Brief Summary of Minutes of Annual Meeting

1. Introductions and State Reports a. Email State reports by November 15th for annual report Look at notes on objectives for state reports Kathy Kelley, PSU, was attending for the first time in a few years. Has collaborated with Ramu quite often, and commonly works in Value Added and social networking. Kynda Curtis, USU, labeling programs, farmers markets and buy local programs is her area of specialization. How people transition from farmers markets to CSAs, including cost-benefit analysis Roger Hinson, LSU, competitiveness with cost of production on produce crops. Preferences for local foods is a new area of focus. Market Maker usage and other internet usage is started as a baseline study. Huang Chung, Georgia, food consumption and consumer demand analysis with a focus now on organics, including milk. Local demand analysis using SE sample for preferences and attitudes. Brad Rickard, Cornell, representing Miguel Gomez and Todd Schmidt as well. Todd works on demand for local vegetables. Brad has a research and extension program looking at policy and marketing programs. Currently looking at SPSS and planting restrictions. Currently doing promotional experimental auctions on a variety of topics: Sensory analysis of wines and apple varieties. Al Wysocki, U. of Florida, is part of a Specialty Crops grant collaborating with UC-Davis. One project is cost-benefit of post-harvest handling. He also works with Small Farms and MarketMaker. Current project with Haiti on entrepreneurial and agribusiness and supply chain innovations. Interim Associate Dean for Teaching this year so has been a little distracted from research. Ramu Govindasamy, Rutgers University, New Jersey. Previous chair of the group. Works on specialty produce, local produce and ethnic consumer demand is primary focus. Specialty crops grant funded with Florida and UMASS, but PSU and Rutgers are focused on marketing and economics side. Doing some innovations with focus groups online, including common visuals for people to look at. Direct marketing and agritourism project funded with FSMIP with Delaware. Cathy Durham, Oregon State University, Ag and Resource Economics and Food Innovation Center. Focused on consumer marketing, but assist with a broad array of issues, including RFID. USDA Conference on technology in food distribution channels. Looks at GAP practices with certification programs and promotion, but this past year they looked more at certification and handling practices, especially Leafy Greens. Market access is a perceived significant barrier in Oregon. Has begun some work on Farm to School and sensory nutrition, both in proposal stages. Dawn Thilmany, Colorado State University, is currently focused on consumer demand of local, organic, carbon footprint and fair trade nationally. Include some consumer psychology elements. Is currently working to develop a more sophisticated tool for training on and evaluating professional sampling Best Practices. Tim Woods, University of Kentucky, also working a lot on direct markets. FMPP project on adoption of EBT adoption and sampling on farm level sales and new consumer segments. Began a winery project that is exploring coordination between vineyards, wineries and other stakeholders in the industry. Looking at developing a Regional reporting system. With support from USDA RD, working with food store coops on procurement practices, with survey and case studies. Working with NCGA on local promotion, where they feel they have a competitive advantage. They have piloted retail ready programs, which is now called "market ready" Extension program to train producers on practices working with chefs, wholesale and markets. Currently evaluating the project to see what outcomes it has led to. Jim Epperson, University of Georgia, is completing case studies on organic farms. Generally not a choice, but feeling compelled to do organic production. Detailed a specific case study that shows at least some evidence of strong market opportunities for business saavy producers with organic market segments. Making as much money off of side activities as from production, netting $100,000 off of 10 acres in an Atlanta area. Almost all Georgia organic farms ARE in that area except for sweet onions. Revising sweet onion supply management issues. Analyzing import demand on Latin wines compared to other recent entrants, Australian and New Zealand wines. 2. Update on S-1050 - Thilmany a. Assessing the Consumer Behavior, Market Coordination and Performance of the Consumer-Oriented Fruit and Vegetable Sector More people to invite: Hayden Stewart, ERS, Patterson and Nganju, ASU, Tronstad with U of A, John Robinson and Marco Polmer, Texas, Ron Rainey Arkansas, UC representatives?? San Luis Obispo, Jennifer James and Eivis Petrela. Dawn will invite those she knows, but would like help in getting the word out to others. b. Beginning October 01, 2010 through September 30, 2015 c. State Agricultural Experiment Stations participating as of mid-Sept: i. DE CO FL LA WA NYC PA GA IL SC NC NJ OR OK d. Objectives and Short Term Work Plans (see attached) 3. Election of new leadership a. Secretary and Chair-elect needed b. Kynda Curtis- is chair elect, with responsibilities starting in 2011. c. Thilmany is on 3rd year-begin to train new chair 4. Plan for Developing new coordinated activities a. Committee's role in national MarketMaker evaluation b. Theme issue for Journal of Agribusiness? CHOICES? c. Work teams on potential grants-breakouts at end of meeting. 5. Plan for joint presentations and publications? a. Program role for 2011 Portland FDRS meetings-Durham. Cathy reported on plans for Portland in 2011. Quality will be the focus of the meetings, and sensory/food safety are likely to be key topics. Nutrition may also enter into the topics. Traceability and technology? Farmer chef activities? She asked about ideas from the group. Dawn mentioned that it may be interesting to compare and contrast local, US commercial and export expectations on traceability and technology's role. Cathy thinks she could bring together Oregon Dept of Ag, trade association and a shipper onto this session. Cathy thinks we can't cover GAP, traceability and technology in one session, so may divide it out. Food safety, shrinkage and distribution issue focus. Brad is willing to work with Cathy on sensory, which serves as an interesting way to focus on Food Innovation Center. b. FAMPS track session at 2011 AAEA meeting-Rickard i. "Analysis of niche market opportunities for specialty crops" FAMPS officers are submitting sessions for next year, 6. Breakout sessions to plan for joint NIFA, OREI or AMS proposal/research Dawn will take lead on the OREI, and initiated group calls in December 2010. There is a plan to submit a proposal including 5-7 state partners in February 2011. FMPP and FSMIP are the specific programs for AMS. Let's look at one for farmers market price reporting, for FMPP, this could focus on reporting in high risk, low income areas. Specialty Crops is another program we could focus on. Session next year on this grant program&possibly by someone who has been on the panel? Tim Woods say Childhood Obesity program is another place to focus our efforts. Kynda Curtis mentioned SARE research grants. 7. Adjourn and Work Team on New Project.

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. Cornell researchers plan to extend their state-based research marketing and policy issues important to producers of horticultural products with the new project. Much of his current research examines how consumers and producers of specialty crops respond to changes in food labeling practices, promotional efforts, agricultural policy reform, and trade liberalization. One specific Cornell project focused on consumers' willingness to pay for product attributes in applesauce using a choice experiment. Here we found that a "local" label is more important to consumers than is an "organic" label or a label that describes nutritional attributes. This type of work is being done by at least 5 different state partners in the project (Washington, Oregon, Kentucky, Colorado, Utah State), so future plans are to go beyond sharing survey instruments and coordinating organized symposia, to proposing joint work in various grant programs. As one example, research will examine the implications of U.S. fruit and vegetable planting restrictions on horticultural markets, evaluate alternative promotion strategies for so-called managed or patented apple varieties, using sensory evaluation. The group hopes to extend this type of work with a broad set of S-1050 members interested in market potential for new (and perhaps patented) horticultural products. The MarketMaker program was purchased and implemented in Louisiana in September 2010, joining over 15 other states who were already in the Network. In 2009, significant numbers of Louisiana's approximately 38,000 farms had vegetable, fruit, nut, citrus or sweet potato enterprises in a combination of intensive and extensive land use. Many of these farmers sell directly to consumers. Others use a combination of direct marketing and sales to shipper/brokers. MarketMaker provides another link within the food chain to enable differentiated products to move through the best channel alternative. Producer registrations have occurred at a moderate but steady pace. A baseline survey to identify marketing practices in general and online marketing activities in particular is planned in Louisiana, but there are a number of other participating states in this project who want to develop coordinated research and evaluation tools for Market Maker (South Carolina, Kentucky, Colorado). Penn State and Rutgers continue to partner with work ethnic consumer attitudes and behaviors towards ethnic greens and herbs. They have successfully competed for NIFA and FSMIP funding to do research and outreach to agricultural enterprises in the Mid-Atlantic region. The newly funded New Jersey Specialty Crop Research Initiative (SCRI) grant primarily focused on marketing issues relating to estimating consumer demand for ethnic greens and herbs, willingness to pay a premium for fresh leafy greens and herbs, document ethnic consumer's preferences for local produce and demographic characteristics. Although this draws from the survey methods of the broader community, there are some unique issues they will address. This ethnic produce consumer study includes consumer's preferences towards greens and herbs usage, locally grown, organic, genetically modified and new ethnic greens and herbs. The aim of this project is to assist small and medium farmers better understand consumer perceptions and the factors that drive the ethnic greens and herbs market. This market intelligence can assist growers in tailoring their products and promotional activities to better meet the needs of the ethnic greens and herbs purchaser. Also, consumers will be able to purchase their familiar home country produce from local farms which will enable them to satisfy their social as well as community needs. Moreover, promotion of locally grown produce reduces the food miles resulting in environmental benefits to the community. The specific ethnic market subjects of study are the Asian and Hispanic segments, chosen for their strong recent growth and continued growth expectations. The top two sub-groups within each of these segments were chosen for the study; Chinese and Asian Indian (Asian sub-groups) and Puerto Rican and Mexican (Hispanic sub-groups). The geographic focus is the East Coast and includes Washington D.C. and sixteen states bordering the East Coast. During the last one year, we completed conducting bulletin board focus group, and prepared consumers survey that will be completed before end of this year. 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. Researchers from Delaware plan to assess the status of the produce industry in Delaware and the Delmarva area, together with his State Extension Marketing Specialist to achieve this first effort with advisement from others on the committee. Oklahoma State plans to cooperate with other states to develop case studies and best practice research focused on how evolving marketing strategies (buy local campaigns, regional food hubs, organics, marketing orders and retail partnerships) impact the competitiveness and performance of fresh produce enterprises. A second New York-based Cornell project, that collaborates with Illinois researchers, examines the implications SPS regulations in fresh fruit markets relative to tariffs, and found that reductions in tariffs would lead to greater global welfare gains in apple markets, but that SPS measures are much more important in fresh citrus markets. Costs of Production for vegetable crops were estimated in Louisiana (in partnership with other SE states), and net returns over a range of yields and prices were calculated for 20 conventionally produced vegetable crops. Alternatives were included for machinery size and market channel combinations, resulting in 37 budgets. Net returns varied based on assumptions about size, channel, managerial input and price. Higher technology and larger equipment resulted in higher total costs, but the higher yields that accompany investment in technology lowered unit costs. The more profitable crops used high technology, and included field tomatoes, strawberries, and bell peppers. In all budgets except broccoli, eggplant and pumpkins, returns were sufficient to cover direct production costs. Most enterprises had returns above direct expenses that ranged between $100.00 and $1000.00 per acre. Colorado is working to translate numbers from other team members' enterprise budgeting efforts to represent prices in their state, with particular interest toward numbers that reflect organic producers and smaller scale, direct marketing producers. Blueberries have increased in popularity in the southeastern U. S. as an easy-to-grow crop with a health-enhancing product. Total US blueberry supply has increased from both domestic and off-season imports from South America, indicating an increasing market opportunity. At a Gulf South Blueberry Growers Association meeting opportunities for greater production efficiency were noted, as low yield growers achieved 2,500 to 3,000 pounds per acre, while high yield growers employed practices that produced 10,000 to 12,000 pounds per acre. Information provided by the project should provide environmental benefits from shorter transportation links for local foods and from decreased applications of pesticides. The Blueberry Community of Practice headquartered at LSU included development of cost of production information. Cost budgets for the first 7 years of an orchard were prepared at Mississippi State University. The budgets were deemed appropriate in terms of production practices and yields across the states plant hardiness zones, based on review by horticulturalists and economists at LSU. These will be posted to the website. A marketing and promotion program will focus on health benefits, and on making the connection between seller and buyer. A number of S 1050 state partners have seen growth in the berry industry of their states and will partner with Lousiana to learn more about the economics of these enterprises. 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). Current Delaware research will use secondary data and field survey to describe the present state of the fruit and vegetable marketing system in Delaware and the Delmarva area. There is a particular interest in the changing cropping patterns and approaches to marketing being used in that state. Rutgers University received a grant on direct marketing and agritourism activities during 2010 to help small and medium size farmers to strengthen their produce sales and enhance their income by conducting agritourism activities. The Direct marketing and Agritourism survey was developed in conjunction with the New Jersey Agriculture Department marketing specialists, farmers market managers and Rutgers marketing specialists. The survey questions include expenditures, perceptions and other socio-demographic characteristics of consumers those participated in direct marketing and Agritourism activities or events. This survey will estimate the demand, market size and its implications towards direct market outlets and agritourism activities in Delaware, New Jersey and Pennsylvania. Penn State and Rutgers have developed a series of publications and workshops focused on how agritourism and direct marketing can be appropriate strategies when targeted at consumers interested in local foods. The New Jersey-Penn State SCRI multi-state applied research project will also assess sustainability of specialty crops and evaluate the sustainability of current practices. The project objectives mainly paved in understanding and application of economic, social science, and marketing factors that are influencing specialty (ethnic greens and herbs) crops consumption. It will establish the economic benefits, both individual and societal, for increased consumption of ethnic greens and herbs. The project's ultimate theme is also to improve understanding the environmental, economic, and social implications of specialty crop production, distribution, and marketing including local production and transportation of specialty crops. Based on the focus group results and consumers telephone survey, the top ten ethnic greens will be ranked for production trials and demonstration purpose. This approach offers valuable insight regarding ethnic greens and herbs to the local growers and marketers. Direct marketing allows farmers, especially those in the Mid-Atlantic United States, to capture a greater portion of marketing margin instead of spending on packaging, marketing, transporting, and other services needed to bring farm products to the consumers. Since Mid-Atlantic consumers understand the quality and value of sourcing fresh agricultural products directly from the farmer, they are also open to patronizing other unique farm based activities such as agritourism, pick-your-own etc. These economic opportunities can motivate farmers to identify consumer trends, desires, shopping habits and value-added product purchasing demands to enhance their direct marketing efforts towards profitable on-farm agricultural activities. Another Cornell project has examined the likely impact of introducing wine into grocery stores in New York State (and this is a policy issue that has generated much interest in other states that restrict the sale of wine to liquor stores). There are a number of members who are actively working with their state wine industries, so we assume wine grapes will be a greater focus of future work. On-going work in this area involves other new members of S-1050, and we hope to disseminate our results across a wide audience. Throughout the Rutgers/Penn State SCRI project, data collection and information dissemination will be coordinated through a collaborative effort among team members and an industry-based advisory board. The industry-based advisory board will consist of producers, consumers, wholesalers, retailer and distributors who deal with ethnic greens and herbs. This project will document the evolving structure of the supply chain in the ethnic greens and herbs industry in Eastern United Sates and analyze the issues faced by market intermediaries. Georgia researchers have focused on the rise of retail mass merchandisers and increased concentration in the retail food industry, the procurement power of these large firms reportedly has also increased. With direct buying and contracting, market intermediaries such as brokers and wholesalers allegedly are being bypassed. As a result, these market intermediaries ostensibly are also consolidating becoming fewer and larger with increased emphasis on servicing the food service industry. Their findings indicate that there is no convincing evidence that the market structure of the U.S. produce industry has markedly changed since the early 1980s. While supermarket concentration has increased noticeably, the same cannot be said for produce market intermediaries such as brokers and wholesalers.

Outreach/Industry Presentations: Curtis, K. Presentation on marketing plans and direct market consumers to Utah Building Farmers Course, November 16, 2010. Govindasamy, R., and V. Puduri. "Marketing Ethnic Produce to Consumers on the East Coast", First Annual New York Produce Show and Conference, Sponsored by Eastern Produce Council, New York, New York, November 10, 2010. Govindasamy, R., K. M. Kelly and V. S. Puduri, "Using Internet Bulletin Board Focus Group Sessions to Elicit Consumer Preferences for Ethnic Greens and Herbs", Food Distribution Research Society, Destin, Florida, October 16-20, 2010. Govindasamy, R., K. M. Kelly, F. Mangan, J. E. Simon, S. Zhang, W. Sciarappa, R. VanVranken, A. Ayeni, P. Nitzsche, G. McAvoy, B. Schilling, S. J. Komar and V. S. Puduri. "Locally Grown Ethnic Greens and Herbs: Demand Assessments and Production Opportunities for East Coast Farmers", Poster Presentation at Specialty Crops Research Initiative Project Director's Meeting on August 2, 2010 in conjunction with American Society for Horticultural Science (ASHS) Annual Meeting August 2-5, 2010, Desert Springs JW Marriott Resort & Spa, Palm Desert, California. Hinson, R. and J. Boudreaux. Projected Costs for Selected Louisiana Vegetable Crops  2010 Season. AEA No. 270, Department of Agricultural Economics and Agribusiness, LAES, LSU AgCenter, La. State University, Baton Rouge, 89 pp, 2010. Nogueira, L. "Revenue and Welfare Effects of Sanitary and Phytosanitary Barriers to Trade on Apples." Agricultural and Applied Economics Association Annual Meeting, Track Session, July 2010. Thilmany McFadden, D. "Strategic Business and Market Planning for Beginning Farm Enterprises." Presentation to the Durango Building Farmers Program. October 18, 2010. Durango, CO. Thilmany McFadden, D. "Northern Colorado Food Assessment Phase One report to Larimer County." October 5, 2010. Thilmany McFadden, D. "Colorado MarketMaker: A new Tool for Colorado State University Extension." Presentation at CSU Extension Annual Forum. September 2010. Thilmany McFadden, D. "Colorado MarketMaker: Ideas for Promoting and Evaluating the Program in Colorado" Presentation to Colorado Department of Agriculture Markets Division. September 2010. Thilmany McFadden, D. "Exploring Markets in the Northern Colorado Region." Poster session at the Northern Colorado Food System Assessment Open House. August 2010. (with Allie Gunter, Cathy Thomas, Martha Sullins, Sarah Powell and Linda Hoffman). Thilmany McFadden, D. "Public Health and Food Security in the Northern Colorado Region." Poster session at the Northern Colorado Food System Assessment Open House. September 2010. (with Livewell Colorado personnel, Martha Sullins, Megan Phillips, Sarah Powell and Melinda Sloan). Outreach/Industry Publications: Boudreaux, J. and R. Hinson. 2010. "Commercial Vegetables Situation and Outlook" in 2010 Outlook For Louisiana's Agriculture". Louisiana State University AgCenter, Department of Agricultural Economics and Agribusiness Staff Paper SP 2010-03, March 2010. Chan, S., B. Caldwell, and B. Rickard. 2010. An economic analysis of alternative cropping systems in organic vegetable production. AEM Extension Bulletin No. 2010-14. (under review). Curtis, K.R., (2010). "Direct Marketing Local Foods: CSA versus Farmers' Market Consumers." Utah State University Fact Sheet, Applied Economics/2010-XXpr. Curtis, K.R., (2010). "Direct Marketing Local Foods: Food Safety Considerations." Utah State University Fact Sheet, Applied Economics/2010-01pr. Phillips, M., D. Thilmany McFadden, and M. Sullins. AMR 10-01. Possible Roles For Social Networking in Agritourism Development. March 2010. 9pp Rickard, B.J., and L. Lei. 2010. The impact of tariffs and phytosanitary barriers on international trade patterns of fresh fruit products. AEM Working Paper No. 2010-21. (under review). J. Liaukonyte, B. Rickard, H. Kaiser, and T. Richards. 2010. Evaluating Advertising Strategies for Fruits and Vegetables and the Implications for Obesity in the United States. 2010. AEM Working Paper No. 2010-19. (under review). Rickard, B.J., J. Liaukonyte, H.M. Kaiser, and T.J. Richards. 2010. Examining consumer response to commodity-specific and broad-based promotion programs for fruits and vegetables using experimental economics. AEM Working Paper No. 2010-12. (under review). Sullins, M. and D. Thilmany. Health Outcomes. Report to the Northern Colorado Food Assessment. Fall 2010. Sullins, M., M. Sloan, M. Phillips and D. Thilmany. Food Security and Access in Northern Colorado. Report to the Northern Colorado Food Assessment. Fall 2010 Thilmany, D., A. Gunter and C. Thomas. Food Markets and Buyers. Report to the Northern Colorado Food Assessment. Fall 2010 Thilmany, D. and C. Thomas. Food Consumers. Report to the Northern Colorado Food Assessment. Fall 2010 Partner-Specific Publications: Farm Management: Value-Added Marketing Program, Department of Agricultural Economics and Rural Sociology, Pennsylvania State University. Fact Sheets range in length of one to four pages and are intended to give vegetable and fruit growers a brief understanding of marketing and business management topics. Fact sheets are housed on the Farm Management web site, http://extension.psu.edu/farmbusiness, in .pdf form. Kelley, K.M. and S. Cornelisse. 2010. Developing e-mail lists. Kelley, K.M. and S. Cornelisse. 2010. Building your business with an e-mail marketing program. Mid-Atlantic Specialty Crops Newsletters. Biweekly articles were written in conjunction with Dana Ollendky, Amy Chamberlain, and Jeffrey Hyde pertaining to the 2008 fruit and vegetable strategic planning workshop hosted by Penn State and research funded by the USDA SCRI. Articles were sent to listserve members and posted on the Mid-Atlantic Specialty Crops Research Initiative website: www.midatlanticspecialtycrops.com. Ollendyke, D., and K. Kelley. August 5, 2009. Production agriculture resources available to help mid-Atlantic specialty crop producers. Ollendyke, D., and K. Kelley. August 26, 2009. Food safety and processing resources available to help mid-Atlantic specialty crop producers. Chamberlain, A., K. Kelley, and J. Hyde. September 14, 2009. Differences in produce purchasing behavior differs between age groups. Ollendyke, D., and K. Kelley. September 28, 2009. Online community developed to foster discussion between mid-Atlantic specialty crop industry members. Chamberlain, A., K. Kelley, and J. Hyde. October 12, 2009. Reported Weekly Food Purchases by Mid-Atlantic Consumers. Chamberlain, A., K. Kelley, and J. Hyde. October 26, 2009. Reported Weekly Food Purchases by Mid-Atlantic Consumers. Ollendyke, D., and K. Kelley. November 9, 2009. Specialty crop industry members encouraged to join online community to form collaborations and tackle issues. Chamberlain, A., K. Kelley, and J. Hyde. November 24, 2009. The effect of children on household preferences for "locally grown" and "certified organic" fruits and vegetables. Ollendyke, D., and K. Kelley December 7, 2009. Learning and networking events available for specialty crop industry members. Chamberlain, A., K. Kelley, and J. Hyde. December 21, 2009. Differences between CSA Members and Non-CSA Members Reporting Origin of Common Fruits and Vegetables. Chamberlain, A., K. Kelley, and J. Hyde. January 4, 2010. Percentage of Farmers' Market Shoppers Believing that Produce Sold at Market is Grown by the Market's Farmers. Chamberlain, A., K. Kelley, and J. Hyde. January 18, 2010. Consumer Perception of Produce Safety at Different Types of Fruit and Vegetable Retailers. Chamberlain, A., K. Kelley, and J. Hyde. January 25, 2010. Reported Purchasing Behavior and Daily Snacking Among Consumers Residing in the Mid-Atlantic. Chamberlain, A., K. Kelley, and J. Hyde. February 15, 2010. A Portrait of Certified-Organic Purchasing Behaviors of mid-Atlantic Consumers. Chamberlain, A., K. Kelley, and J. Hyde. March 1, 2010. Mid-Atlantic Consumers Purchasing Behavior towards New Varieties of Fruits & Vegetables. Chamberlain, A., K. Kelley, and J. Hyde. March 15, 2010. A Portrait of Consumer Willingness to Pay a Premium on Organic Produce in the Mid-Atlantic. Chamberlain, A., K. Kelley, and J. Hyde. March 29, 2010. Differences Between Mid-Atlantic Consumer Segments in Certified-Organic Produce Purchases. Chamberlain, A., K. Kelley, and J. Hyde. April 12, 2010. Gender and Purchasing Behavior at Farmers Markets in the Mid-Atlantic. Chamberlain, A., K. Kelley, and J. Hyde. April 27, 2010. Consumer Knowledge of Mid-Atlantic Produce Related to Farmers' Market Purchasing Behavior. Chamberlain, A., K. Kelley, and J. Hyde. May 11, 2010. Differences in Reporting Local Venues as Primary Source of Produce According to Metro Area. Ollendyke, D., and K. Kelley. May 24, 2010. Networking and Educational Opportunities for Mid-Atlantic Specialty Crop Industry Members. Chamberlain, A., K. Kelley, and J. Hyde. June 8, 2010. Differences in State Promotional Program Awareness and Purchasing Behavior Between Participant State of Residence. Chamberlain, A., K. Kelley, and J. Hyde. June 23, 2010. Knowledge of State Promotional Program Brand Name Among Mid-Atlantic Consumers According to State of Residence. Chamberlain, A., K. Kelley, and J. Hyde. July 6, 2010. Definitions of "Locally Grown" According to Consumers in the Mid-Atlantic Region. Chamberlain, A., K. Kelley, and J. Hyde. July 20, 2010. Consumer Definitions of "Natural". Publications Conference Presentations: Bunning, M., G. Wall1, A. Fouladkhah, S. Blandon, and D. Thilmany-McFadden. "Effects of growing location and agricultural methods on sensory and quality attributes of Gala apples." Poster presented at the International Food Technologist Annual meetings. July 2010. Chicago, IL. Bunning, M., P. Kendall, H. Aldrich, G. Wall, J. Bruning, S. Yeh, S. Blandon, and D. Thilmany-McFadden. "Consumer Awareness and Response to Produce Food Safety Issues." Poster for Food Safety Education Conference. March 2010. Atlanta, GA. Chamberlain, A., K. Kelley, and J. Hyde Local Foods In The Mid-Atlantic Region: Consumers' Attitudes, Behaviors, and Preferences. Local Food Systems Working Group. American Society for Horticultural Sciences, Annual Meeting, Palm Desert, CA Chamberlain, A., K. Kelley, and J. Hyde. Consumer purchasing behavior and attitudes toward locally grown and certified organic products in the Mid-Atlantic Region. American Society for Horticultural Sciences, Annual Meeting, Palm Desert, CA Costanigro, M., S. Kroll, D. Thilmany McFadden and G. Nurse. "Local and Organic: Substitutes or Complements? An in-Store Evaluation of Labels for Apples." Presented at the 2010 AAEA Annual Meetings. July 2010. Denver, CO. (presentation by Costanigro) Curtis, K.R. "Are Direct Market Consumers Created Equal?" Selected paper presented at the Food Distribution Research Society Annual Meeting, Sandestin, FL, October 2010. Kelley, K and J. Hyde. Assessing consumer interest in value-added processed apple products. American Society for Horticultural Sciences, Annual Meeting, Palm Desert, CA Kelley, K., A. Chamberlain, and J. Hyde. Using Planning Grants to Build partnerships among scientists and stakeholders. SCRI Project Directors Workshop. American Society for Horticultural Sciences, Annual Meeting, Palm Desert, CA Nurse, G. and D. Thilmany McFadden. "Exploring Consumer Perceptions about Local Foods? What do they Value?" Presented at the 2010 Southern Ag Economics Association meetings. February 2010. Orlando, FL. Onozaka, Y., G. Nurse and D. Thilmany McFadden. "Defining Sustainable Food Market Segments: Do Motivations and Values Vary by Shopping Locale?" Invited paper Session for 2010 AAEA meetings. Denver CO. Rickard, B.J., J. Liaukonyte, H.M. Kaiser, and T.J. Richards. "Towards a better understanding of consumer response for 5-A-Day promotion programs for fruits and vegetables using experimental economics." Presented at the Annual Meeting of the Food Distribution and Research Society. Destin, Florida. October 19, 2010. Rickard, Bradley J., and J. Balagtas "Examining the production and trade effects of planting restrictions for U.S. fruits and vegetables." Presented at the Annual Meeting of the Canadian Agricultural Economics Society. Denver, Colorado. July 27, 2010. Rickard, Bradley J. "Tariffs and non-tariff barriers applied to fresh fruit products." Presented as part of a FAMPS Track Session at the Agricultural and Applied Economics Association Annual Meeting. Denver, Colorado. July 26, 2010. Rickard, B.J., J. Liaukonyte, H.M. Kaiser, and T.J. Richards. "Consumer response to commodity-specific and broad-based promotion programs for fruits and vegetables using experimental economics." Presented at the Annual Meeting of the Canadian Agricultural Economics Society. Denver, Colorado. July 26, 2010. Rickard, Bradley J. "On the economics of introducing wine into grocery stores." Presented at the Annual Meeting of the Northeast Agricultural and Resource Economics Association. Atlantic City, New Jersey. June 12, 2010. Rickard, Bradley J., and L. Lei "The impact of tariffs and phytosanitary barriers on international trade patterns of fresh fruit products." Presented at the Annual Meeting of the Australian Agricultural and Resource Economics Society. Adelaide, Australia. February 12, 2010. Rickard, Bradley J. "Introducing wine into grocery stores in New York State: Implications for global wine markets." Presented at the Workshop for the American Association of Wine Economics. Adelaide, Australia. February 8, 2010. Thilmany McFadden, D. "Participatory Food Assessments: Integrating Diverse Perspectives and Building Local Leadership." Organized session for the 2010 Community Food Security Coalition Annual Meeting. October 2010. New Orleans, LA. (with Wendy Moschetti and Cindy Torres) Thilmany McFadden, D. "Comparison of Efforts to Establish Local and Regional Food Systems", as part of the session "Making Local and Regional Food Systems Successful." With USDA Rural Development. 2010 AAEA Annual Meetings. Denver, CO. Thilmany McFadden,D. "Unique Characteristics of Direct Market Producers", as part of the session "Exploring the Interface Between Local Food Systems and Community Economics ". CENET track session. 2010 AAEA Annual Meetings. Denver, CO. Refereed Conference Proceedings: Bunning, M., S. Blandon, D. Thilmany-McFadden, H. Troxell-Alrich, J. Bruning, S. Yeh and P. Kendall. 2010. "Consumer Awareness and Response to Produce Food Safety Issues." Journal of Food Distribution Research Society. 41(1) March 2010. 108-14 Curtis, K.R., (forthcoming). "Are All Direct Market Consumers Created Equal?" Journal of Food Distribution Research. Feenstra, G., S. Hardesty, D. Visher, D. Thilmany, T. Gillpatrick, J. Dyer, and J. Edge, "Values-Based Distribution Networks to Enhance the Prosperity of Small- and Medium-Sized Producers." Research Update. Journal of Food Distribution Research Society. March 2010. Govindasamy. R., V.S. Puduri and J.E. Simon. "Willingness to Buy New Ethnic Produce Items: A Study of Hispanics in the East-coast U.S.", Journal of Food Distribution Research, 41 (2010): p 122-123. Kelley, K., A. Chamberlain, and J. Hyde. 2010. Consumer attitudes and purchasing intent: A Project Update of the Mid-Atlantic Specialty Crop Research Initiative. 2010 New Jersey Vegetable Growers Convention. Kelley, K.M. 2010. Basics of marketing: How will you distribute your product? 2010 Mid- Fruit and Vegetable Convention. Puduri, V.S., Govindasamy. R. and J.E. Simon. "Willingness to Buy Country of Origin labeled Produce Items: A Study of Asians from the East-Coast U.S.A.", Journal of Food Distribution Research, 41 (2010): p 126-127. Phillips, M. D. Thilmany-McFadden, and M. Sullins. How Effective is Social Networking for Direct Marketers? Journal of Food Distribution Research 41(1): 96-100. March 2010 Refereed Journal: Alston, Julian M., Bradley J. Rickard, and Abigail M. Okrent. 2010. Farm policy and obesity in the United States. 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