawberry enterprise budget. Department of Ag & Applied Economics, University of Georgia. <a href="https://agecon.uga.edu/extension/budgets.html">https://agecon.uga.edu/extension/budgets.html</a></li> <li>Fonsah, E. G., & Hancock, G. (2025). Sweet corn enterprise budget. Department of Ag & Applied Economics, University of Georgia. <a href="https://agecon.uga.edu/extension/budgets.html">https://agecon.uga.edu/extension/budgets.html</a></li> <li>Fonsah, E. G., & Hancock, G. (2025). Watermelon enterprise budget. Department of Ag & Applied Economics, University of Georgia. <a href="https://agecon.uga.edu/extension/budgets.html">https://agecon.uga.edu/extension/budgets.html</a></li> <li>Gallardo, R. K., Galinato, S., & Sallato-Carmona, B. (2025). 2024 cost and return estimates of establishing, producing, and packing Cosmic Crisp® apples in Washington. Washington State University Extension Bulletin TB104E.</li> <li>Gallardo, R. K., Galinato, S., & Sallato-Carmona, B. (2025). 2024 cost and return estimates of establishing, producing, and packing ‘Gala’ apples in Washington. Washington State University Extension Bulletin TB107E.</li> <li>Gallardo, R. K., Galinato, S., & Sallato-Carmona, B. (2025). 2024 cost and return estimates of establishing, producing, and packing ‘Granny Smith’ apples in Washington. Washington State University Extension Bulletin TB105E.</li> <li>Gallardo, R. K., Galinato, S., & Sallato-Carmona, B. (2025). 2024 cost and return estimates of establishing, producing, and packing ‘Honeycrisp’ apples in Washington. Washington State University Extension Bulletin TB106E.</li> <li>Hughes, D., Rihn, A., & DeLong, K. (2025). The economic and community impacts of the Tennessee wine industry. Tennessee Wine and Grape Board, Tennessee Department of Agriculture.</li> <li>Jeon, Y., Khachatryan, H., Wei, X., & Phillips, D. (2025). Consumer preferences for Florida-grown blueberries Part 1: Florida fresh blueberry consumer behavior—Insights on shopping locations, frequency, and spending. UF Electronic Data Information Source Publication #FE1169. <a href="https://doi.org/10.32473/EDIS-FE1169-2025">https://doi.org/10.32473/EDIS-FE1169-2025</a></li> <li>Kelley, K. (2025). Marketing microgreens. Penn State Extension. <a href="https://extension.psu.edu/marketing-microgreens">https://extension.psu.edu/marketing-microgreens</a></li> <li>Kelley, K. M., & Schmidt, C. (2025). Food trends 2025. Penn State Extension. <a href="https://extension.psu.edu/food-trends-2025">https://extension.psu.edu/food-trends-2025</a></li> <li>Langford, M., & Curtis, K. (2024). Fruit consumption indicators: Who consumes more fruit in Utah? USU Extension Fact Sheet, Applied Economics/2024-01pr.</li> <li>Langford, M., & Curtis, K. (2024). Fruit production and opportunities for growers in Utah. USU Extension Fact Sheet, Applied Economics/2024-02pr.</li> <li>Langford, M., & Curtis, K. (2024). Utah fruit grower assessment results. USU Extension Fact Sheet, Applied Economics/2024-03pr.</li> <li>Langford, M., & Curtis, K. (2025). Utah strawberries: Consumer consumption and purchasing preferences. USU Extension Fact Sheet, Applied Economics/2025-01pr.</li> <li>Langford, M., Curtis, K., & Pignatari, M. (2024). Consumer perceptions and preferences for Utah fresh and packaged fruit. USU Extension Fact Sheet, Applied Economics/2024-04pr.</li> <li>Langford, M., Curtis, K., & Pignatari, M. (2024). Utah consumer preferences and willingness to pay for specialty labeled fruit products. USU Extension Fact Sheet, Applied Economics/2024-05pr.</li> <li>Langford, M., Curtis, K., Allen, K., & Ward, R. (2025). Target consumers for bottled mild salsa. USU Extension Fact Sheet, Applied Economics/2025-07pr.</li> <li>Mashange, G., & Kalaitzandonakes, M. (2025). Inflation and food price update: May 2025. farmdoc daily, 15(92).</li> <li>Morgan, K. L., & Thornsbury, S. (2025, May 30). High-tech tools, real-world problems: Farmers’ views on mechanization challenges. Southern Ag Today, 5(22.5). <a href="https://southernagtoday.org/2025/05/30/high-tech-tools-real-world-problems-farmers-views-on-mechanization-challenges/" data-start="516" data-end="633">https://southernagtoday.org/2025/05/30/high-tech-tools-real-world-problems-farmers-views-on-mechanization-challenges/</a></li> <li data-start="637" data-end="872">Serviss, M. T., & Thornsbury, S. (2025). Balancing the scales: Finding relative advantage incentives for mechanization of specialty crops. <a href="https://www.choicesmagazine.org/choices-magazine/theme-articles/mechanization-theme" data-start="787" data-end="870">https://www.choicesmagazine.org/choices-magazine/theme-articles/mechanization-theme</a></li> <li data-start="874" data-end="1096">Thornsbury, S., & Morgan, K. L. (2025, October 17). Moving the competitiveness needle. Southern Ag Today. <a href="https://southernagtoday.org/2025/10/17/southeastern-u-s-specialty-crop-sector-competitiveness-moving-the-needle/" data-start="982" data-end="1094">https://southernagtoday.org/2025/10/17/southeastern-u-s-specialty-crop-sector-competitiveness-moving-the-needle/</a></li> <li data-start="1098" data-end="1334">Rihn, A. L. (2025). Human-related branding to sell local produce. e-GRO Blog. <a href="https://www.egroblog.com/showblog.php?ID=251">https://www.egroblog.com/showblog.php?ID=251</a></li> <li>Rihn, A. L. (2025). Rooted in success: How branding elevates plant value. e-GRO Alert, 14(11). <a href="https://e-gro.org/pdf/2025-14-11.pdf">https://e-gro.org/pdf/2025-14-11.pdf</a></li> <li>Rihn, A. L., & Behe, B. (2025). Adding value to domestically grown culinary herbs. Produce Grower, October 2025.</li> <li>Velandia, M., Fulcher, A., & Rihn, A. L. (2025). Tennessee nursery industry use of the H-2A visa program. UT Extension Publication, W1331.</li> <li>Villacis, A., Ñaupari, P., & Dimas, L. (2025). Structural trends in the U.S. coffee market. <a href="https://aede.osu.edu/sites/aede/files/AEDE%20Bulletin_Coffee2025_Q42025.pdf">https://aede.osu.edu/sites/aede/files/AEDE%20Bulletin_Coffee2025_Q42025.pdf</a></li> <li>Villacis, A., Ñaupari, P., & Dimas, L. (2025). Trick-or-treat trends: U.S. chocolate market panorama for Halloween 2025. <a href="https://aede.osu.edu/sites/aede/files/publication_files/AgCommodityMarket2023.pdf">https://aede.osu.edu/sites/aede/files/publication_files/AgCommodityMarket2023.pdf</a></li> <li>Woods, T. (2024). Cooperative grocers positioning strategically to deliver community value. Southern Ag Today, 4(51.5).</li> <li>Woods, T., & Collart, A. J. (2025). Where does my food come from? What Google searchers want to know. Southern Ag Today, 5(4.5).</li> <li>Schmidt, C. (2025). Business planning for your microgreens operation. Penn State Extension. <a href="https://extension.psu.edu/business-planning-for-your-microgreens-operation">https://extension.psu.edu/business-planning-for-your-microgreens-operation</a></li> <li>Schmidt, C. (2025). Squash production in the United States. Penn State Extension. <a href="https://extension.psu.edu/squash-production-in-the-united-states">https://extension.psu.edu/squash-production-in-the-united-states</a></li> <li>Schmidt, C., & Cornelisse, S. (2025). Cucumber production in the United States. Penn State Extension. <a href="https://extension.psu.edu/cucumber-production">https://extension.psu.edu/cucumber-production</a></li> <li>Schmidt, C., & Cornelisse, S. (2025). Pumpkin production in the United States. Penn State Extension. <a href="https://extension.psu.edu/pumpkin-production-in-the-united-states">https://extension.psu.edu/pumpkin-production-in-the-united-states</a></li> <li>Schmidt, C., & Cornelisse, S. (2025). Table beet production in the United States. Penn State Extension. <a href="https://extension.psu.edu/table-beet-production-in-the-united-states">https://extension.psu.edu/table-beet-production-in-the-united-states</a></li> <li>Schmidt, C., & Cornelisse, S. (2025). Watermelon production in the United States. Penn State Extension. <a href="https://extension.psu.edu/watermelon-production-in-the-united-states">https://extension.psu.edu/watermelon-production-in-the-united-states</a></li> <li>Wolcott, E., & Thornsbury, S. (2025). Adopting farm-level sustainability assessment: Challenges for Florida strawberry agriculture. Environmental and Sustainability Indicators, 26, <a href="https://doi.org/10.1016/j.indic.2025.100653" data-start="1289" data-end="1332">https://doi.org/10.1016/j.indic.2025.100653</a></li> <li>Atta, A., Morgan, K. T., Ritenour, M. A., Shahid, M. A., Wright, A., Rossi, L., Morgan, K. L., & Kadyampakeni, D. M. (in press). Site-specific nitrogen and phosphorus BMPs of HLB-affected sweet orange. Florida State Horticultural Society Proceedings, 137.</li> <li data-start="453" data-end="648">Contreras, V., Morgan, K. L., & Weng, W. (in press). Data-driven simulation to forecast economic outcomes and guide fertilizer decisions. Florida State Horticultural Society Proceedings, 138.</li> <li data-start="650" data-end="812">Morgan, K. L. (in press). The economics of markets and marketing risk for Florida fresh produce growers. Florida State Horticultural Society Proceedings, 138.</li> <li data-start="814" data-end="984">Price, E. F., & Morgan, K. L. (in press). Values based marketing and supply chains for Florida produce industry. Florida State Horticultural Society Proceedings, 138.</li> </ol> Presentations <ol> <li>Abegbuyiro, O., DeLong, K. L., Rihn, A., Chen, R., & Hughes, D. (2025). Factors influencing the Tennessee wine industry’s marketing efforts. Paper presented at the Agricultural & Applied Economics Association (AAEA) Annual Meeting, Denver, CO, July 27–29.</li> <li>Curtis, K. (2024). Intermountain florist preferences and needs for local cut flowers. Presented at Utah Small and Urban Farms Conference, Online, February 2024, 69 attendees.</li> <li>Curtis, K. (2024). Intermountain florist & wholesale buyer preferences for local cut flowers. Western Agriculture Risk Management Outlook Webinar, October 2024, 75 attendees.</li> <li>Curtis, K. (2025). Intermountain consumer preferences for specialty cut flowers. Utah Small and Urban Farms Conference, Online, February 2025, 90 attendees.</li> <li>Curtis, K., Drugova, T., & Allen, K. (2025). Consumer preferences and willingness to pay for specialty processed foods – Do multiple labels make a difference? Selected paper presented at the Food Distribution Research Society Annual Meeting, San Diego, CA, October 2025.</li> <li>Curtis, K., M. Pignatari, & M. Langford. (2024). Consumer preferences for Utah fruit products. Presented at the Utah Fruit Growers Association Annual Meeting, Spanish Fork, UT, January 26, 2024, 75 attendees.</li> <li>Curtis, K., M. Pignatari, & M. Langford. (2024). Utah consumer preferences for local and organic fruit. Presented at the Utah Urban and Small Farms Conference, Online, February 21, 2024, 82 attendees.</li> <li>Curtis, K., M. Stock, & M. Langford. (2024). Intermountain West florist preferences for local cut flowers. Selected paper presented at the Western Agricultural Economics Association Annual Meeting, San Francisco, CA, June 2024.</li> <li>Curtis, K., M. Stock, & M. Langford. (2025). Are sustainability certifications important to US fresh cut flower buyers? Selected paper presented at the Australian Agricultural and Resource Economics Society Annual Meeting, Brisbane, Australia, February 2025.</li> <li>Fonsah, E. G. (2025). Fruit and tree nuts. In 2025 Georgia Ag-Forecast: Strategic insights for Georgia’s No. 1 industry (pp. 10–11). College of Agriculture and Environmental Sciences, University of Georgia. <a href="https://secure.caes.uga.edu/extension/publications/files/pdf/AP%20130-1_1.PDF">https://secure.caes.uga.edu/extension/publications/files/pdf/AP%20130-1_1.PDF</a></li> <li>Fonsah, E. G. (2025). Vegetable and pulses. In 2025 Georgia Ag-Forecast: Strategic insights for Georgia’s No. 1 industry (pp. 12–13). College of Agriculture and Environmental Sciences, University of Georgia. <a href="https://secure.caes.uga.edu/extension/publications/files/pdf/AP%20130-1_1.PDF">https://secure.caes.uga.edu/extension/publications/files/pdf/AP%20130-1_1.PDF</a></li> <li>Fonsah, E. G., & Hancock, G. A. (2025). Economic analysis of onion production in the Southeast, USA. Presented at the Southern Extension Economics Committee Meeting, Pensacola, FL, June 2–3.</li> <li>Fonsah, E. G. (2025). Panelist. 2025 African Across Campus Interdisciplinary Forum, Larry Walker Room, 4th Floor, Dean Rusk Hall, University of Georgia School of Law, Athens, GA, April 28.</li> <li>Friedrich, J., Armstrong, S., Bumgarner, N., Givens, S., Pope, J., Rihn, A., & Walters, K. (2025). Light intensity during radish and kale microgreen production influences nutritional quality and consumer perception. ASHS Conference, New Orleans, LA, July 28–31.</li> <li>Ghorbani, K., Atallah, S., & Gallardo, R. K. (2025). Willingness to adopt integrated disease management strategies to cope with antibiotic resistance. Presented at the AAEA Annual Meeting, Denver, CO, July 28.</li> <li>Kyei-Boadu, N. B., Gallardo, R. K., Charlton, D., & Rojas-Valdes, I. (2025). Exploring pecuniary and non-pecuniary factors affecting Mexican citizens’ participation in the H-2A program. Presented at the AAEA Annual Meeting, Denver, CO, July 28.</li> <li>Pignatari, M., Curtis, K., & Langford, M. (2024). Consumer preferences for fresh and processed fruit products: An economic experiment. Selected paper presented at the Western Agricultural Economics Association Annual Meeting, San Francisco, CA, June 2024.</li> <li>Rihn, A. L. (2025). Marketing CEA herbs. Indoor Ag Science Café webinar series, April 29, 2025. <a href="https://scri-optimia.org/showcafe.php?ID=111215">https://scri-optimia.org/showcafe.php?ID=111215</a></li> <li>Rihn, A. L. (2025). Marketing hydroponic herbs: Meeting consumer demand and maximizing value. AmericanHort’s Cultivate, Columbus, OH, July 12, 2025.</li> <li>Rihn, A. L. (2025). Marketing to millennials. U.S. Lavender Growers Association Front Porch series, May 8, 2025.</li> <li>Rihn, A. L. (2025). Selling local – Consumer perceptions of local products and how to increase sales. Ontario Fruit and Vegetable Convention, Ontario, CAN, February 19, 2025.</li> <li>Rihn, A. L. (2025). Using branding and marketing communications to generate value. Ontario Fruit and Vegetable Convention, Ontario, CAN, February 20, 2025.</li> <li>Rihn, A. L. (2025). Using branding and marketing communications to generate value. Ontario Federation of Agriculture – Cultivating Local Workshop Feb 27: Beyond Food, Ontario, CAN, February 27, 2025. <a href="https://ofa.on.ca/cultivating-local/">https://ofa.on.ca/cultivating-local/</a></li> <li>Rihn, A. L. (2025). Using visuals to attract customer groups. U.S. Lavender Growers Association Conference, St. Charles, MO, January 24, 2025.</li> <li>Rosales, C., Rihn, A., Staples, A., Behe, B., Walters, K., & Lopez, R. (2025). Understanding factors that influence US consumer spending on fresh culinary herbs. Presented at the Southern Agriculture Extension Association (SAEA) Conference, Erving, TX, Feb. 2–4, 2025. 3-Minute Thesis Competition.</li> <li>Rosales, C., Rihn, A., Staples, A., Behe, B., Walters, K., & Lopez, R. (2025). US consumer preferences for fresh culinary herbs: A discrete choice experiment across social contexts. Presented at the Southern Agriculture Extension Association (SAEA) Conference, Erving, TX, Feb. 2–4, 2025.</li> <li>Shubhangi, T., Gallardo, R. K., & Singerman, A. (2025). Examining the incentives for Washington cherry growers to coordinate on pest and disease control efforts. Presented at the AAEA Annual Meeting, Denver, CO, July 29.</li> <li>Velandia, M. (2025). The role of the H-2A and TN USMCA visa programs in addressing the vegetable industry labor needs: Challenges and opportunities. The 2025 New Mexico Chile Conference, Las Cruces, NM, February 4, 2025.</li> <li>Velandia, M., & Turner, Z. (2025). The role of U.S. temporary foreign worker visa program in addressing the green industry labor needs: Challenges and opportunities. Cultivate 2025, Columbus, OH, July 14, 2025.</li> <li>Velandia, M., Trejo-Pech, C., Butler, D., DeLong, K., Chen, L., Wszelaki, A., Shanto, H. H., & Schexnayder, S. (2025). Factors correlated with specialty crop farmers' willingness to adopt alley cropping systems: The case of Tennessee fruit and vegetable farmers. Food Distribution Research Society Conference, San Diego, CA, October 12–15, 2025.</li> </ol>   Resources Obtained and Proposals <ol> <li>Chowdhury, A. I., & Fonsah, E. G. (Co-PI). (2025–2028). USDA: Methyl Bromide Transition Program: From challenges to opportunities: Enhancing vegetable production via integrated weed & nematode management in 3-season plasticulture (Project ID #FP00032463). Funded: $629,710.</li> <li>Internal Funding Collaboration, University of Maryland, Department of Nutrition and Food Science (NFSC). (2025–2027). Exploring the health and environmental benefits of microgreen production and consumption. Funded: $100,000.</li> <li>Butler, D., Wszelaki, A., Velandia, M., Chen, L., Shekoofa, A., & Trejo-Pech, C. (2023–2026). Alley cropping agroforestry as a climate change resiliency strategy for vegetable production in the Southeastern US. Southern Region SARE Program – University of Georgia. Total funding: $367,000.</li> <li>Rudolph, R., Haramoto, E., Gauthier, N., Larson, J., Wszelaki, A., Hansen, Z., & Velandia, M. (2023–2026). Evaluation of soil solarization as a sustainable management method in upper Southeast high tunnels for pests, pathogens, and weeds. Southern Region SARE Program – University of Georgia. Total funding: $367,000. Collaboration with University of Kentucky.</li> <li>Walters, K., Owen, G., Sams, C., Velandia, M., Rihn, A., & Trejo-Pech, C. (2023–2028). Exploring the feasibility of end-of-production regimens to improve leafy green nutritional content, appearance, and post-harvest longevity. USDA – NIFA. Total requested: $749,767. Collaboration with Ohio State University.</li> <li>LeBude, A. V., Fulcher, A., Velandia, M., Chen, L., Rihn, A. L., Warner, L., Bumgarner, N., Marble, C., Addesso, K., Altland, J., Chen, L., Gan, H., Kantor, G., Mahmoud, M. S., Nackley, L., Palma, M., Ribera, L., Ruth, T., Schexnayder, S., & Zhu, H. (2024–2029). Labor, efficiency, automation, and production: LEAP Nursery Crops Toward Sustainability. USDA – NIFA. Total requested: $9,825,677. Collaboration with Texas A&M University.</li> <li>Lopez, R., Whipker, B., Boldt, J., Rihn, A. L., Currey, C. J., Shaw, A. M., Hausbeck, M., Engfehr, C., Runkle, E., Walters, K. J., & Behe, B. K. (2024–2029). Expanding fresh culinary herb production in greenhouses. USDA – NIFA. Total requested: $3,482,252.</li> <li>DeLong, K. L., Hughes, D. W., Rihn, A., & Gill, M. (2024–2028). Developing a successful marketing channel for rural wineries in Tennessee. USDA – FSMIP. Total requested: $425,138.</li> <li>Zhong, Q., Critzer, F., Wszelaki, A., Srawn, L., Wang, L., Murphy, C., Burns, S., Dunn, L., Pires, A., Reyes-Jurado, F., Rideout, S., Rihn, A., & Yu, T. E. (2024–2028). Washable essential oil emulsion coatings to extend the shelf life and enhance the safety of organic fruits and vegetables. USDA – OREI. Total requested: $3,500,000.</li> <li>Yenerall, J., & Chen, X. (2023–2026). Consumer preferences for online grocery shopping attributes, their influence on food choice, and nutrition security implications. USDA – AFRI.</li> <li>Reeve, C., Creech, Curtis, & Larsen. (2023–2026). USDA Transition to Organic Partnership Program (TOPP): Increasing the transition of certified organic acreage in Utah. Total funding: $900,000.</li> <li>Reeve, et al. (2024–2027). NIFA Organic Agriculture Research and Extension Initiative (OREI): Developing resilient organic wheat cropping systems in the face of climate change. Total funding: $2,800,000.</li> <li>Allen, Ward, & Curtis. (2023–2026). USDA Agricultural Marketing Service: Southwest Regional Food Business Center – Utah. Total funding: $4,200,000.</li> <li>Finneseth, C., & Woods, T. (2025–2026). KY Horticulture Council Legacy Grant 2025. Kentucky Ag Development Board subaward with the Kentucky Horticulture Council. Total funding: $1,299,070.</li> <li>Wolff, B., Spencer, E., Dant, C., Columbia, S., & Woods, T. (2024–2027). Marketing for All 3.0: Marketing and Branding Academy. KY Specialty Crop Block Grant, USDA/KY Dept of Agriculture. Total funding: $69,113.</li> <li>Florida Dept of Ag and Consumer Services, HB 5001, Specific Appropriation 1480A for Nutrient Management Research SB 1000 for Nutrient Application Rates. Developing site-specific N and P rates for young and mature sweet oranges, grapefruits and mandarins in Florida. $22,209 (co-PI, Kimberly Morgan). 08/01/25-07/31/26</li> <li>USDA-Southern Risk Management and Education Center, 2024 Competitive Grants Program. UF/IFAS Farm Labor Supervisor Certification Program: Managing Human and Legal Risk in Florida's Agriculture Industry. $74,718. (Kimberly Morgan and French Price). 4/1/24-12/31/25</li> <li>Specialty Crop Block Grant 2024 (co-PI Suzanne Thornsbury) “Addressing Chokepoints Impeding the Development of a Value Chain for Florida Finger Limes” $238,006.</li> </ol> Other <ol> <li>Curtis, K., Drugova, T., & Allen, K. (forthcoming 2026). Consumer preferences and willingness to pay for specialty processed foods – Do multiple labels make a difference? Journal of Food Distribution Research, 56(1).</li> <li>Curtis, K., Columbia, S., Heisdorffer, A., & Imbus, S. (2025, March 13). Farmers markets and community engagement. SERA-47 Tea & Coffee Hour Webinar.</li> <li>Curtis, K., Columbia, S., Heisdorffer, A., & Imbus, S. (2025, February 3–4). Traits and values of farmers market patrons in two selected Kentucky counties. Southern Economics Association Annual Meeting, Irving, TX. Also presented at the Kentucky State Extension Conference, Louisville, KY, March 3–5, 2025.</li> <li>Fonsah, E. G. (2025, March 13). African agriculture: The demand for African ag-food commodity and products in the era of globalization. The Intersection of Traditions, Cultural Diversity, and Development Conference, Buea, Cameroon, Central Africa.</li> <li>Gill, M., & Bonanno, A. (2025, July 27–29). How fears and COVID-19 mitigation policies influenced stockpiling of various food categories. Selected paper for 2025 AAEA & WAEA Joint Annual Meeting, Denver, CO. Collaboration with Colorado State University.</li> <li>Kelley, K. M., Krishna Kumar, S., & Schmidt, C. (2025, November 18). Trends in cider consumption and purchasing across the U.S. and Mid-Atlantic. 2025 PA Cider Symposium, Penn State Extension, Harrisburg, PA, 50 in attendance, Invited.</li> <li>Kelley, K. M., & Schmidt, C. (2025, January 29). Food Trends 2025. Mid-Atlantic Fruit and Vegetable Convention, Hershey, PA, 106 in attendance, Invited, Regional.</li> <li>Kelley, K. M., & Schmidt, C. (2025, April 3). Food Trends 2025. Heartland Regional Food Business Center Food Processing Affinity Group, Iowa State University, 18 in attendance, Invited, Regional.</li> <li>Schmidt, C., Hickey, C., Centinari, M., & Kelley, K. M. (2025, July 15). Grape and wine team at PSU: Programming to address industry opportunities and challenges. PSU Extension Hort Unit Professional Development Meeting, Penn State Extension, State College, PA, 20 in attendance.</li> <li>Thilmany, D. (2025). Young food entrepreneurs are changing the face of rural America. The Conversation. <a href="https://doi.org/10.64628/AAI.dp7qn9whm">https://doi.org/10.64628/AAI.dp7qn9whm</a></li> <li>Agricultural & Applied Economics Association (AAEA) Annual Meeting, 2025, Denver, CO. The specialty crop labor puzzle: Why finding solutions is so hard. Selected symposia co-sponsored by Specialty Crops Economics and Committee on Women in Agricultural Economics sections – session organizer and discussant. With selected partners from the S-1088 regional research committee on Specialty Crops Marketing.</li> </ol>

Impact Statements

Activities: The project’s 2025 activities involved coordinated, systematic efforts by research teams, extension professionals, and industry collaborators to generate new knowledge and develop actionable insights for specialty crop production, marketing, and consumer engagement. In production research, activities included conducting multi-season field trials on vegetable and specialty crops to test integrated pest, weed, and nematode management strategies, evaluating alley cropping systems, and implementing end-of-production regimens to improve post-harvest quality and nutritional content. Controlled-environment and hydroponic experiments were carried out to assess water use, nutrient density, and other parameters critical for sustainable production practices. These experimental activities employed rigorous scientific methods including randomized trial designs, repeated measures, and standard agronomic assessments to generate reliable, reproducible data. Economic and marketing research activities included the collection and analysis of enterprise budgets, production cost estimates, and market data for crops such as apples, strawberries, blueberries, melons, peppers, and herbs. Teams conducted surveys, discrete choice experiments, and willingness-to-pay studies to evaluate consumer preferences for locally grown, organic, and specialty-labeled products. Analytical methods such as econometric modeling and statistical hypothesis testing were applied to identify drivers of consumer behavior and inform pricing, labeling, and marketing decisions. Woods’ research activities additionally involved analyzing Google search data to understand consumer information-seeking behavior and incorporating these insights into grower guidance and educational materials. Outreach and extension activities involved organizing and delivering workshops, webinars, field days, and conference presentations to transfer research findings to growers, industry professionals, and extension agents. Extension bulletins, fact sheets, and online resources were developed and updated systematically to ensure stakeholders had access to evidence-based recommendations for production, marketing, and labor management. Activities also included coordinating with partner institutions for interdisciplinary research, collecting and analyzing field and survey data, preparing reports, and contributing to publications in peer-reviewed journals, trade magazines, and industry newsletters. In addition to research and outreach, project teams engaged in activities to support workforce development and stakeholder capacity-building. These included participation in regional, national, and international conferences, training sessions, and forums, where project members presented findings, exchanged knowledge, and fostered collaborations to address labor challenges, sustainability, and market opportunities. Through these coordinated activities, the project advanced scientific understanding, provided actionable tools and information for producers and consumers, and strengthened the specialty crop and food systems.
Milestones: In 2025, the project established intermediate targets to ensure timely progress toward research outputs, short-term outcomes, and long-term impacts, directly supporting the S-1088 objectives. In alignment with Objective 1, analyzing the development and adoption of novel technologies across the specialty crop supply chain, key milestones included the completion of multi-season field trials evaluating integrated pest, weed, and nematode management strategies in vegetable plasticulture systems. Additional milestones involved assessments of alley cropping systems and end-of-production regimens to improve post-harvest quality and nutrient retention, as well as the implementation and evaluation of microgreen production methods for small-scale growers to enhance production efficiency and market diversification. Aligned with Objective 2, evaluating emerging demand trends and drivers for buyers and consumers, milestones included the development and dissemination of enterprise budgets, production cost analyses, and consumer preference studies for fruits, vegetables, and culinary herbs. These outputs were scheduled to coincide with annual production cycles, ensuring growers could apply findings in real-time decision-making. Surveys, discrete choice experiments, and willingness-to-pay analyses were completed to quantify consumer preferences for local, organic, and specialty-labeled products, providing actionable insights into demand drivers and emerging market trends. In support of Objective 3, informing policy response and analyzing potential impacts of new programs and policies, outreach and stakeholder engagement milestones included the organization and delivery of extension workshops, webinars, conference presentations, and field days, targeting specific numbers of growers, industry professionals, and extension agents. The development and publication of extension bulletins, fact sheets, and online resources were scheduled as milestones to provide evidence-based recommendations to inform policy and program decisions. Workforce and stakeholder development milestones included participation in regional, national, and international conferences, professional development meetings, and interdisciplinary forums, enabling project members to share knowledge, foster collaborations, and address critical labor, sustainability, and market challenges. Collectively, these milestones ensured that the project progressed systematically, delivering timely, actionable outputs while building capacity and enhancing understanding across the specialty crop sector, in alignment with all three S-1088 objectives.
Indicators: The project employed a combination of qualitative and indirect measures to monitor the achievement of its outcomes, particularly in cases where direct measurement of performance was difficult or impractical. Indicators of adoption for improved production practices included observations from extension field days, workshop attendance records, and survey responses from growers reporting implementation of integrated pest, weed, and nematode management strategies, alley cropping systems, and end-of-production regimens. Adoption of microgreen production methods was monitored through participant reports, sales data, and market engagement at local or specialty markets. Economic and market impacts were tracked using indicators such as the number of enterprise budgets downloaded or requested, engagement with extension fact sheets, and participation in consumer preference studies. Workshop and webinar attendance, along with follow-up feedback and adoption surveys, served as surrogate indicators for the practical uptake of marketing, branding, and sales strategies among growers and industry stakeholders. Consumer-focused indicators included the frequency and reach of discrete choice experiments, willingness-to-pay surveys, and observations of purchasing behavior at farmers markets or specialty retail outlets. These provided indirect measures of changes in consumer behavior, preferences, and access to nutritious or specialty foods. Workforce development and knowledge transfer were assessed using indicators such as the number of participants at conferences, regional meetings, and professional development sessions, as well as engagement with online resources, webinars, and extension publications. Participation in interdisciplinary and international forums, collaborations initiated, and subsequent project proposals or research activities also served as indirect measures of the project’s influence on capacity-building and professional skill development. Collectively, these indicators allowed the project team to track progress toward desired outcomes, assess the effectiveness of extension and outreach efforts, and provide evidence of adoption, behavioral change, and knowledge transfer across the specialty crop sector.