Brief Summary of Minutes of Annual Meeting

- Approved minutes from last meeting in Sandestin, FL, October 2010 State reports: - Jill McCluskey: i. Currently on sabbatical at Cornell (August to December 2011). ii. Sensory experiments with wine, effect of oak treatment on WTP iii. County of origin and WTP for wine using auctions, impact of reputation and spillover effects of new regions. iv. Managing club varieties of apples. v. Taco Time project to add healthy products to kids menu has changed their practices. Glad to see work making an impact. - Ramu Govindasamy: i. Specialty crop grants (similar to last time) with three states on production possibilities, with consumer survey already completed. ii. Agritoursim survey finished in three states, presenting paper now. iii. New grant on specialty crop cost benefit analysis. - Brad Rickard: i. Marketing component of consumer perceptions of wine from east to the west coast, including regional and spillover effects on reputation. Appalachian region tying into old world type region, or where the vines originally were grown. ii. Working with Marco at CSU, wine regulatory project, distribution issues, grocery stores, welfare impact and impact on social and traffic fatalities. iii. Storage disorders for apples, i.e. internal browning, rotting, etc. Tradeoffs for quality check out work with Karina Gallardo. iv. Tim Richards and Julian Alston: value of patents, club apples, fee or royalty or some combination. - Jennifer Dennis: i. Finishing projects prior to leave including farmers market boot camps and farm market promotion programs. ii. Indiana co-op development center -wide direct marketing association. iii. Consumer segmentation for farmers markets, spatial analysis of farmers markets, pre-test in Indiana. iv. Economic drivers of new market placement, see University of Florida. See ERS project. v. Wine economics impact study. vi. Sustainable attributes of ornamental vs. edible products. - Jeff Hyde: i. Back from sabbatical and has an admin. Appointment now. ii. Social media and consumer perceptions related to specialty crop producers. iii. Lead to podcasts and partnering with Julie Fox at Ohio. iv. Webinar series on social media into market planning. v. Consumer perceptions of fruits/veggies, fresh and processed to include many internet surveys of organic/local. - Kathy Kelly: i. On sabbatical in NZ for six months. ii. Value-added products: apple slices, heritage apples, non-browning apple- consumer thoughts on this new product. iii. Examining a state promotion program. iv. Wine labeling issues and QR codes (digital codes used to scan with phones), help smaller producers differentiate their label. v. Strawberry project and high tunnels. Perception of products grown in states not normally able to grow those goods (using hoop houses). - Cathy Durham: i. Interest in club variety topic, i.e. potato breeding (PVMI), Purple Pelisse potato, and other new colored flesh varieties. Consumer study on acceptance of colored flesh potatoes with impact of health information on antioxidant levels (presented at FDRS). ii. Weekly grocery fruit data collection and included promotion, location, and other marketing info. iii. Papers being developed on eco-labeled apples an d potatoes. iv. Other credence value studies on salmon (in review) and grass-fed beef (presented at FDRS). - Dawn Thilmany: i. Organic versus local project including fair trade and carbon. Multiple pubs with sensory analysis, multiple surveys and auctions. Do results vary by methodology? ii. Colorado Market Maker: currently 18 states and Wyoming, Texas joining soon. State and market maker program numbers high. Producer impact of market maker case study. Can map farmers markets, search by direct market outlets, and a good research tool. iii. Working with year-round market and also do price reporting of farmers markets, community economic impacts, farm-to-school. New paper being presented at conference. iv. Welfare impacts of promotion programs, applies, segmentation within marketing channels. Colorado farm to market website, mapped out all of the licensing needed for direct marketing (other states should probably do the same). v. Food safety events cause movement to other marketing channels. GIs and PDOs in global markets, meta- analysis with data with price parameters. vi. Behavioral change in schools when fresh products available, talking to food servers to find out if kids make eating habit changes. - Kynda Curtis: i. Farmers market and CSA consumer market research, consumer WTP for local produce. ii. Direct market price reporting, season extension work with pricing, including cost-benefit of using season extension techniques for producers. - Report by November 18th, look at CRIS form and you can send that instead if you want. Look at objectives and specify cross state or regional collaborations. - One drop box folder to put our materials for the committee. Meta-analysis of apple values. - Mention to the person if you are going to use their materials and might be mentioned in future paper etc. - Grad students can find info there, familiarize with committee - Data instruments, templates, fact sheets, and presentations - Report on WERA-72 and Agribusiness special issue - Eight papers by S1050 members presented at the WERA-72 meetings in Las Vegas in June, and the special issue of JAB will be coming out in November with 10 papers from S-1050 group (Journal of Agribusiness 29(1), 2011). - Grants didnt go well and going to lower the priority of grants to this committee. - Use grants to pull younger faculty in to the group, momentum for grants and papers - Send in names for new members - Use grants to pay for travel of members who dont have experiment station funds - FAMPS: Current Chair: Jill, we dont know how many spaces we have at the AAEA session in Seattle. Potential to do a session joint with the extension section such as new practices and promotion. Community economics network looking to do joint session as well. Possibly some fruit and vegetable marketing, potential topics include wine and apples. Let Jill know if you have topics. - Journal: may be Choices, Journal of Food Product Marketing.  Jill will contact and Dawn could make introduction, talk to Neil. Send an email around about a Choices edition and potential topics. - Other places to do group presentations - National Grocers Association,  Las Vegas in February, academic presentations, send students to present. NY Produce Show- academic track as well as industry and trade shows. November 7-9 in New York City, mentoring for students who can shadow VPs and other. - Kynda Curtis as of this meeting will take over as chair for Dawn Thilmany. - A chair-elect should be nominated this spring and then be co-chair/take minutes at the next meeting. - Dawn would like to keep our annual meeting with FDRS for now as we are committed to Puerto Rico. Ron Rainey is the president of FDRS and may need speakers for Puerto Rico. Contact some of our members in the south about helping with the meeting.

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. In addition to reports by each individual state representative, it should be noted that the group continues to network more effectively so that members share survey instruments, early results and other methodological tips that enhance other states projects. A shared session at the 2011 FDRS on sensory analysis stemmed from coordination about group members. Cornell University has examined the market potential for varietal introductions in the apple sector. Consumers willingness to pay for NY1, the new managed apple variety developed at Cornell was examined in a study. They introduced consumers to five apple varietiesEmpire, Fuji, Honeycrisp, Pinata, and NY1and asked them to place bids on one pound of each variety. Relative importance of names was examined with sensory names having a significant effect on consumers valuation on select varieties. Researchers from Cornell also examined the development of reputations for new wine regions. Consumer responses to different types of reputation-based informationfirm-based, region-based, and international-based were studied. Auctions in late 2011 and early 2012 will shed new light on questions of reputation building in burgeoning wine regions such as New York State. Using AC Nielson scanner data on U.S. household consumption of selected fresh vegetables from 1999 to 2003, University of Georgias study provides an overview of the organic fresh vegetable market by investigating market shares and price premiums of selected organic fresh vegetables and estimating the interrelationship between consumer demand for organic and conventional fresh vegetables. Expenditure, own and cross price elasticities were computed for both organic and conventional vegetables based on the best fitting model from the linear Almost Ideal Demand System. University of Delaware plans to determine the necessary steps involved in transitioning into organic production, develop a plan that describes how to effectively convert from conventional to organic production, identify marketing alternatives that are conducive to organic products, and describe the process of making the conversion from conventional to organic production and marketing. Material will be designed specifically for Mid-Atlantic Region (Delaware, Maryland, and Pennsylvania) beginning in Spring 2012. Rutgers University is leading a SCRI grant relating to estimate the market size of ethnic greens and herbs in the North-Eastern United States for the past two years. Based on 2000 population characteristics and consumption priorities, Rutgers selected four major ethnic groups namely Chinese, Asian Indians, Mexicans, and Puerto Ricans. They focused on 16 East-coast states and selected 40 greens and herbs to represent 10 crops for each ethnicity to conduct focus group bulletin board and telephone survey. A separate survey for each ethnicity was prepared and modified based on the input from experts and selective ethnic consumers. The key components of this study included an assessment of consumers preferences, shopping patterns, opinions, willingness to pay premiums for locally grown greens and herbs, willingness to buy organically grown and genetically modified greens/herbs as well as analysis of the demographic characteristics of likely purchasers. The final survey instrument was adapted based on the focus group meeting results and a total of 1,117 samples (Chinese-276, Asian Indian-277, Mexicans-280, and Puerto Ricans-284) were collected randomly through a telephone survey from all four ethnicities. The survey also includes top 10 crops for each ethnicity to document consumer demand. Researchers from Rutgers are also working on direct marketing and agritourism project for the past two years 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 data was collected from Delaware, Pennsylvania and New Jersey during 2010. Mid-Atlantic States opportunities in agritourism have not yet been fully realized. Colorado State University has focused on consumer studies that use cutting-edge techniques to determine consumer values for a variety of labeling schemes including organic, fair trade, production origin, and other sustainability criteria. An in-depth study of consumers perceptions and valuation of local and organic produce has been completed. Two additional studies are in the final stages of data analysis: 1) an investigation of product differentiation strategies based on producers corporate social responsibility record and 2) an evaluation of consumers ability to differentiate products based on environmental impact. University of Illinois is using the dynamic simulation to evaluate the impact of new technologies to control fire blight on apple consumption and production as well as world trade. A theoretical framework for the imposition of SPS barriers to trade for apples is used to analyze the economic incentives for countries to impose these SPS barriers. Also, they are characterizing a full export model to estimate the effects of changing SPS barriers to trade on Washington State apples in China, Indian, Mexico and Taiwan. The SPS cost elasticities are obtained from the export supply equations in revenue and surplus stimulations. Louisiana State University finished their first full year with Market Maker activity. They worked to expand awareness through informational presentations at Extension meetings, trade show booth at Louisiana Restaurant Association Food Service Expo, Louisiana State Fair and worked with New Orleans French Farmers Market corporation promotional event. They also assisted with planning of Louisiana Agribusiness Council dinner and worked with FFMC to prepare grant proposals for Food Hub of the state. Louisiana also conducted and are analyzing a baseline survey to understand specialty crop production, marketing practices, social media use, smart phone use and demographics through online survey. 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. In addition to individual group efforts, there were some joint efforts to address these topics by groups. A team of researchers applied for a grant under the Organic Research Initiative to explore that sectors response to food safety regulations, but the project was not funded. Future efforts may look at the new food safety modernization acts effects on the produce sector. Cornell conducted a project to examine the social consequences of proposed policy changes on grocery store alcohol availability. Data across 48 states between 1982 and 2000 was used for the analysis as well as consumption and effects on traffic fatality rates. Researchers concluded that introduction of wine into grocery stores would have a negligible effect on traffic fatalities, and may even have the capacity to reduce fatalities if the increased wine consumption displaces some beer and spirit consumption. A second research project by Cornell in this arena is looking at the domestic market implications of the Market Access Program (MAP) that subsidizes exports of selected agricultural products, most of which are specialty crops. They are developing a model to stimulate the effects of i) decrease in MAP funding, ii) and decrease in MAP funding coupled with an expansion of domestic promotion effects. In New York State, research on processing peas and snap beans has been collected, and found that cost of production is consistent with other states. Researchers also look a developing crop budgets for vegetables that are produced using alternative organic cropping systems. A more formal analysis could be conducted across selected states for both projects. Enterprise budgets increase the knowledge of decision-makers considering the addition or expansion of the enterprise. The budgets provide participants in the Oklahoma Grape Management and Fundamentals of Pecan Management courses the opportunity to apply the information to their own operations. Related studies on consumer preferences for locally grown foods and organic foods are being carried under other projects at Oklahoma State University. In connection with Rutgers SCRI grant, the initial selection of 10 crops from each diversity were further refined through a systematic process based on the survey results (demand) and relevant production considerations (supply) for the local marketplace, targeting at least 6 crops per each ethnicity to be included in the subsequent production research. They collected information on overall expenditure on produce, expenditure on ethnic greens/herbs, expenditures on top ten greens/herbs and the number of times an ethnic respondent visits grocery store in a month. Based on the survey, the second phase of the project will focus on production research and demonstration of selective ethnic greens and herbs in Florida, New Jersey and Massachusetts during summer 2010. Rutgers also measured the consumers demographic characteristics impact on hayrides participation by using logit analysis. Dependent and independent variables were used in the logit model to predict which consumers are willing to participate in hayrides event. About 67% of agritourism survey respondents participated in hayrides activity during their agritourism farm visit. Respondents are more likely to participate in hayrides if they reside in suburban areas, are male, between 21 and 35 years of age and between 36 and 50 years age, completed a two year college degree, and have an annual household income of between $40,000 and $59,999. Consumers who are less likely to participate in hayrides can be described as living in urban areas, have lived at their current residence for more than 20 years, were under age 20 and who completed a graduate degree. The team from Colorado has also been developing welfare analysis using equilibrium displacement models to evaluate how producer surplus changes under new relocalization efforts (realizing higher consumer WTP, but also, increased marketing costs with more marketing channels). In addition, they are evaluating the regional economic impact of various local food efforts, such as Farm to School distribution. University of Illinois is interested in analyzing the effects of COOL, and open to collaboration with other members of the committee. Louisiana State University estimated the costs of production for vegetable crops. Net returns over a range of yields and prices were calculated for 20 conventionally produced vegetable crops. With alternatives based on machinery size and market channel combinations, there were 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 exceeded $1000.00 per acre with direct marketing and without a labor charge for hours spent in direct marketing activities. 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). There is an increasing level of coordination among team members on several multi-state projects, including enterprise budget development, beginning farmer programs and Market Maker. In addition to sharing materials, there are some collaborative evaluation activities being conducted. Oklahoma continues to work on crop budgets for fruit and vegetable crops that consider different production strategies. Enterprise budgets for selected fruit and vegetable crops are continually updated to reflect current input prices and technology. These budgets are disseminated as part of the Oklahoma State University Department of Agricultural Economics Extension efforts in the area of Enterprise Budgets. Budgets related to grapes and pecans are included in the Oklahoma Grape Management and Fundamentals of Pecan Management courses offered by Oklahoma Cooperative Extension each year. Colorado is completing a series of case studies with UC-Davis on new values-based distribution networks. Also, working with the national Market Maker network to evaluate how that new marketing and promotion platform may be influencing promotional effectiveness of state level programs (Colorado Proud) and individual food enterprise listings.

Call, K. and M.I. Gómez. Marketing Apple Club Varieties. Presented at the Board of Directors of the NYAG LLC, July 2011. Call, K, M.I. Gómez, and F. Kahn. Increasing Consumption of ornamentals among the Young Seeley Conference, Ithaca NY, June 26, 2011. Chamberlain, A., K.M. Kelley, and J. Hyde. (2011) Urban Consumers Perspective on Market Opportunities for Mid-Atlantic Specialty Food Products. 2011 National Value-Added Agriculture Conference. Pittsburgh, PA June 26-28, 2011. Deselnicu, O., M. Costanigro, D.M. Souza Monteiro, and D. Thilmany McFadden. "What Determines the Success of a Geographical Indication? A Meta-Analysis of Price Premia and WTP Studies for Gis in Food Products." Presentation to the 2011 AAEA Annual Meetings. July 2011. Pittsburgh PA. Gómez, M.I. Sustainability and Food Supply Chains. Science of Natural and Environmental Systems Colloquium Seminar. Ithaca, NY, November 19, 2010. Hyde, J. and K.M. Kelley. (2011) Social Media Marketing for Value-Added Products. 2011 National Value-Added Agriculture Conference. Pittsburgh, PA June 26-28, 2011. Lindsey Mayes, Tammy Stephenson, Laura Stephenson, Tim Woods, Sara Williamson, Nutrition knowledge and dietary habits of Farmers Market patrons: implications for promoting consumption of locally grown fruits and vegetables, Poster at the 2011 American Dietetic Association Annual Meeting (FNCE) in San Diego September 2011 M.I. Gómez. Case Studies on Local Food Supply Chains. Summer Practicum Presentation, Ithaca, NY, July 7, 2011. M.I. Gómez. Local Foods: Opportunities for Mainstream Firms. United Fresh Produce Executive Development Program, Ithaca, NY, March 13, 2011. M.I. Gómez. Localization and Sustainability of Food Value Chains: Lessons, Issues and Research 2nd Annual Young Social Scientists Sustainability Research Forum, Ithaca, NY, September 29, 2011. M.I. Gómez. Localization of Food Supply Chains: Lessons, Issues and Research Needs. Charles H. Dyson School Extension Seminar Series, Ithaca, NY, March 16 2011. M.I. Gómez. NE AFRI-GFS Project Overview Enhancing the Food Security of Underserved Populations in the Northeast U.S. through Sustainable Regional Food Systems Development. Northeast Global Food Security project presentation, July 19, 2011, Ithaca, NY. M.I. Gómez and S. Atallah. Economic Analysis of the Financial Impacts of Grape Leafroll Virus in the Finger Lakes. 60th Finger Lakes Grape Growers Conference Program, Canandaigua, NY, March 4 2011. M.I. Gómez and S. Atallah. Economic Analysis of the Financial Impacts of Grape Leafroll Virus in the Finger Lakes. The American Society of Enology and Viticulture  Eastern Section (ASEV-ES), Baltimore ME, July 12, 2011. Curtis, K.R. Presentation on marketing plans and direct market consumers to Utah Building Farmers Course, November 2011. Curtis, K.R. Presentation on marketing plans and direct market consumers to Nevada Building Farmers Course, September 2011. Curtis, K.R. Presentation on direct market sales and consumer types at Northern Utah Fruit Growers Meeting, January 2011. Curtis, K.R. Presentation on direct market sales and consumer types at Utah Master Gardener conference, September, 2011. Raines, C., S. Cornelisse, J. Hyde, K. Kelley, J. Remcheck, and D. Ollendyke. 2010 Entrepreneurial Extension Conducted Via Social Media. 2010 Penn State Annual Extension Conference, Altoona, PA. Rickard, Bradley. Does the name matter? Assessing demand for managed apple varieties and traditional apple varieties. Presented at the CCE-Hudson Valley Fruit School. Kingston, NY. February 24, 2011. 80 attendees. Rickard, Bradley. Does the name matter? Assessing demand for managed apple varieties and traditional apple varieties. Presented at the CCE-Wayne County Fruit School. Newark, NY. January 20, 2011. 100 attendees. Rickard, Bradley. Does the name matter? Assessing demand for managed apple varieties and traditional apple varieties. Presented at the New York Produce Show and Conference. New York City, NY. November 10, 2011. 40 attendees. Rickard, Bradley. Links between wine availability, alcohol consumption, and traffic fatalities. Presented at the Wine Industry Workshop. Geneva, NY. April 13, 2011. 65 attendees. Rickard, Bradley. Does the name matter? Assessing demand for managed apple varieties and traditional apple varieties. Presented at the CCE-Orleans County Fruit School. Albion, NY. January 19, 2011. 95 attendees. Rickard, Bradley. How do agricultural policies impact food consumption and obesity? Presented at the Cornell Agriculture and Food Systems In-service: Farm Management and Marketing. Ithaca, NY. November 15, 2011. 14 attendees. Rickard, Bradley. Links between wine availability, alcohol consumption, and traffic fatalities. Presented at the Cornell Agriculture and Food Systems In-service: Cornell Recent Advances in Viticulture and Enology. Ithaca, NY. November 16, 2011. 18 attendees. Rickard, Bradley. Situation and Outlook Report for Fruits and Vegetables. Presented at the AEM Agricultural Outlook Conference. Ithaca, NY. December 14, 2011. 15 attendees (expected). Rickard, B.J. Whats In A Name? Professor Brad Rickard Of Cornell Produces New Research That Indicates Shakespeare May Have Been In Error& On Apples At Least. Interview with the Perishable Pundit. October 4, 2011. Available at: http://www.perishablepundit.com/index.php?date=10/04/11 Transitioning a Farm to Organic Production and Marketing, Research Update 2011, Food Distribution Research Society Annual Meeting, October 15-19, 2011, Portland, Oregon. Welfare Effects of New Fire Blight Control Methods on the U.S. Apple Industry. Western Extension and Research Activities Committee on Agribusiness Annual Meeting, June 2011, presented by Nichole Busdieker. White G. and M.I. Gómez. 2011 Outlook for Grapes, Wine and Ornamental Crops. Charles H. Dyson School Agricultural Outlook Conference, Ithaca, NY, December 13, 2010. Woods, Timothy and Ani Katchova, Local Sourcing Strategies for Food Consumer Cooperatives, USDA Rural Development Cooperatives Webinar Series, July, 2011. Woods, Timothy, Marketing Specialty Crops, Third International Pawpaw Conference, Frankfort, KY, September, 2011. Outreach/Industry Publications: Call, K. Gómez, M.I. and Kahn, F. 2011. Marketing Ornamentals to the Young Nursery Lines, 38(4). Costanigro, M. and D. Thilmany McFadden. AMR 11-04. How Do Consumers Value Apples? A Comparison of Organic and Colorado Proud Labels. May 2011. 6pp Curtis, K.R., (2011). Direct Marketing Local Foods: Differences in CSA and Farmers Market Consumers. Utah State University Extension Fact Sheet, Applied Economics/2011-01pr. Curtis, K.R., (2011). Direct Marketing Local Foods: Differences in CSA and Farmers Market Consumers (Spanish Version). Utah State University Extension Fact Sheet, Applied Economics/2011-01pr,sp (Spanish). Curtis, K.R., (2011). Direct Marketing Local Foods: Food Safety Considerations (Spanish Version). Utah State University Extension Fact Sheet, Applied Economics/ 2010-01pr,sp (Spanish). Gómez, M.I. (2010). Moving Local Foods from Farm to Consumers: Lessons from NYS Apples. Research & Policy Brief Series, Community and Regional Development Institute, Issue Number 38, November 2010. Gómez, M.I. 2011.2011 Vegetable Production Market Outlook. American Vegetable Grower. Gómez, M.I. 2011. Economic Prospects for 2011 and Critical Issues for the Green Industry Nursery Lines, 38(1). Gómez, M.I. 2011. Vegetable Outlook: Multiple Challenges Ahead American Agriculturalist. Gómez, M.I., Atallah, S. Martinson, T., Fuchs, M. 2010. Economic analysis of the financial impact of the grape leafroll virus (GLRV) in the Finger Lakes region of New York. Charles H. Dyson School of Applied Economics and Management Extension Bulletin 2010-15. Gómez, M.I., and B.J. Rickard. Chapter 10: Specialty Crops, in the 2011 New York Economic Handbook. E.B. 201028, Charles H. Dyson School of Applied Economics and Management, Cornell University. December 2010. Gómez, M.I. and K. Park. 2011. Do Price Premiums Exist for Local Products? Smart Marketing, February 2011. Gómez, M.I. and J. Li. 2011. What factors affect the adoption of integrated pest management practices among greenhouse ornamental growers in the Northeast? Nursery Lines, 38 (3). Gunter, A. and D. Thilmany McFadden. AMR 11-01. Developing Values Based Distribution Networks to Enhance the Prosperity of Small and Mid-Size Producers: A Case Study of Colorado Homestead Ranches. May 2011 . 8pp Gunter, A. and D. Thilmany McFadden. AMR 11-02. Developing Values Based Distribution Networks to Enhance the Prosperity of Small and Mid-Size Producers: A Case Study of High Plains Food Co-Op. May 2011. 9pp Gunter, A. and D. Thilmany McFadden. AMR11-03. Developing Values Based Distribution Networks to Enhance the Prosperity of Small and Mid-Size Producers: A Case Study of La Montanita. May 2011. 10pp Maloney, T. and Gómez, M.I. 2011. Immigration Issues: Four Things Nursery and Landscape Employers Should Do Nursery Lines, 38(2). Meyer, L., J. Hunter, A. Katchova, S. Lovett, D. Thilmany, M. Sullins and A. Card. 2011. Approaching Beginning Farmers as a New Stakeholder for Extension. CHOICES. 2nd Quarter 2011 | 26(2) R. Hinson. 2011. "Commercial Vegetables Situation and Outlook" in 2011 Outlook For Louisianas Agriculture. Louisiana State University AgCenter, Department of Agricultural Economics and Agribusiness Staff Paper SP 2011-03, March 2011. Rickard, B.J. Chapter 9: Fruits and Vegetables, in the 2012 New York Economic Handbook. E.B. 201118, Charles H. Dyson School of Applied Economics and Management, Cornell University. December 2011. Rickard, B.J. Situation and Outlook for Fruit in Federal Reference Manual for Regional Schools: Income Tax Management and Reporting for Small Businesses and Farms. E.B. 2010 23, Charles H. Dyson School of Applied Economics and Management, Cornell University. December 2010. Rickard, B.J. An Outlook Report for Fruit. American Agriculturist. March 2010. Rickard, B and Gómez, M.I. (2010). Chapter 10: Specialty Crops. in New York Economic Handbook 2010, EB 2009-25, Department of Applied Economics and Management, Cornell University. December, pp. 10-1  10-18. Schmit, T. and M.I. Gómez (2010). The Growing Farmers Markets in Northern New York: Improving Community Development, Food Access, and Farm Returns. New York State Association of Counties News, 31 (4), Fall 2010. Schmit, T. and M.I. Gómez (2010). Growing Farmers Markets in Northern New York: Improving Community Development, Food Access, and Farm Returns. New York Minute, Community and Regional Development Institute, Issue Number 43, December 2010. Thilmany, D. and L. Hoffman. Northern Colorado Food Assessment: Final Report. March 2011. Available online at: http://www.larimer.org/foodassessment/report.cfm Zhang, F., C.L. Huang, B.H. Lin, J.E. Epperson, and J.E. Houston. 2011. National Demand for Fresh Organic and Conventional Vegetables: Scanner Data Evidence. J. Food Products Mkting., 17(4):441-458. Publications Conference Presentations: Govindasamy, R., V.S. Puduri, and K. Kelley. (2011) The Influence of Food Safety Disquiet on the Demand for Locally Grown Ethnic Greens and Herbs: A Logit Analysis. 2001 AAEA & NAREA July 24-26, 2011. Gunter, A., D. Thilmany McFadden and M. Sullins. Farm to School: Tools to Assess and Evaluate Impacts on Producers and Regions. Paper presented in Symposium Economic Contributions from a More Localized Food Systems. 2011 AAEA Annual meetings. Pittsburgh, PA. Gunter, A., D. Thilmany and M. Sullins. What is the new version of scale efficient? A values-based supply chain approach. Presented at the 2011 FDRS Annual Meeting. Portland, OR. Guzhen Zhou, Wuyang Hu, Marvin Batte, Timothy Woods and Stanley Ernst, Household Grocery Shopping Destination Allocations: Have Local Stores Caught on with the Rise of Local Foods? Poster at the 2011 AAEA Meetings in Pittsburgh, PA, July 2011 Hu, Wenjing, Y. Onozaka and D. Thilmany. "What Are the Economic Welfare Effects of Local Food Marketing? Exploring Impacts with the Case of Colorado Apples." Presentation to the 2011 AAEA Annual Meetings. July 2011. Pittsburgh PA. Curtis, K.R., and M.W. Cowee, Buying Local: Diverging Consumer Motivations and Concerns Selected paper presented at the WERA-72 Annual Meeting, Las Vegas, NV, June 2011. Govindasamy, R., K. Kelley, and V. Puduri. 2011. Proceedings. Using Internet Bulletin Board Focus Group Sessions to Elicit Consumer Preferences for Ethnic Greens and Herbs. Journal of Food Distribution Research, 63(1). Yeager, I., K.R. Curtis, B. Black, and D. Drost, Potential Benefits of Extended Season Sales through Direct Markets. Selected paper presented at the Food Distribution Research Society Annual Meeting, Portland, OR, October 2011. Jordan Shockley, Carl Dillon, and Tim Woods, Estimating the Economic Viability of a New Crop Alternative for the U.S. Organic Market: Edamame  A Vegetable Soybean, Poster at the 2011 AAEA Meetings in Pittsburgh, PA, July 2011 Katchova, A.L. and T.A. Woods. The Effectiveness of Local Food Marketing Strategies of Food Cooperatives Selected paper, Agricultural and Applied Economics Association Meeting, Pittsburgh, PA 24-26 July 2011. Katchova, A.L., and T.A. Woods. The Role of Food Cooperatives in Local Food Networks Selected symposium paper, International Food and Agribusiness Management Association World Forum and Symposium, Frankfurt, Germany, 20-21 June, 2011. Puduri, V.S., R. Govindasamy, and K.Kelley (2001) Agritourism Consumers Participation in Wine Tasting Events: An Econometric Analysis. 2001 AAEA & NAREA July 24-26, 2011. Songa, D. and D. Thilmany McFadden. Evaluating Consumers Confidence in Regulatory Institutions: Is There a Connection with their Food Source? Presented at the 2011 FDRS Annual Meeting. Portland, OR. Thilmany, McFadden, D. Data Issues for Local Food System Analysis. Presenter in AAEA post-conference for 2011 Annual meetings. Pittsburgh, PA. Thilmany, McFadden, D. Economic Contributions from a More Localized Food Systems. Coordinator and Moderator. CENET Organized Symposium proposed for 2011 AAEA Annual meetings. Pittsburgh, PA. Thilmany McFadden, D. Local Food, Organics and Sustainability. Paper presented in Symposium, The Federal Policy Role In Today's Food and Agricultural Markets. 2011 AAEA Annual meetings. Pittsburgh, PA Thilmany, McFadden, D. Strategies to Connect with Customers: Colorado MarketMaker as a Promotional Resource. Presentation to the Colorado Big and Small Conference. Brighton CO. February 2011. Woods, T.A. and A.L. Katchova. Local Food Procurement and Promotion Strategies of Food Cooperatives Selected paper, Southern Agricultural Economics Association Meeting, Corpus Christi, TX, 5-8 February, 2011. http://ageconsearch.umn.edu/handle/98853 Woods, Timothy A., Food Safety  Curriculum and Outreach, Contribution to the symposium - The Role of Agricultural Economics in Food Safety Standard Development, Education, and Evaluation, Agricultural and Applied Economics Association, Pittsburgh, PA, July, 2011. Refereed Conference Proceedings: Busdieker, Nichole, Lia Nogueira, Hayri Onal and David Bullock. 2011. Welfare Effects of New Fire Blight Control Methods on the U.S. Apple Industry. Western Extension and Research Activities Committee on Agribusiness Annual Meeting Proceedings. Park, K. and M.I. Gómez. 2010. Do Price Premiums Exist for Local Products? Journal of Food Distribution Research, 42 (1). Rickard, B.J., A.M. Okrent, and J.M. Alston. 2011. How have agricultural policies influenced caloric consumption patterns in the United States? Revised and Resubmitted to Health Economics. Rickard, Bradley J. 2011. The economics of introducing wine into grocery stores. Contemporary Economic Policy 30 (forthcoming). Rickard, B.J., J. Liaukonyte, H.M. Kaiser, and T.J. Richards. 2011. Consumer response to commodity-specific and broad-based promotion programs for fruits and vegetables. American Journal of Agricultural Economics 93(5): 13121327. Rickard, B.J., and L. Lei. 2011. How important are tariffs and non-tariff barriers in international markets for fresh fruit? Agricultural Economics 42(S): 1931. Rickard, B. J., and D.A. Sumner. 2011. Was there policy reform? Evolution of EU domestic support for processed fruits and vegetables. Food Policy 36(3): 438449. Chan, S., B. Caldwell, B. Rickard, and C. Mohler. 2011. Economic Performance of Organic Cropping Systems for Vegetables in the Northeast. Journal of Agribusiness 29(1). Schroeter, C., J. Ritchie, and B. Rickard. 2011. Factors that influence prices of cool climate wines: A hedonic analysis of the market for Riesling. Journal of Agribusiness 29(1). Alston, Julian M., B.J. Rickard, and A.M. Okrent. 2010. Farm policy and obesity in the United States. Choices 25(3) J. Liaukonyte, B. Rickard, H. Kaiser, T. Richards, and A. Okrent. 2010. Evaluating advertising strategies for fruits and vegetables and the implications for obesity in the United States. AEM Working Paper No. 2010-19. Rickard, B.J., M. Costanigro, and T. Garg. 2011. Regulating the availability of alcohol in grocery stores: Beverage-specific effects on prices, consumption, and traffic fatalities. AAWE Working Paper No. 95. Rickard, B.J., T.M. Schmit, M.I. Gómez, and H. Lu. 2011. Does the name matter? Developing brands for patented fruit varieties. AEM Working Paper No. 2011-16. Westra, J., R. Hinson, B. Clark and T. Cooper. 2011. Economic Impacts of MarketMaker. Poster at SAEA 2011 conference, 1st place poster award. Refereed Journal: Ariyawardana, A., R. Govindasamy and V. S. Puduri. Factor Influencing the Willingness-to-Pay for Ethnic Specialty Produce in the Eastern Coastal United States, Journal of Food Distribution Research. 41(2010): p 98-109. Atallah S.S., M.I. Gómez, M.F Fuchs, and T.E. Martinson. 201. Economic Impact of Grapevine Leafroll Disease on Vitis vinifera cv. Cabernet franc in Finger Lakes Vineyards of New York. Forthcoming, American Journal of Enology and Viticulture. Conrad, J.M, M.I. Gómez, and A.L. Lamadrid. 2011. "Wine in Your Knapsack?" Journal of Wine Economics, Vol. 6, No. 1, 83-110. Costanigro, M., D. McFadden, S. Kroll and G. Nurse. 2011 An In-Store Valuation of Local and Organic Apples: the Role of Social Desirability. Agribusiness: An International Journal. Curtis, K.R., and M.W. Cowee, (2011). Buying Local: Diverging Consumer Motivations and Concerns Journal of Agribusiness 40(1), 1-22. Curtis, K.R., (2011). Are All Direct Market Consumers Created Equal? Journal of Food Distribution Research, 42(1), 26-33. Govindasamy, R. and V. S. Puduri. Puerto Rican Consumers Attitude towards Willingness to Pay a Premium for Ethnic Produce: An Econometric Analysis, Quarterly Journal of International Agriculture, 50 (2011), No.2: 121-131. Govindasamy, R., V. S. Puduri and J. E. Simon. Willingness to Buy New Ethnic Produce Items: A Study of Latinos in the East-coast U.S., HortTechnology, 21 (2011): 202-207. Govindasamy, R. and V. S. Puduri. Hispanic Consumers Perceptions towards Locally Grown Ethnic Produce: A study from the East-coast U.S., Renewable agriculture and Food System.26 (2011): p 38-45. Govindasamy, R., V. Puduri and J. E. Simon. Hispanic Consumers Perceptions towards Organically grown Ethnic Produce: A Logistic Analysis, African Journal of Agricultural Research, 5(24), 18 December, 2010: p 3464-3469. Govindasamy, R., R. VanVranken, W. Sciarappa, A. Ayeni, V. S. Puduri, K. Pappas, J.E. Simon, F. Mangan, M. Lamberts and G. McAvoy. Ethnic Crop Opportunities for Growers on the East Coast: A Demand Assessment, Journal of Extension. 48(2010), [online]. http://www.joe.org/joe/2010december/pdf/JOE_v48_6rb2.pdf Hinson, R. 2011. Projected Costs for Selected Louisiana Vegetable Crops  2011 Season. AEA No. 270, Department of Agricultural Economics and Agribusiness, LAES, LSU AgCenter, La. State University, Baton Rouge, 89 pp. Hu, W., T. A. Woods, S. Bastin and L. J. Cox, Analyzing the Demand for New Value-Added Product: Case of Pure Blueberry Sweetener Journal of International Food and Agribusiness Marketing. 23(1): 56-72, 2011. Hu, Wuyang, Timothy Woods, Sandra Bastin, Linda Cox, and Wen You, Assessing Consumer Willingness to Pay for Value-Added Blueberry Products Using a Payment Card Survey, Journal of Agricultural and Applied Economics, 43(2):243-258, 2011. Jablonski, B.R, J. Perez-Burgos, and M.I. Gómez. 2011. Food Value Chain Development in Central New York: CNY Bounty. Forthcoming, Journal of Agriculture Food Systems Planning and Community Development. Kelley, K., J. Hyde, J. Travis, and R. Crassweller. 2010. Assessing consumer preferences for scab-resistant apples: A sensory evaluation. HortTechnology. 20(5):885-891. Marvin T. Batte, Wuyang Hu, Tim Woods, and Stan Ernst, Assessing the Contribution of Local Production, Organic Certification, Nutritional Claims, and Product Branding on Consumer Food Choices: A Conjoint Experiment forthcoming in European Review of Agricultural Economics, doi: 10.1093/erae/jbr039 Moser, R. R. Raffaelli and D. Thilmany-McFadden. 2011. Consumer Preferences for Fruit and Vegetables with Credence-Based Attributes: A Review. International Food and Agribusiness Management Review. Volume 14, Issue 2, 2011. Pp. 121-41 Onozaka, Y., G. Nurse and D. Thilmany McFadden .2011.  Defining Sustainable Food Market Segments: Do Motivations and Values Vary by Shopping Locale? American Journal of Agricultural Economics. 93(2): 583-589 Onozaka, Y. and D. Thilmany McFadden. 2011. Does Local Labeling Complement or Compete with Other Sustainable Labels? A Conjoint Analysis of Direct and Joint Values for Fresh Produce Claims. American Journal of Agricultural Economics. February 93(3) 689-702. Puduri, V.S and R. Govindasamy. Asian Consumers' Willingness to Buy Locally Grown Ethnic Produce: A Study from East-coast United States, Journal of Sustainable Agriculture, Vol.35 (5), 2011: 511  521. Puduri, V. S., R. Govindasamy, J. J. Myers and ODierno, L.J. Consumer Attitude towards Pricing of Live Aquatic Products, Aquaculture Economics and Management, 15 (2011):118-129. Puduri, V. S., R. Govindasamy, and I. Vellangany. "Willingness to Buy GM Foods: An Analysis of Plant and Animal Origins in the United States", The IUP Journal of Agricultural Economics, VIII (2011): p. 47-63. Schmit, T., Gómez, M.I. 2011. Developing Viable Farmers Markets in Rural Communities: An Investigation of Vendor Performance Using Objective and Subjective Valuations. Food Policy, 36 (2): 119-127. Woods, Timothy, Jack Schieffer, and Sayed Saghaian, Winery Integration Strategies in the Mid-South and Mid-Atlantic States, forthcoming in Journal of Agribusiness Poster research reports: The Economic Impact of New Technology Use in the US Apple Industry. Agricultural and Applied Economics Association Annual Meeting, Poster, July 2011, with Nichole Busdieker. Blogs Posted at: http://extension.psu.edu/farm-business Can YouTube be used to help you market your ag. business? Part I. Oct. 1, 2010 Can YouTube be used to help you market your ag. business? Part II Oct. 5, 2010 Marketing to women: Strategies to attract her to your store and keep her there. Oct. 8, 2010 Tips and techniques you can use in the retail outlet to appeal to your female customer. Oct. 12, 2010 How does your product offering grow? Oct. 15, 2010 Adding to your product mix  before, during, and after you commit to selling niche products. Oct. 19, 2010 You have the space, now use it! Oct. 23, 2010 Events  know when and how to host them. Oct. 27, 2010 Monitoring your businesss online presence. Nov. 1, 2010 Inviting consumers to post reviews on your website. Nov. 4, 2010 Responding to customer reviews. Nov. 8, 2010 Additional web and email monitoring tools. Nov, 8, 2010 Learning directly from your customers. Nov. 11, 2010 Adapting flash sales website strategies to drive business to your site and store. March 3, 2011 Collaborating with complementary businesses. March 9, 2011 Fact Sheets: http://extension.psu.edu/farm-business/value-added-marketing-series Social media for agricultural businesses: YouTube 2010 Developing email lists 2010 Email newsletters 2010 Internet Marketing: Monitoring the effectiveness of your web presence Feb 2011 Internet Marketing: Monitoring online discussion about your business Feb 2011