Brief Summary of Minutes of Annual Meeting

The meeting was called to order at 1:30 p.m. Advisor Robert Shulstad addressed the group by speaker phone. Dr. Shulstad discussed a change in philosophy. The USDA wants to facilitate an increased ability to work with each other. This will be implemented through funding applications. Small groups of researchers will have access to NIFA funding. This is more flexible than in recent years. He suggests that S1050 members may want to make a trip to Washington DC to talk with their program director. He suggested for members to seek funding for regional travel. He invited questions from the group. Dawn Thilmany suggested that group members take side trips to Washington DC next year when the S1050 meeting is in Philadelphia. The report is due in 60 days. It should cover the period December 2013 to November 2014. Stan Ernst brought up the change in many grant review panels to phone call only discussions. Jennifer Dennis reported that she had to step away from a panel because of her concerns. Dawn Thilmany called for an assessment of panel effectiveness. Dawn Thilmany moved to accept the minutes from the previous meeting. Ramu Govindasamy seconded. The minutes were unanimously approved. 1. Introductions and State Reports. Each member reported on their activities (comments below are brief summaries). a. Dawn Thilmany: Reported on her activities with a Market Maker team in extension and education. She is documenting wine impacts in the limited grape growing regions in Colorado. She is collaborating on sensory studies and received a beginning farmer grant. She is engaged in farmers’ market price reporting and establishing best practices for IMPLAN studies. b. Jennifer Dennis: Reported that she is using eye tracking technology to study consumer behavior. She is also working with schools on their menus and procurement with the Farm to School Program. She is also studying farmers’ markets. She took over as Editor of the Journal of Food Distribution Research. She shortened the turnaround time from manuscript submission to publication. c. Alba Collart: Reported that she has been analyzing the farm bill and implications for specialty crops. She is conducting experimental auctions for blueberries with information about health benefits. d. Kathy Kelley: Reported that she collaborating with Brad Rickard and Ramu Govindasamy on marketing wine from Pennsylvania, New Jersey, and New York. She is also working on a farm to school project and a peach project. On fresh peaches, she is studying how characteristics affect consumer willingness to pay. e. Lydia Zededa: Reported that she has a cooperative agreement to study a mobile market for fruits and vegetables. She is also studying the impact of food pantries and food waste. She analyzes the impact of food labels, including local, state product, and sustainability labels. f. Esendugue Greg Fonsah: Reported that he is studying tomatoes, blueberries, and bananas. g. Marco Palma: Reported that he is studying consumer behavior, including taste, credence attributes, health attributes, fairness. In response to the Farm Bill, he is studying redistribution of public funds. He conducts economic experiments, including how too much choice results in overload. h. Ramu Govindasamy: Reported that he received an SCRI grant on ethnic greens. He also received a FSMIP grant to work on agro tourism. i. Tim Woods: Reported that he is working on a national survey on Community Supported Agriculture (CSAs). He is also analyzing how frozen blueberries can fit into the farm to school program. He is studying markets for wine and local foods. He is investigating restaurant rewards and Kentucky Proud products. j. Margarita Velandia: Reported that she is working on producer perceptions of state sponsored marketing programs, tomato budgets, and biodegradeable mulches. k. Lurleen Walters: Reported that she is investigating local food marketing in the southeastern United States and local food hubs. l. Kim Morgan: Reported that she recently changed universities. She is using Market Maker at Virginia Tech. She is analyzing markets for specialty crops, especially blueberries. m. Ruby Ward (for Kynda Curtis): Reported that she is working on projects on food tourism and CSA membership. She is studying markets for local foods and onions. n. Alvin and Laura Huang: Reported that he is evaluating markets for turmeric, which has similar properties as ginger. He is analyzing “buy local” products. He organized a high school cooking contest with at least two local ingredients. o. Jill McCluskey: Reported that she is a co-PI on a new FSMIP grant to assess the cider market. She is also analyzing mechanisms for commercialization of new crop varieties with a focus on apples. She analyzing quality differentiation and reputation issues for Washington products and examining consumer acceptance of new technology. p. Cathy Durham: Reported that she is developing a protocol for entrepreneurs to evaluate their market readiness. It is funded by a USDA-FSMIP grant. In response to others reports on new efforts to find markets and value-added products for blueberries she noted that there has been a great deal of activity in Oregon in product development for blueberry products to be used in farm to school programs and value-added recipes that other states attempting to find new value-added uses may find helpful. q. Stan Ernst: Reported that he is studying food safety knowledge and practices for leafy greens. He is producing enterprise budgets and evaluating e-grocery models. 2. Review S-1050 2014 Objectives and Work Plans a. Organized conference sessions: Plan for session at the WERA 72 meetings. Plan to submit sessions at the WAEA meetings. b. Joint grants submitted: SCRI grant proposals submitted by group members, including Jill McCluskey and Cathy Durham. 3. Plan for 2015 coordinated activities. Potential outlets a. Theme issue for journal outlet in 2015: James Sterns will organize with a possible special issue of a journal. b. Multi-state grants. The group will evaluate the need for coordinated collection of price reporting and analysis from farmers’ markets. The objective is to evaluate short supply chains and trends in small markets. 4. Plan for 2015 joint presentations. Potential meetings a. Program role for 2015 FDRS Meeting (Philadelphia, PA) b. Track sessions at 2015 AAEA Meeting c. Other targeted professional events: WERA-72 (proposals normally due mid-February), National Grocers Association, and Horticulture meetings (Jennifer Dennis will lead). Propose to invite AMS to moderate a conference session on price data collection. Marco Palma is hosting/organizing the National Value Added Conference in Austin, TX May 18-20, 20-15. 5. Continued recruitment of new members through professional affiliations: plan to review an updated list of members. Started a S1050 Facebook Group. The group should recruit members from large states. 6. Adjourned at 4:40 p.m.

Year-End Report by Objective: Objective 1: Develop demand and market valuation models for the produce sector that can be used to evaluate effects of increasingly complex product differentiation schemes (organic, enhanced health claims, biodynamic), trade, commodity marketing programs, labeling programs (local, food miles, Fair Trade), traceability systems, and food safety events in the U.S. produce markets. Colorado State University CSU faculty and students are focusing their demand and market valuation studies on wine, local foods, and different levels of the supply chain for fresh produce. There appear to be future opportunities to expand the farmers market price reporting (led by Martha Sullins) to better explore direct market price dynamics. A past graduate student worked on this while a visiting scholar at Cornell University. In response to some barriers reported in the 2012 Colorado wine economic impact study for the Wine Industry Development Board, there is a new project on consumer perceptions and potential adoption of varietal hybrids. If there is a sufficient number of Colorado wine consumers who appreciate blends that use more “hardy” grape varieties, it would help address the production constraint the state currently faces. Cornell University Nielsen Homescan data will be used to examine demand for baby food products with non-GMO labels, and notably for baby food products that are made using fruits and vegetables. I will also use the same dataset (work with Marco Costanigro from CSU) to examine how consumer demand for variety is impacted by state laws; here we focus on state laws that restrict the retail availability of wine. Oregon State University Catherine Durham is currently in the midst of work on a USDA-FSMIP grant for ‘Simplified Consumer Testing and Market Analysis for Value-Added Producers and Entrepreneurs” funded to develop a protocol for consumer testing by food entrepreneurs (Objective 1 and 2). A progress report was given at the Food Distribution Research Society Annual Conference. During this meeting she made plans with Tim Woods, Kentucky (Kentucky) on plans to test the protocol in Kentucky in 2015 and discussed its adoption with Kynda Curtis (Utah State) and Stan Ernst (Ohio State) in their states. Durham is currently revising a publication examining impact of health claims on purchase intent towards colored flesh potatoes (Objective 1) and on the impact of farmers markets on artisan food makers (Objective 2). Durham is also completed contributions to a USDA-Value Added Producer Grant Feasibility Study for a pear producer on the development of a freeze-dried processing facility and helped them develop a successful working capital grant application (Objective 3). James Sterns presented a paper in the S1050 co-organized paper session at the 2014 WERA-72 Annual Meeting (Objective 2) and developed a white paper (Objective 3) and for the biannual Northwest Agribusiness Executive Seminar held Nov. 4, 2014. The Pennsylvania State University Kathy Kelley is working with Ramu Govindasamy (Rutgers University), Brad Rickard (Cornell University), and other researchers at these universities to assess interest in mid-Atlantic wines and social media tools used to connect with wineries and tools that would be desirable to build these connections. Other research has been conducted to better understand the mid-Atlantic consumers attitudes and purchasing behaviors concerning fresh peaches and value added processed preach products. Research focusing on investigate consumer peach consumption and to fulfill research objectives and identify “likely buyers” was completed in 2014. Along with other researchers from Penn State and researchers from Iowa and Delaware, farm to school studies are being conducted to learn abut the challenges and priorities that schools, parents, and farmers have with having access to fresh produce during lunch periods. Rutgers University To increase profitability, many farmers have been adopting the move towards growing specialty crops. Specialty crops are non-commodity crops, and have unique characteristics for which consumers are typically willing to pay a premium. Niche crops are usually targeted toward a specific, small consumer base such as Asian and Hispanic population. Since the ethnic population in the east-coast states from Florida to Maine including Washington D.C. has been growing steadily in the past decade, producing and marketing ethnic greens and herbs could be a profitable venture for east coast growers. The growing immigrant population also brings a niche demand for familiar foods of their homelands. The increasing immigrant population has also led to an increase in the number of produce stores that cater to ethnic consumers. The total population of United Stated increased by 9.5% from 282.1 million in 2000 to 309 million in 2010. From 2000 to 2010, Hispanic population increased by 34% from 35.6 million to 47.8 million, while Asian population increased by 32% from 10.7 million in 2000 to 14.2 million in 2010, which exceeded a 9.7% growth rate for the mainstream population in this time period. The U.S. Census data also project that the New York State and Maryland, each with 40% of the projected population being minority, are among the next set of states to become “majority-minority” state. The rapid expansion of ethnic populations presents significant opportunities for organic and conventional fruit and vegetable producers in the region to take advantage of their close proximity to densely populated areas. Organic sector is one of the fastest growing agricultural markets in the U.S and sales of organic products have increased on average by 20% annually since 1990. Ethnic communities’ organic produce consumption is also significant contribution to the produce market. But so far no study has been made significant attempt to document ethnic consumers’ willingness to buy organic ethnic greens and herbs. The main objective of this study is to gather market information on ethnic customer behavior towards willingness to buy organic ethnic greens and herbs in the east-coast region of United States. The paper attempts to present the results of socio-economic characteristics of ethnic consumers and their willingness to buy organic ethnic greens and herbs. A survey questionnaire was prepared for ethnic groups including Hispanics and Asians in east-coast region from Florida to Maine including Washington DC and based on random sampling, 1,117 samples who purchased ethnic greens and herbs were interviewed in 2010 (Chinese-276, Asian Indian-277, Mexicans-280, and Puerto Ricans-284). The survey instrument asked respondents whether they were willing to buy organically grown ethnic produce, and based on this, a logit model was developed to predict the willingness to buy organically grown ethnic greens and herbs. Of the total sample, 75.2% of the respondents were willing to buy organically grown ethnic greens and herbs. The results from the logit model indicate that the chi-square statistics exceeds its critical value and, thus, rejects the null hypothesis that none of the explanatory variables is statistically significant. Furthermore, the model achieved 87.11% success in-sample prediction rate. Out of forty independent variables, ten variables are statistically significant at least at the 10% level. In the logit model, among the four ethnicities, Chinese was the dropped category. The coefficients of each of the included ethnicity namely Asian Indians, Mexicans and Puerto Ricans was negative, indicating these ethnicities are less willing to buy organic ethnic greens and herbs compared to Chinese. The variable AVAILABILITY indicated that better availability and wider variety of ethnic greens and herbs positively influence consumers’ willingness to buy organic ethnic greens and herbs. The variable FOODSAFETY indicated that those who are concerned about food safety are more likely willing to buy organic ethnic greens and herbs. Those who read food label and those who use ethnic greens and herbs for health reasons are more likely willing to buy organic ethnic greens and herbs. As expected, income played an important role in the willingness to buy organic ethnic greens and herbs. Those with income of less than $20,000 and those with income of between $20,000 and $40,000 are likely willing to buy organic ethnic greens and herbs compared to respondents with an annual household income of at least $80,000. Utah State University Faculty have focused on the following: -Continuation of Building Farmers in the West – Intermediate and beginning tracks in UtahContinuation of Utah Farm Chef Fork – Three workshops held with producers and Chef in Utah -Started Agritoursm/Food Tourism program – One workshop last summer, 8 more in the next year -Completed 2 and 5 acre small-scale fruit/vegie budgets for Utah and Strawberry hoop house budgets -Urban and Small Farm Conference, held annually in Utah in February Kynda Curtis is primarily focusing on agritourism and food tourism in terms of small farm diversification and consumer studies on interest in food tourism activities. Will also be doing work on organic wheat and wheat product demand for the next few years. CSA membership impacts on consumer spending, attitudes, food prep, etc. is ongoing. Ruby Ward is focusing on risks and inputs for onions. Some continued work on local foods, CSA membership, and similar. University of Delaware Title of Project: Purchasing Location And Willingness To Pay For Organic Grape Tomatoes. The research was designed to accomplish two research objectives. These were: “Perceptions and Willingness to Pay for Organic Grape Tomatoes Based on Purchasing Venue.” The purpose here was to see if people view an organic commodity such as grape tomatoes differently depending on where they are purchased. The purchase locations examined were: traditional supermarkets, supercenters, farmers markets, and fresh format stores. Examination included real WTP bids using BDM mechanism and questions regarding perceptions of the safety, health and nutrition, and trust in the organic label for grape tomatoes from each of the listed locations. “The Effect of Information on Food Safety and the FSMA on Willingness to Pay for Organic Grape Tomatoes.” This study commenced directly from the first and relied on the information gained in it to establish the base line. From that point two treatments were conducted. The first presented the consumers with information on the FSMA, including the exemption for farmers selling directly to consumers (e.g. at farmers markets) while the second presented that information plus facts regarding food safety issues with tomatoes. Both treatments were then asked WTP by purchasing venue again in addition to follow up questions to better understand any changes. Preliminary Results: The total number completed surveys were 107. The actual interview process started in late July and was completed early October. We are in the process of analyzing the data. Title of Project: Transitioning a Farm to Organic Production and Marketing Project Objectives: 1. Determine the necessary steps involved in transitioning into organic production 2. Develop a plan that describes how to effectively convert from conventional to organic production. 3. Identify marketing alternatives that are conducive to organic products. 4. Describe the process of making the conversion from conventional to organic production and marketing. The purpose of this project is to develop production and marketing guidelines deemed necessary for transitioning from conventional into organic production. The material to be develop will be designed specifically for organic food production and marketing in the Mid-Atlantic Region (Delaware, Maryland, and Pennsylvania). Title of Project: Does Region Of Origin Impact Consumer Willingness-To-Pay For Fresh Fruit? The purpose of this project is to study how consumer WTP for fruit is impacted by its region of origin – examining the validity and profitability of COOL for fresh fruit. Such an examination would lead to valuable insight for policy makers and producers worldwide, assisting them in making more educated and profitable decisions for all parties involved. Results from the study will be written up and submitted for publication in 2014 in either the Journal of Food Distribution or Agricultural and Resource Economics Review. Additionally, the results will be submitted for presentation at a professional meeting such as the Northeastern Agricultural and Resource Economics Association. University of Georgia Esendugue Greg Fonsah is involved in a $2.1 million multi-state, multi-institution and multi-discipline USDA NIFA SCRI grant entitled “Disease-Resistant Seedless Muscadine Grape Cultivars Utilizing Eco- and Consumer-Friendly Cisgenic Modification Technologies” with Dr. Dennis J. Gray, UFl/IFAS, Apopka serving as PI. Additionally, a $624,148.40 multi-state, multi-institution and multi-discipline “Environmental and Economic Costs of Transitioning to Organic Production via a Sod-Based Rotation and Strip Tilling in the Southern Coastal Plain” with Peter C. Anderson, UF (P.I); University of Nebraska-Lincoln Lia Nogueira working on three papers related to this objective. The first one: “The Economic Impact of New Technology Adoption on the US Apple Industry” uses dynamic simulations to evaluate the impact of new technologies to control fire blight on apple consumption and production as well as world trade. This paper is under revise and resubmit at JARE. In the second one: “The Effects of Changing SPS Barriers to Trade on Revenue and Surplus”, I characterize a full export model to estimate the effects of changing SPS barriers to trade on Washington State apples in China, India, Mexico and Taiwan. I use the SPS cost elasticities obtained from the export supply equations in revenue and surplus simulations. This paper needs some work on the model and I expect to work on this the next two months. Finally, in a paper titled: “Economic Incentives to Impose SPS Barriers to Trade for Apples”, I derive a theoretical framework for the imposition of SPS barriers to trade for apples to analyze the economic incentives for countries to impose these SPS barriers. This paper is in an earlier stage of development, and I plan on working on it starting this summer. University of Wisconsin Madison Dane County Farmers’ Market vendor and consumer surveys planned for 2015 to evaluate conversion rates (sales to traffic), what impedes greater sales, and how to facilitate increased sales. Proposed Hatch project to expand this study to all Wisconsin farmers’ market vendors and consumers. Consumer perceptions and awareness of food waste – an experimental economics project. How aware are consumers of food waste and its impacts? What are consumers’ food waste behaviors and how do they vary by food type, cooking and shopping behaviors and socio-economic factors? Can visual and/or written information about the economic, social and environmental impacts of food waste increase their awareness? Experimental auction to evaluate preferred food labels: buy fresh buy local, food miles and state promotion labels. Qualitative study of what local means to consumers and producers. Interviews of producers, consumers and distributers about their perceptions of local food. Objective 2: Analyze the relative benefits and costs, to producers and consumers, of government and industry-led marketing and policy programs (certifications, Leafy Greens marketing order, Country of origin labeling, farmers markets) using both theoretical approaches and empirical evidence from multi-state applied research projects. Colorado State University Martha Sullins, an Extension Small Farm Specialist is finishing the project to explore the cost implications of food safety compliance in the Colorado produce industry, in partnership with Thilmany and a new post-doc, Becca Jablonski. Workshops have been conducted throughout 2014, and fact sheets and publications are in development. This work is in cooperation with the Colorado Department of Agriculture and Cornell University’s Produce Safety Alliance. A case study on Two Rivers Winery’s role in a new Wine Quality initiative was also developed this year for a series on entrepreneurs, social capital and local food systems for the National Rural Economic Development Policy Center. More information on the Wine Quality program is available here: http://www.winecolorado.org/colorado-quality-alliance/. Marco Costanigro, in partnership with Brad Rickard at Cornell University, is working on analyzing the effect of different State-level alcohol distribution laws on the variety of choices available to consumers. The research will empirically test the hypothesis that regulations forbidding alcohol in grocery stores increase choice variety (by increasing the number of specialized liquor stores). Marco Costanigro is working with Kent Messer (University of Delaware) and Harry Kaiser (Cornell University) on a paper describing the effect of production process labels on consumer choices and technology adoption. The paper is directed to a lay audience and will be published by the Council for Agricultural Science and Technology (CAST). Cornell University In 2015 Brad Rickard plans to conduct a laboratory study (with Norbert Wilson at Auburn) to examine factors that are considered to impact food waste. Here we focus on the role of: i) package size, ii) product type, and iii) date labels on the likelihood that consumers will increase food waste. We examine packaged salad greens as one of the products in this study. Different treatments will examine date labels that use the following language: Best by, Use by, and Freshest by; this is done as a way to disentangle messages that appear like food safety messages versus those that appear like food quality messages. During 2014 and continuing into 2015 I am working with colleagues at USDA-ERS on a cooperative agreement examining the likely effects of the proposed EU-U.S. free trade agreement (TTIP) on fruit and vegetable trade. Here we are paying special attention to the role of SPS and other non-tariff barriers that are in place and how relaxation of these regulations may affect trade flows. Rutgers University The concept of farm to consumer direct marketing has been popularly known to create opportunities for farmer-consumer relationship and enhance the sustainability of local farming business. In the U.S., small and medium growers have limited land and capital resources which affects the economic viability of the small farm business. Agri-tourism and direct marketing are used by these enterprises to supplement farm income. Agri-tourism may include a wide range of farm-related products and services that are educational, interactive, or recreational in nature. Direct marketing methods are able to break common obstacles such as farm size, delivery logistics, limited marketing budget, and labor constraints etc. Against this back ground, the present study analyzes consumer’s participation in direct market activities. An Internet survey pertaining to direct marketing and agri-tourism was conducted to document the characteristics of consumers, who buy at farmer-to-consumer direct market outlets and/or visit agri-tourism operations in the Mid-Atlantic States during June and July, 2010. A total of 1,134 participants completed the survey from Delaware, New Jersey, and Pennsylvania. Of the questions asked, respondents indicated whether they participated in a direct marketing activities and their willingness to pay a premium for produce at direct marketing outlets. Based on their responses, an ordered probit model was developed at low premium (1-5 %), medium premium (6 -10 %) and high premium (11-100%) to predict respondents willingness to pay a premium for produce at direct marketing outlets. The correct percentage count is 44%, which is estimated over a third of the prediction. The estimated results show that, consumers’ willingness to pay more in order to help preserve farmland or local business is highly significant. This statistical result is consistent with the theoretical belief that the higher the awareness of farmland protection, the higher the premium a concerned consumer is willing to pay. Another environmental awareness related variable, which believes that agriculture will help maintain open space/greenery, is also significant from the data result. As one can observe from the results, greenery awareness is an important concept at a low premium markup. The price of fresh produce is an important factor determining consumer’s willingness to pay at direct market outlets. The direct market outlet operators have to be tactical at marking the prices of goods if they want to increase their earnings. For example an interaction term of gender and price was included in this analysis. Male shoppers who also think that price of fresh produce is better at direct market outlets are willing to pay a higher premium on average compared to female shoppers who don’t think price is better at direct market outlets. As in the case of ethnicity, Caucasians are more willing to pay high premium compared to other ethnicities. Two-year college respondent is 10 percent more likely and willing to pay a low premium compared to those of other educational levels. They are also less likely to be willing to pay a medium or high premium compared to those of other educational levels. This could imply that the magnitude of willing to pay more at direct market outlets are educationally related but will be influenced by other consumer behavior and utility maximization theories. On average, New Jersey residences are less likely to be willing to pay a higher premium on fresh produces for each additional mile they have to travel. However, we discovered an inverse relationship for the mid-Atlantic fresh greens shoppers as a whole. On average, as the travel distance increases, the likelihood of paying a higher premium increase based on each additional mile they have to travel. Based on this results farmers can develop marketing strategies to increase profitability of farm business. The results of the ordered probit model is consistent with past studies and it will help form a coalition of all relevant stakeholders from the Mid-Atlantic States to promote direct marketing and agri-tourism industry in the region and enhance their knowledge of the industry. University of Georgia Esendugue Greg Fonsah is involved in the $419,304 multi-disciplinary USDA AFRI Food Security via USDA/NIFA entitled “Enhanced implementation of integrated management tactics for Tomato yellow leaf curl virus in the southeastern USA.” Rajagopalbab Srinivasan (PI); David Riley, Esendugue Greg Fonsah, Polston Jane E, Vallad Gary Edward, Santos Bielinski M, and Alvin Simmons (Co-PIs), from 2012-2015. He is also involved in the $200,000 SARE grant entitled: “Evaluation of crop rotation and varieties for high value vegetable production in organic and sustainable systems: P.IS: George Boyhan, Esendugue Greg Fonsah, Elizabeth Little, Carroll Johnson, Julia Gaskin, and Carl Jordan (2010 – 2013) University of Hawaii The Hawaii State department of Agriculture (HDOA) sponsored S1050 participant Alvin Huang with a 12-month budget of $99,100 to promote the “Buy Local, It Matters” campaign. The multi-media campaign started in March 2014 to end in February 2015. In this 12-month campaign, we have budgeted $65,000 on production and airing of four 30-second commercials to be aired 50 times per month on an ABC affiliated station (KITV) in Hawaii. Each commercial is to run for a 3-month period. There are only four counties in Hawaii, so each commercial is to focus on one of the 4 counties. The first commercial was to focus on the Honolulu County and has been aired from March to the end of May. The second commercial was to focus on the Big Island County and the third on Kauai County. The point of sale evaluation at the 3 major grocery chains in the state of Hawaii revealed that TV commercials doubled the awareness among long time Hawaii residents, but very little impact on recent “transplants” (military personnel stationed in Hawaii on 3-year duty, and high-tech professionals moved in from Mainland). The new residents tend to watch cable channels and internet, as well as look for their familiar grocery items shipped in from the Continent US. Other S1050 related activities: Collaborate with Tim Woods at Kentucky and Margarita Velandia at Tennessee (both S1050 members) on a new FSMIP grant “Revitalize Hawaii’s Ginger Farming by Marketing Turmeric”, funded for 2 years (2015 to 2016), $80,472. University of Wisconsin Madison “Potential Demand for Local Agricultural Products by Mobile Markets,” USDA Agricultural Marketing Service cooperative agreement 2014-16. This project evaluates the potential of USDA AMS funded mobile food markets as well as mobile food pantries to expand their sales of locally sourced fruits and vegetables. The study will also interview producers about their ability to sell to mobile food markets and food pantries. Objective 3: Assess the changing coordination and supply chain management strategies being implemented in the fruit and vegetable sector and identify strategic organizational and marketing implications for a set of firms that are diverse in terms of commodity, marketing approach and size of operation (including small and mid size farms). Colorado State University CSU began work with Oklahoma State University and a larger Advisory Board to explore best practices, economic benchmarks and potential economic development implications of different food system innovations with support from a NIFA-AFRI grant. An article and posters were developed to share with peers throughout the country to solicit case studies, project reports and ideas of how to fully represent initiatives that are emerging across the U.S. CSU’s work with Building Farmers in the West (Utah members are also on the team), integrates findings on direct market prices, costs of supply chain management and regulatory compliance into keeping the short course curriculum current (it has run since 2006). University of Georgia Esendugue Greg Fonsah is involved in “Economics Analysis of various fruits and vegetable including leafy greens in the state of Georgia." He is also the PI of the banana as a potential new commercial crop for ornamental and landscape use, nursery and alternative energy and food consumption in the southeast region of the United States. University of Nebraska – Lincoln Lia Nogueira working on a paper titled: “Local Wine Expenditure Determinants in the Northern Appalachian States”, with Tim Woods, Shang-Ho Yang and Xueting Deng. This paper will be part of a special issue of the Journal of Food Distribution Research. This study examines wine expenditure patterns for 1,609 wine consumers in this four state region. Approximately 40% of these consumers had tried a local wine during the past 12 months. The determinants of local wine expenditures are explored including variables measuring wine consumption frequency, common price points, wine knowledge, past experience with local wine, general support for local food, and various lifestyle factors. Implications from these expenditure models are drawn to help local wineries better evaluate absolute purchases and market penetration. Virginia Tech Kim Morgan has been focusing on the following issues: Bringing Market Maker online to Virginia. She is currently serving on the National Market Maker Policy Advisory Committee and State Partners Board; Beyond commodity marketing two-day in-service; A SRMEC grant focused on developing and delivering workshops, case studies and toolkit targeting new and beginning farmers to help them manage financial and labor issues inherent to this grower demographic; Developing a Kohl Centre undergraduate course integrating student teams to provide an experiential learning opportunity for interdisciplinary student teams to craft integrated solutions related to management and mitigation of major economic risk areas (management, marketing, financial, human and regulatory) faced by Virginia’s stakeholders; a USDA NIFA Beginning Farmer and Rancher Development with Ag Ed and Evaluation Specialists; and she is an eXtension.org All About Blueberries Community of Practice leader. Washington State University Jill McCluskey is supervising a doctoral student who is estimating demand for organic and sustainable wine. McCluskey is a co-Principal Investigator for a FSMIP project to study the market for hard cider. Vicki McCracken is studying consumer demand for apples. S1050 Co-Sponsored Session at WERA-72 Meeting In 2014, five S1050 members participated in a co-sponsored session at the WERA-72 meetings. The session was titled: “Innovations in Short Supply Chains for Horticultural Products.” The following is a list of presented papers: Paper 1 Title: The Evolution of the CSA Business Model. Author: Timothy Woods, University of Kentucky Paper 2 Title: Food Consumption Attitude and Behavioral Change among CSA Members. Authors: Kynda R. Curtis, Karin Allen, and Ruby A. Ward Paper 3 Title: Dollars for Dollars – Comparing research funding levels and relative sales data for select direct marketing supply chains and differentiated food products. Author: James A. Sterns, Oregon State University Paper 4 Title: Local Wine Expenditure Determinants in the Northern Appalachian States. Authors: Xueting Deng (University of Kentucky), Lia Noguiera (University of Nebraska), Shang-Ho Yang (National Chung Hsing University), and Timothy Woods (University of Kentucky) Paper 5 Title: Using Audience Response Systems for Extension Programming Impact Evaluation: Findings from Market Ready Farm-to-Restaurant Workshops Conducted in Mississippi and Arkansas. Author: Kimberly L. Morgan, Virginia Tech The authors are preparing manuscripts that will be submitted in early 2015 for publication in the Journal of Food Distribution Research.

Outreach/Industry Presentations: Arumugam. S, R. Govindasamy, I. Vellangany and L.Y. Tzu. (2014). “Predicting Consumer Participation in Community Supported Agriculture Activity in the mid-Atlantic Region: A Logit Analysis,” Food Distribution Research Society Conference. Salt Lake City, Utah, November 3-5. Bauman, A, B. Jablonski, B. Daniels, B. Angelo, D. Shideler, D. Thilmany and M. Taylor. (2014). “An Evolving Classification Scheme of Local Food Business Models.” Poster at the eXtension CLRFS 2014 Food Security Conference. Cleveland, Ohio, September 29 to October 1. Bauman, A, B. Daniels, B. Angelo, D. Shideler, D. Thilmany and M. Taylor. (2014). “Herding CATS (Community Agriculture Technicians and Systems)? A Classification Scheme of Local Food Business Models.” Poster at the 9th Annual Conference of the National Association of Community Development Extension Professionals. Grand Rapids, Michigan, June 2014. Boyhan, G., J. Gaskin, E. Little, E.G. Fonsah, S. Kaninda and S. Tate. (2014). “Organic Cool Season Crop Rotation.” Green Acres’ 17th Annual Conference & Expo, Jekyll Island, Georgia, February 21-22. Boyhan, G., J. Gaskin, E. Little, E.G. Fonsah, S. Kaninda and S. Tate. (2014). “Organic Cool Season Crop Rotation.” Winter School Conference, Rock Eagle, Georgia, January 22-24. Durham, C.A., A. Colonna, D. Long and S. Masoni. (2014). “Consumer Testing for the Local Food Start-Up.” Food Distribution Research Society Annual Conference, Salt Lake City, Utah. November 2-5. Durham, C. “Green Labeling” for the Organic and Third Party Certifications Practicum April 17, 2014. Fonsah, E.G. (2014). “Southern Crops Outlook for 2014: Fruit & Vegetable Outlook.” Organized Symposium 5, Southern Agricultural Economics Association (SAEA) Annual Meetings, Sheraton, Dallas Hotel, Dallas, TX, February 1-4. Govindasamy. R., L.Y. Tzu, S. Arumugam and I. Vellangany. (2014). “Willingness to Pay a Premium for Produce at Direct Marketing Outlets: An Ordered Profit Analysis,” Food Distribution Research Society Conference. Salt Lake City, Utah, November 3-5. Kaninda, T.S, and E.G. Fonsah. (2014). “Assessing the Impact of Migration and Remittances on Technology Adoption in Rural Senegal.” Southern Agricultural Economics Association (SAEA) Annual Conference, Sheraton, Dallas Hotel, Dallas, TX, February 1-4. Kaninda, S., E.G. Fonsah, G. Boyhan, J. Gaskin, E. Little and S. Tate. (2014). “Economic Analysis of Organic Cool Season Crop Rotations.” Green Acres’ 17th Annual Conference & Expo, Jekyll Island, Georgia, February 21-22. Kaninda, S., E.G. Fonsah, G. Boyhan, J. Gaskin, E. Little and S. Tate. (2014). “Economic Analysis of Organic Cool Season Crop Rotations.” Winter School Conference, Rock Eagle, Georgia, January 22-24. Kelley, K. (2014). “Understanding Wine Customers, Their Needs and Wants, and How you Can Appeal to Them.” B.E.V. NY, Waterloo, NY, February 27. Kelley, K. (2014). “Social Media Networks Wineries Should Use to Connect with Consumers.” B.E.V. NY, Waterloo, NY, February 27. Kelley, K. (2014). “Marketing to the Mobile Consumer.” Mid-Atlantic Fruit and Vegetable Convention, Hershey, PA, January 30. Kelley, K. and R. Primrose. (2014). “Consumer Peach Purchasing Behavior and Preferences.” Mid-Atlantic Fruit and Vegetable Convention, Hershey, PA, January 30. Kelley, K. (2014). “Using Social Media to Let Customers Know what is Happening on the Farm.” Mid-Atlantic Fruit and Vegetable Convention, Hershey, PA, January 29. Kelley, K. (2014). “Retail Layout and Design. Southeast Greenhouse Grower’s Day.” Lancaster, PA, January 23. Kelley, K. (2014). “Social Media for Retail Christmas Tree Growers.” Pennsylvania Christmas Tree Growers Association, Harrisburg, PA, January 17. Morgan, K., E. Stafne, and G. Paylis. (2014). “Expanding the Vision for Blueberry Extension.” National Association of Blueberry Research and Extension Workers Conference, Atlantic City, NJ, June 23-26. Morgan, K. and M. Maples. (2014). “Using Audience Response Systems for Extension Programming Impact Evaluation.” WERA-72 Annual Meeting, Santa Clara, CA, July 1. Morgan, K. (2014). “Market Ready™ Training Sampler.” Virginia Cooperative Extension Beyond Commodity Marketing In-Service Training, Blacksburg, VA, October 10. Morgan, K. (2014). “Market Ready™ Training – Results from MS-AR.” Presented to Bart Fischer, Chief Economist, House of Representatives Committee on Agriculture, Washington, D.C., October 14. Nogueira, L. (2014). “Local Wine Expenditure Determinants in the Northern Appalachian States.” Western Extension and Research Activities Committee on Agribusiness Annual Meeting, July. Nogueira, L. (2014). “Technical Barriers to Trade: Effect on Revenue and Surplus.” Western Agricultural Economics Association Annual Meeting, June. Rickard, B.J. (2014). “Reputation Tapping.” School of Economics and Management, Free University of Bozen-Bolzano, Bolzano, Italy, November 19. Rickard, B.J. (2014). “University Licensing of Patents for Varietal Innovations in Agriculture.” Grenoble Applied Economics Laboratory (a joint laboratory of INRA and of the University Pierre Mendès-France), Grenoble, France, June 6. Rickard, B.J. (2014). “University Licensing of Patents for Varietal Innovations in Agriculture.” Department of Food, Agricultural, and Resource Economics, University of Guelph, May 20. Rickard, B.J., O. Gerguad and W. Hu. (2014). “Trade Liberalization in the Presence of Domestic Regulations: Impacts of the TTIP on Agricultural Markets.” Annual Meeting of the Agricultural and Applied Economics Association. Minneapolis, MN, July 28. Rickard, B.J., O. Gerguad and W. Hu. (2014). “Trade Liberalization in the Presence of Domestic Regulations: Impacts of the EU-U.S. Free Trade Agreement on Wine Markets.” Annual Meeting of the American Association of Wine Economists. Walla Walla, WA, June 23. Rickard, B. (2014). “Entrepreneurship in NYS agriculture: Developing Markets for Snapdragon and Rubyfrost.” Northeast Agribusiness Seminar. Geneva, NY, July 11. Rickard, B.J. (2014). “The Likely Impacts of TPP and TTIP on Wine Markets.” B.E.V. Annual Meeting. Seneca Falls, NY, February 27. Rickard, B.J. (2014). “The Role of Reputation for Emerging Wine Regions in the Eastern United States.” Virginia Vinters Association’s Winter Technical Meeting, Charlottesville, VA, February 1. Rickard, B. (2013). “Looking for Locavores and Locapours: Examining Factors that Influence Restaurant Demand for Local Products.” New York Produce Show and Conference. New York, NY, December 11. Rickard, B. (2013). “Situation and Outlook Report for Fruits and Vegetables.” AEM Agricultural Outlook Conference. Ithaca, NY. December 10, 2013. Sterns, J.A. (2014). “Dollars for dollars-comparing research funding levels and relative sales data for select direct marketing supply chains and differentiated food product,” Selected Paper Presentation at the 2014 WERA-72 Annual Meeting, Santa Clara, CA, July 1. Sullins. M. (2014). “Understanding The Costs of On-Farm Food Safety and the New Regulatory Environment for Fruit and Vegetable Producers.” Western Colorado Food and Farm Forum, Montrose, CO, January 11. Sullins. M. (2014). “Understanding The Costs of On-Farm Food Safety and the New Regulatory Environment for Fruit and Vegetable Producers.” Arkansas Valley River Basin Annual Conference. Rocky Ford, AK, February 6. Sullins. M. (2014). “The Changing Regulatory Landscape” Presentations at workshops in Brighton on February 26 and in Montrose on March 12. Sullins. M. (2014). “What Does Risk Look Like in Farmers Markets?” Colorado Farmers Market Association Annual Meeting. Denver, CO, March 15. Sullins. M. (2014). ”Creating Resilient Farmers Markets in Rural Areas.” San Miguel Watershed Basin Group. Norwood, CO, October 11. Thilmany, D., R. Hill and L. Lohr. (2014). “Defining Best Practices for Economic Development Assessment and Evaluation for Food System Initiatives.” Organized Workshop at the 2014 North American Regional Science Meetings. Washington, DC. November. Thilmany, D. (2014). “Successful Planning for Markets.” Larimer Building Farmers Program, Fort Collins, CO, November. Thilmany, D. (2014). “Solving Hunger —It Starts With You: A Panel Discussion on Community-Based Solutions.” Fort Collins, CO, October. Thilmany, D. (2014). “Strengthening Local Markets through Partnerships and Engagement.” Wyoming Consumer Issues Conference. Laramie, WY, October. Thilmany, D., M. Marshall and M. Sullins. (2014). “Local Food Systems as a Catalyst for Innovation.” 2014 American Applied Economics Association meetings. Minneapolis MN, July. Thilmany, D. (2014). “Leveraging Federal Data Sources: The Case of Local Food Assessments.” CRENET Organized Session at the 2014 American Applied Economics Association meetings. Minneapolis, MN, July. Thilmany, D., M. Marshall and M. Sullins. (2014). “Food Systems and Entrepreneurship.” 2014 National Value Added conference. Baltimore, MD, May. Organizer. Thilmany, D. (2014). “Colorado Perspectives on the Organic Market. Is Organic an Option For Me?” Boulder County Open Space Workshop. Boulder, CO, April. Thilmany, D and A. Card. (2014). “Insights on Colorado Consumers: A Statewide and County Perspective.” Colorado Governor’s Forum on Agriculture.” Boulder, CO, February. Thilmany McFadden, D. (2014). “Strategic Marketing Plans.” Urban Building Farmers Program, February. Thilmany McFadden, D. (2014). “Adapting to the Changing Landscapes for Food Markets.” Western Colorado Food and Farm Forum, January. Thilmany McFadden, D. (2014). “The Economic Contribution of the Colorado Wine Industry.” VinCO, January. Velandia, M. (2014). “Tomatoes: Farmers Markets Prices and Budgets.” 2014 Market Outlook In-service training, Knoxville, TN, October 30; Murfreesboro, TN, November 4; Jackson, TN, November 5. Velandia, M. (2014). “Farmers Markets Sales Data.” 2014 Area Specialists Farm Management Workshop. Chattanooga, TN, June 11-12. Velandia, M. (2014). “Vegetable Prices and Budgets.” 2014 Fruit, Vegetable, and Food Safety In-service training. Pikeville, TN, February 25; Clarksville, TN, February 27. Vellangany. I., R. Govindasamy, S. Arumugam and L.Y. Tzu. (2014). “Empirical Results for the logit Model of WTP New and Novel Ethnic Greens and Herbs,” Food Distribution Research Society Conference. Salt Lake City, Utah, November 3-5. Welch, Dan, and B. Rickard. (2014). “Results from the first year of the Berry Farm Business Summary.” Berry Crops Session as part of the Fruit and Vegetable Expo, Syracuse, NY, January 22. Zepeda L. (2014). “Des Marches Mobiles de Producteurs pour Lutter Contre le Deserts Alimentaires” 3e Colloque de la Chaire Unesco, alimentations du monde (invited presentation in French, “Combatting Food Deserts with Mobile Markets” 3rd colloquium of the UNESCO World Food Chairs). Montpellier, France, January 31. Zepeda, L. (2014). “Organic and Local Food Consumption in the U.S.” SupAgro University Montpellier, France, January 29. Zepeda, L. (2014). “Food Consumption in the U.S.” SupAgro University Montpellier, France, January 29. Zepeda, L. (2014). “Sustainable Consumption.” Community and Environmental Sociology Collective, March 28. Zepeda, L. (2014). “Measuring Effects of Mobile Markets on Healthy Food Choices in Food Deserts.” Department of Urban and Regional Planning, UW-Madison, March 31. Zepeda, L. (2014). “Slow Food UW: Building a Local Food System” Three presentations to three Sophomore classes of AVID/TOPS (college prep for students at risk). La Follette High School, October 10. Proceedings Kelley, K. (2014). “Using Social Media to Let Customer Know What is Happening on the Farm.” 2014 Mid-Atlantic Fruit and Vegetable Conversion Proceedings, pgs. 155-157. Kelley, K. (2014). “Marketing to the Mobile Consumer.” 2014 Mid-Atlantic Fruit and Vegetable Conversion Proceedings, pgs. 221-222. Rickard, B.J. (2014). “Chapter 9: Outlook for Fruits and Vegetables,” in the 2014 New York Economic Handbook. E.B. 2013–18, Charles H. Dyson School of Applied Economics and Management, Cornell University. ? State, Station or Agency: Brandenberger, L., B.A. Kahn and J.R. Schatzer. (2014). “Commercial Production of Fresh Market Tomatoes,” Oklahoma Cooperative Extension Fact Sheet HLA-6019, Revised April 2014, 8 pp. Combs, M., M. Ernst, and T. Woods. (2014). “Center for Crop Diversification Feedback Survey,” AEC Extension Publication AEC-2014-16, http://www.uky.edu/Ag/NewCrops/CCDsurvey.pdf Fonsah, E. G. (2014). “Vegetable” In: 2014 Georgia Ag Forecast. Farm to Port: Maximizing the global impact of Georgia agriculture, Department of Agriculture and Applied Economics, College of Agriculture and Environmental Sciences, University of Georgia, pg. 20. www.GeorgiaAgForecast.com Fonsah, E. G. (2014). “Fruit and Nuts” In: 2014 Georgia Ag Forecast. Farm to Port: Maximizing the global impact of Georgia agriculture, Department of Agriculture and Applied Economics, College of Agriculture and Environmental Sciences, University of Georgia, pp. 18-19. www.GeorgiaAgForecast.com German, C.L., U.C. Toensmeyer, L. Miles, Lenny and J.L. Byers. (2014). “Growing For The Future: How To Transition Traditional Farming Operation To Organic.” Department of Applied Economics and Statistics Research Report, APEC RR14-01, March 2014. Sterns, J. “Challenges and opportunities when accessing international markets.” Commissioned white paper for the Northwest Agribusiness Executive Seminar (a biennial multistate event co-sponsored by the University of Idaho, Washington State University and Oregon State University); presented November 4, 2014, Stevenson, WA. Woods, T. “Horticulture,” in The Kentucky Agricultural Outlook for 2014, ed. W. Snell, K. Heidemann, and S. Isaacs, AEC Extension Publication AEC-2013-21, December 2013. Refereed Conference Proceedings: Ellison, B., J.C. Bernard, M. Pauckett and U.C. Toensmeyer. “Are all Organic Labels treated Equally? The Influence of Retail Outlet on Consumer Perceptions of and Willingness–to-Pay for Organic Tomatoes.” Deng, X. and T. Woods, “What Drives Local Wine Expenditure in Kentucky, Ohio, Tennessee and Pennsylvania? A Consumer Behavior and Wine Market Segmentation Analysis,” Selected Paper prepared for presentation at the Southern Agricultural Economics Association Annual Meeting, Dallas, TX, February 1-4, 2014. Maples, M., K.L. Morgan, A. Harri, K. Hood, and M. Interis, “Consumer Willingness to Pay for Environmental Production Attributes in Tomatoes: A Southeastern Consumer Survey,” Southern Agricultural Economics Association Annual Meeting, Dallas, TX, February 1-4, 2014. URI: http://purl.umn.edu/162504 Rodgers, A.D., A. Harri, K. Morgan, J. Tack, K. Hood, and K. Coble. “Determining Willingness to Adopt Mechanical Harvesters among Southeastern Blueberry Producers,” Southern Agricultural Economics Association Annual Meeting, Dallas, TX, February 1-4, 2014. URI: http://purl.umn.edu/162529 Yang, S.-H. and T. Woods, “The Divergence of Defining Local Food – Consumer Co-op versus Conventional Grocery Shoppers,” Selected paper prepared for the Agricultural And Applied Economics Association meeting, Minneapolis, MN, July 2014. Yang, S.-H. and T. Woods, “Farm Market Patron Responses to Food Sampling – Does it Really Make a Difference?” Selected Paper prepared for presentation at the Southern Agricultural Economics Association Annual Meeting, Dallas, TX, February 1-4, 2014. Refereed Journal: Bai, J., J.J. McCluskey, H. Wang, and S. Min, 2014. “Dietary Globalization in Chinese Breakfasts,” Canadian Journal of Agricultural Economics 62(3):325-341. Balagtas, J.V., B. Krissoff, L. Lei and B.J. Rickard. (2014). “Has U.S. Farm Policy Influenced Fruit and Vegetable Production?” Applied Economic Perspectives and Policy 36(2):265–286. Costa, S., Zepeda, L. and L. Sirieix. (2014). “Exploring the Social Value of Organic Food: A Qualitative Study in France” International Journal of Consumer Studies (38)3:228-237. http://onlinelibrary.wiley.com/doi/10.1111/ijcs.12100/abstract Costanigro, M., O. Deselnicu and S. Kroll, (2014). “Food Beliefs: Elicitation, Estimation, and Implications for Labeling Policy.” Journal of Agricultural Economics. Online 24 Sep 2014. Costanigro, M. and J.L. Lusk. (2014). “The Signaling Effect of Mandatory Labels on Genetically Engineered Food.” Food Policy 49:259–67. Costanigro, M., C. Appleby and S. Menke. (2014). “The Wine Headache: Consumer Perceptions of Sulfites and Willingness to Pay for Non-Sulfited Wines.” Food Quality and Preference 31:81-89. Curtis, K.R., I. Yeager, B. Black, D. Drost and R. Ward, (2014). “Market and Pricing Potential for Extended Season Fresh Produce Sales: An Intermountain West Example.” Journal of Food Distribution Research 45(2):46-65. Curtis, K.R., (2014). “Premium Potential for Geographically Labeled, Differentiated Meat Products.” Journal of Agriculture, Food Systems, and Community Development 4(2):97-111. Curtis, K.R., J.D. Gumirakiza and R. Bosworth, (2014). “Consumer Preferences and Willingness to Pay for Multi-Labeled Produce at Farmers’ Markets.” Journal of Food Distribution Research 45(1):14-20. Govindasamy, R., V. Puduri, K.M. Kelley and J.E. Simon. (2014). “Increased Purchases of Locally Grown Ethnic Greens and Herbs Due to Concerns About Food Miles.” Journal of Food Distribution Research Society 43(3):428-440. Govindsamay, R. and K. Kelley. (2014). “Agritourism Consumer’s Participation in Wine Tasting Events: An Econometric Analysis.” International Journal of Wine Business Research 26(2):120-138. Govindasamy, R., S. Arumugam and I. Vellangany. (2014). “The Influence of Country-of-Origin Labeling for Lentils on Consumer Preference: A Study with Reference to Sri Lanka”, The IUP Journal of Marketing Management, Vol. XIII, No. 3. Gumirakiza, J.D., K. Curtis and R. Bosworth. (2014). “Who Attends Farmers’ Markets and Why? Understanding Consumers and their Motivations.” International Food and Agribusiness Management Review 17(2):65-82. Haas, R., J. Sterns, O. Meixner, D.-I. Nyob and V. Traar. (2014). “Do U.S. Consumers’ Perceive Local and Organic Food Differently? An Analysis Based on Means?End Chain Analysis and Word Association.” International Journal on Food System Dynamics, North America. Available at: http://131.220.45.179/ojs/index.php/fsd/article/view/358/356. Ho, S.-T., B.J. Rickard and J. Liaukonyte. (2014). “Economic and Nutritional Implications From Changes in U.S. Agricultural Promotion Efforts.” Journal of Agricultural and Applied Economics 46(4):593–613. Holcomb, R.B., M.A. Palma and M. Velandia. (2013). “Food Safety Policies and Implications for Local Food Systems.” Choices 28(4). Hu, W., D. Thilmany and D. Pendell. (2014). “Exploring Seasonal Dynamics and the Role of Energy Costs in Regional Apple Markets.” Agricultural and Resources Economic Review. December. Kim, M.K., K. Curtis and I. Yeager. (2014). “An Assessment of Market Strategies for Small-Scale Produce Growers.” International Food and Agribusiness Management Review 17(3):187-204. Lamie, R. D., R. Dunning, E. Bendfeldt, J.M. Lelekacs, M. Velandia and L. Meyer. (2013). “Local Food Systems in the South: A Call for a Collaborative Approach to Assessment.” Choices 28(4). McLaughlin, E.W., H.M. Kaiser and B.J. Rickard. (2014). “Promoting Fresh Produce: A Losing Battle?” Agribusiness: An International Journal 30(4):370–384. Palma, M.A., K. Morgan, T. Woods, and S. McCoy. (2013). “Response of Land Grant Universities to the Increase in Consumer Demand for Local Foods in the South.” Choices 28(4), available at: http://www.choicesmagazine.org/choices-magazine/theme-articles/developing-local-food-systems-in-the-south/response-of-land-grant-universities-to-the-increase-in-consumer-demand-for-local-foods-in-the-south Perla, J., B. Rickard, and T. Schmit. (2014). “Looking for Locapours: Using Zagat Survey® Data to Examine Restaurant Demand for Local Wine.” Agricultural and Resource Economics Review 43(1):69–86. Richards, T.J. and B.J. Rickard. (2014). “Patents as Options: Path-Dependency and Optimal Valuation Strategies.” European Review of Agricultural Economics 41(5): 817–841. Thilmany, D., D. Conner, K. Curtis, K. Liang, K. Mulik, J. O’Hara, M. Sullins and T. Woods. (2013). “Researching Market and Supply Chain Opportunities for Local Foods Systems: Setting Priorities and Identifying Linkages,” Journal of Agriculture, Food Systems, and Community Development, 3(4):131-137, http://dx.doi.org/10.5304/jafscd.2013.034.018 Velandia, M., C. Clark, D.M. Lambert, J.A. Davis, K. Jensen, A. Wszelaki and M. Wilcox. (2014). “Factors Affecting Producer Participation in State-Sponsored Marketing Programs By Fruit and Vegetable Growers in Tennessee.” Agricultural and Resource Economics Review 43(2):249-265. Woods, T., M. Velandia, R. Holcomb, R. Dinning and E. Bendfeldt. (2014). “Local Food Systems Markets and Supply Chains,” Choices 28(4), available on line at: http://www.choicesmagazine.org/choices-magazine/theme-articles/developing-local-food-systems-in-the-south/local-food-systems-markets-and-supply-chains Woods, T., L. Noguiera and S.Yang. (2014). “Linking Wine Consumers to the Consumption of Local Wines and Winery Visits in the Northern Appalachian States,” International Food and Agribusiness Management Review 16(4):181-204. Zepeda, L., A. Reznickova and L. Lohr. (2014). “Overcoming Challenges to Effectiveness of Mobile Markets in US Food Deserts” Appetite (79):58-67. http://www.sciencedirect.com/science/article/pii/S0195666314001470# Zepeda, L., Reznickova, A., Russell, W. and D. Hettenbach. (2014). “Does Community Supported Agriculture Create Symbolic Value?” Journal of Food Distribution Research (45)2:195-212. http://www.fdrsinc.org/wp-content/uploads/2014/10/JFDR-452_11Zepeda.pdf Working Papers Fang, D., T.J. Richards and B.J. Rickard. “Optimal Licensing of Agricultural Patents: Fees Versus Royalties. Journal of Agricultural and Resource Economics (forthcoming). Chen, X., H.M. Kaiser and B.J. Rickard. “The Salience of Excise Versus Sales Taxes on Healthy Eating: An Experimental Study.” AEM Working Paper No. 2014-16. Revisions requested at Food Policy. Gumirakiza, J.D., K. Curtis and R. Bosworth. “Consumer Preferences and WTP for Bundled Fresh Produce Claims at Farmers’ Markets.” Submitted to Food Policy August 2014. Kelley, K., R. Primrose, R. Crassweller, J.E. Hayes and R. Marini. “Consumer Preach Preferences and Purchasing Behavior: A Mixed Methods Study.” Submitted to Journal of the Science of Food and Agriculture. Liaukonyte, J., T.J. Richards, H.M. Kaiser and B.J. Rickard. “Under-Contribution to Public Goods Due to Self-Interested Inequity Aversion.” European Review of Agricultural Economics (forthcoming). Lusk, J.L., B.R. McFadden and B.J. Rickard. “Which biotech foods are most acceptable to the public?” Biotechnology Journal (forthcoming). Maes, T., W. Hu, T. Woods, M. Batte and S. Ernst, "Substitutes or Complements? Consumer Preference for Local and Organic Food Attributes," American Journal of Agricultural Economics (forthcoming). Maughan, T., K. Curtis, B. Black and D. Drost. “Economic Evaluation of Implementing Strawberry Season Extension Production Technologies in the Intermountain West.” Submitted to HortScience September 2014. Rickard, B.J., J.J. McCluskey and R.W. Patterson. “Reputation Tapping.” AAWE Working Paper No. 119. Revised and resubmitted at European Review of Agricultural Economics. Rickard, B.J. “On the Political Economy of Guest Worker Programs in Agriculture.” AEM Working Paper No. 2014-10. Revisions requested at Food Policy. Rickard, B.J., T.J. Richards and J. Yan. “University Licensing of Patents for Varietal Innovations in Agriculture.” AEM Working Paper No. 2013-19. Revisions requested at Agricultural Economics. Rickard, B.J., O. Gergaud, S.-T. Ho and W. Hu. “Trade Liberalization in the Presence of Domestic Regulations: Impacts of the Proposed EU-U.S. Free Trade Agreement on Wine Markets.” AAWE Working Paper No. 175. Under review. Thilmany, D. (2014). “Two Rivers Winery and Event Center: A Key Driver for the Growing Colorado Wine Industry.” Special Issue on Local Foods and Entrepreneurs. Forthcoming in Journal of Food Distribution Research. Velandia, M., D. M. Lambert, C.M. Clark, R.M. Rejesus, Z. Li, W.H. Pepper and K. Jensen. “Product Liability Risk Perceptions in Tennessee Fruit and Vegetable Marketing”. Journal of Agribusiness (accepted). Fact sheets: Curtis, K., (2014). “Characterizing the Face and Value of the "Buy Local" Movement.” Utah State University Fact Sheet, Applied Economics/2014-03pr. Curtis, K.R., S. Olsen, T. Knudsen and K. Wagner. (2014). “Utah Urban Small-Scale Mixed Vegetable Production Costs and Returns - 5 Acres, 2014.” Utah State University Fact Sheet, Applied Economics/2014-01pr. Maughan, T., K. Curtis, B. Black and D. Drost. (2014). “A Comparison of Northern Utah High Tunnel Strawberry Production Costs and Returns with Low Tunnels.” Utah State University Fact Sheet, Horticulture/HighTunnels/2014-08pr. Maughan, T., K. Curtis, B. Black and D. Drost. (2014). “A Comparison of Northern Utah High Tunnel Strawberry Production Costs and Returns with Low Tunnels and Supplemental Heating.” Utah State University Fact Sheet, Horticulture/HighTunnels/2014-07pr. Maughan, T., K. Curtis, B. Black and D. Drost. (2014). “Northern Utah High Tunnel Strawberry Production Costs and Returns, 2014.” Utah State University Fact Sheet, Horticulture/HighTunnels/2014-06pr. Olsen, S., K.R. Curtis, K. Wagner and T. Knudsen. (2014). “Utah Urban Small-Scale Mixed Vegetable Production Costs and Returns - 2 Acres, 2014.” Utah State University Fact Sheet, Applied Economics/2014-02pr. Blog Postings : Agricultural Entrepreneurship Farm Management Blog College of Agricultural Sciences, Pennsylvania State University www.farmbusiness.blogspot.com Kelley, K. and R.C. Goodling. (2014). Are you Using a Mobile Payment System? Part II: Best Practices and Cyber Liability Insurance. 8 May. Kelley, K. and R.C. Goodling. (2014). Are You Using a Mobile Payment System? Part 1: Keeping Customer Data Safe. 1 May. Kelley, K. (2013). Learning from Consumers: Examples of Easy and Insightful Questions to Ask. 9 December. Kelley, K. (2013). Survey Customers to Learn about Their Wants, Likes, and Needs. 10 December. Penn State’s Wine & Grape U. blog site (http://psuwineandgrapes.wordpress.com) Kelley, K. (2014). Developing and Enhancing your Wine Marketing Program. 17 October. Kelley, K. (2014). Tasting Room Techniques. 19 September. Kelley, K. (2014). Do More than Just Sell Wine to Your Customer. Involve Them and Interact. 29 August. Miller, A. and K. Kelley. (2014). Consumer Attitudes and Behaviors towards Wine Purchases: Marketing & Social Media. 5 September. Kelley, K. (2014). Is your Tasting Room Providing Customers With an Experience? 25 July. Kelley, K. (2014). Surveys: A Simple but Effective Tool. 10 June. Miller, A. and K. Kelley. (2014). Consumer Attitudes and Behaviors towards Wine Purchases: Everyday and Special Occasion Wines Part II. 27 August 2014. Miller, A. and K. Kelley. (2014). Consumer Attitudes and Behaviors towards Wine Purchases: Everyday and Special Occasion Wines. 20 August 2014. Miller, A. and K. Kelley. (2014). Consumer Attitudes and Behaviors towards Wine Purchases: Consumption Patterns Part II. 30 July 2014. Miller, A. and K. Kelley. (2014). Consumer Attitudes and Behaviors towards Wine Purchases: Consumption Patterns. 23 July. Miller, A. and K. Kelley. (2014). Consumer Attitudes and Behaviors towards Wine Purchases: Purchase Patterns. 16 July. Miller, A. and K. Kelley. (2014). Consumer Attitudes and Behaviors towards Wine Purchases: Demographics. 11 July. Miller, A. and K. Kelley. (2014). Consumer Attitudes and Behaviors towards Wine Purchases: Introduction to the Research. 1 July. Media Thilmany, D. (Contributor). Winemakers boost state, local economy. Grand Junction Sentinel. January 18, 2014. Thilmany, D. (Contributor). Thanks to new farm bill, organic farming now has more backing. The Fence Post. February 2014. Zepeda, L. (2014). Interview with Joshua Sabik KTSW on Farmers’ Markets, June 10.