Brief Summary of Minutes of Annual Meeting

The meeting was called to order by Jill McCluskey at 9:00 a.m. The minutes from last meeting in Salt Lake City, November 2014, were approved. Jill McCluskey announced that the new project was approved as S1067.  Everyone needs to complete a new appendix E.

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

a) Jill McCluskey, Washington State University reported that she is working on the following projects:

i)  Analysis of mechanisms for patent licensing in tree fruit varietal innovation with members Karina Gallardo (Washington State University) and Brad Rickard (Cornell University).

ii)  Conducted economic experiments with sensory analysis to estimate willingness to pay for craft cider.

iii) Impact of news media on consumer perception and acceptance of new technologies.

iv) She made a presentation at the Federal Reserve Bank’s Ag Symposium on changing food demand, customization of products with a plethora of combinations

a)  Food is part of identity, norms are changing, and calorie consumption has changed over time.

v)  Wine studies with graduate students, one on organics and one on reputation issues.

vi) Analysis of local food markets and supply chains with Aaron Johnson, University of Idaho.

b)   Ramu Govindasamy, Rutgers University

i)   Working on papers from a current projects, leafy greens attributes

ii)  Direct marketing in agritourism, writing papers on this

iii)  Organic farmers markets, behavior and consumer issues

iv)  Mid-Atlantic consumer wine demand

v)   Basil production marketing project

vi) Production and marketing of African vegetables for local consumption  

c)  Brad Rickard, Cornell University

i)   Engaged in Tri-state efforts to assess wine markets

ii)  Pricing of new fruit varieties of WSU and Cornell with Jill McCluskey and Karina Gallardo

iii)  Analysis of consumer choice in the wine category, breadth and depth of choice using Nielson data, how do regulations affect wine consumption

iv) Received new AFRI funding on food waste.

v)  Wants to work on Cider industry issues, variety innovations, labor issues, and mechanization/

d) Karina Gallardo, Washington State University

i)  Working on a multi-country team with RosBREED breeders, as well as apples, cherries, and other products

a) Choice experiments with different agents across the supply chain

b) Applied for new funding of $3 million, RosBREED systems

ii)  Mechanization (harvest) of blueberries for the fresh market

iii)  Forecasting demand and supply of labor for the Washington tree fruit industry

iv)  Evaluation of root stocks and planting systems for Cosmic Crisp apples

v)  Management strategies for sweet cherries

vi)   Cost of production studies in apples and tomatoes

vii)  Evaluation of import patterns of fruits in India

viii)  Impact of Affordable Care Act on labor in the tree fruit industry

ix) Food safety work with MS student

x)  Consumer willingness to pay for new slicing technology for pears and apples, funding by Washington Department of Agriculture.

e)   Margarita Velandia, University of Tennessee

i) Submitted a Federal State Marketing Improvement Program (FSMIP) grant proposal on farmers’ market research

ii) Land grant initiative in the south on local food systems, marketing, logistics with Clemson and University of Kentucky

iii)  Enterprise budgets for small scale operations, started with tomatoes, will later do strawberry

f)  David Lamie, Clemson University

i)  Southern risk management education center collect top priorities for local system food development

a)  Published a themed issue of Choices magazine, another set will go to FDRS journal

ii)  Looking at Extension role in local food systems outreach, with southern rural development center

a)  Held summit in August with researchers and USDA, will pursue a comprehensive extension project with a number of universities.

iii) Food hub economic impact study, look to Colorado State for their toolkit

iv) Chairs food policy council in South Carolina and multi county midlands local food coalition,

v)  Completing case studies of local food distributors, opportunities for regional growers to link into this market

a) Not a lot of communication between distributors, need to better align and work together

vi) Still working on Market Maker evaluation

vii)  Real challenges with flooding in South Carolina, rebuilding infrastructure, rebuilding supply chains

a)  Opportunity for work on improved decisions, looking to this group and Markets Maker network to help SC make better decisions. Supply chain resilience, homeland security, and department of defense may be interested, models, tools, etc. 

g) Kathryn Boys, North Carolina State University

i)   Improving localizing local foods infrastructure

ii)   Horticultural marketing contract structures

iii)  Animal science and veterinary department adoption of food safety and livestock systems

h) Jon Phillips, Cal Poly Pomona

i)  Looking at Market Maker for California

ii)  Looking for collaboration. Cal Poly Pomona is a Hispanic Serving Institution (HSI).

i)  Dawn Thilmany, Colorado State University

i)   Sensory analysis with WTP studies for Colorado wine industry

ii)   Economic impact analysis with wine industry, linkage to agritourism and food/drink festivals

iii)  Agritourism, as a food systems entry 

iv)  Travel models, traveler preferences in agritourism

v)   Economic tool kit with AMS on the economic impact of food systems

vi)  Local food economic impact studies and economic multipliers

vii) Market channel assessments, track producers and hours spent, market ready program for those in wholesale channels

viii) Consumer preferences for organics, book

j)   Kynda Curtis, Utah State University

i)    Food tourism demand studies in intermountain west

ii)   Organic wheat demand and cost of production studies

iii)  Extension curricula on integrating tourism into direct marketing options

iv)  Native American alterative low-water crop usage study

v)  Food hub feasibility and needs work in Nevada/Utah

vi)  Two assistant professor positions at Utah State this year

vii)  In Australia most of 2016

k)  Greg Fonsah, University of Georgia

i)  Looking at budgets on specialty crop production, comparing profitability of conventional and disease resistant muscadai, working with Florida on joint multi state grant

ii)  Winter high yield crops, looking for recommendations for farmers

iii)  Value chain work with India and Dominican Republic on bananas as an important crop to feed populations in India

a)  Quality issues in Indian, how can they build sustainable and marketable cropping systems

l)  Alba Collart, Mississippi State University

i)      Eye tracking project, blueberry industry, consumer demand for organic versions

m) Tim Woods, University of Kentucky

i) CSA work with AMS, a national survey of CSA managers, FMPP project looking at CSA voucher program from wellness programs, collecting data now and will analyze

a)  Designing these programs and implementation models

b)  Designing FSMA Extension program

ii) Organic production and other issues with Cuba

iii)  On sabbatical in Dijon France starting in February

n) James Sterns, Oregon State University (also reporting for Catherine Durham)

i)   In house funding to examine consumer demand for wine, development stage of survey instruments

ii)  Put in a SCRI grant for onion production with economic focus

iii) Catherine Durham’s projects

a) She completed a study on the effect of nutrition information provision on vegetable purchases.

b)  She is working on a consumer testing protocol, for producers to test new products.

iv)   He has a MS student interested in community supported agriculture (CSA), so will contact Dawn Thilmany, Tim Woods, and Kynda Curtis.

 v)  Oregon State University has a new faculty position at the assistant professor level, a research teaching position in food marketing and demand analysis, fermentation industry, wine, cheese, and beer. If you have any suggestions for potential candidates let him know.

o)  Stan Ernst, Ohio State University

i)  He is wrapping up projects and plans to retire in early next year, but will not be leaving this group.

ii)  Enterprise budget work on robotic sprayers with ARS

iii) Weed control economics in organics

iv) Barley production economics, bringing back two row varieties

v) Consumer drivers related to food safety and leafy green consumption

vi) Specialty crops supply chain management 

vii)  Specialty crop outlooks in the future, plan to increase emphasis on this

viii)  Next FDRS meeting with have a new category of outlook work, showcase on national outlook work, Corrine Alexander, Tim Woods

2)  Review S-1067 2015 Objectives and Work Plans

a)   Joint Projects from last year

i)   Conferences

1)  Kynda Curtis, Tim Woods, and Lydia Zapada planned and presented an Agribusiness Economics and Management (AEM) Section track session at the AAEA meetings on new direct marketing options, AEM funded outside speaker.

2)  Beeronomics conference with Cider Symposium in Seattle organized by Jill McCluskey with participation from Kynda Curtis, Brad Rickard, and Karina Gallardo.

3)  Southern Summit, Dave Lamie and Tim Woods

4)  Value Added conference in April in Austin– Tim Woods, Kynda Curtis, Dawn Thilmany McFadden, Marco Palma, Rodney Holcomb, and Dave Lamie

5)  WERA 72 in Las Vegas in June – Tim Woods, Kynda Curtis, Lia Nogueira, and Jon Phillips.

i)  Joint Grants

1)  FSMIP program, Dawn Thilmany McFadden and Tim Woods on market channel assessments

2)  WSU grant with Brad Rickard, Karina Gallardo, and Jill McCluskey on commercialization of new crop varieties

i)  Joint Publications

1)   JFDR special issue for July with Kynda Curtis, Tim Woods, and Lia Nogueira

2)   Ag Econ  - Tim Woods, Stan Erst, and Wuyang Hu

b)  Joint projects for next year, 2016

i)  Joint Publications

1)  Themed issue for a journal

2)  Choices Magazine – Mary Ahern soliciting

a)  Changing consumer demand, led by James Sterns

b)  Others, Stan Erst, Kynda Curtis/Dawn Thilmany, Jill McCluskey,  200-500 words per article, 3-6 articles, with theme editor weaving them together

3) Applied Economics Policy and Perspectives

4) Community Development Society Journal

a) Dave and others developing special issue of local food system development

5) Journal of Wine Economics – special issue

a) If interested email Jill McCluskey and she will propose it to Karl Storchmann

6) Other Ideas

a)  Liquid Arts, beer, wine, and cider

b)  Food Safety, FSMA

c)  Food Waste

ii)   Grants

1) Food chain resiliency, department of defense/homeland security

2) Animal disease and implications, Kansas State has bio security center

3) South Carolina example of supply issues, due to weather issues or other shocks

4) FSMIP funds wine research

5) Value-added producer grant

6) Specialty crop grants, production oriented

7) USDA using NASS to complete a food safety implementation study.  The survey currently being constructed.

a) This group well suited to analyze data

b) Survey just done of urban agriculture, data available soon

c) Will add more direct marketing and supply chain questions to the 2017 Census of Agriculture.  

d) Approach ERS and see who is in charge, work on a project to analyze the data. 

iii)  Joint Presentations - Meetings

1) FDRS sessions - New Orleans, 2016

2) Dawn asked for a proposal with industry/government interaction

3) Supply chain resilience

a) Food waste (hospitality, grocers, etc.)

b) Alternative Uses of Food Waste, new products

c) Seafood, value-added products

d) Matt Freeman as MS State

e) Norbert Wilson as Auburn has some food waste work with Brad Rickard

i)  AAEA sessions, AEM, FAMPS, Extension – Boston July 2016

(1) Track sessions due December 4

(2)  AAEA session, using regional research groups to integrate into the profession, find other colleagues,

(3)  WAEA – Victoria BC 2016 – Lake Tahoe, 2017

(a)  Agritourism symposium – Deadline January 2016

ii) WERA 72

iii) National Growers Association

2) New chair-elect, two year term and two years as chair

i)   Nominations for a chair-elect

(1)   Karina Gallardo nominated

ii) Move to close nominations by Dave Lamie

iii)  Motion to elect Karina Gallardo

iv)  All in favor

v)  Karina Gallardo elected 

3) New Members to Invite (please invite as mentioned for next meeting)

Dawn invited folks from the Ag in the Middle group

Idaho - Jason Winfree

California - Jennifer Sowerwine

Purdue – Jody Elliott or M. Gunderson

Michigan – Bridget Beehee

Florida – Lisa House or Hayk Khachatryan

Minnesota – Chengyan Yue

Montana – Kate Fuller 

Email any ideas for new members to Jill McCluskey

Adjourned at noon.

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: Members from CSU completed work exploring how Corporate Social Responsibility claims may influence consumer perceptions, valuation and interest in dairy products (which could likely translate to specialty crops as well).

Thilmany used data from a Colorado public attitudes study to consider how trust, information and key policy issues (GMOs, alternative energy) may interrelate among consumers, and found interesting differences that may inform food marketing strategies as well.

Members from CSU have primarily continued to publish from 2008-2010 surveys and experiments on local and organic apples and tomatoes, with a focus on how consumer studies may connect with life cycle analyses

Through farmers market price reporting (led by Martha Sullins), and new work with New York Green markets we are also getting a sense of direct market price dynamics.

CSU team members (Costanigro, Jablonski, Thilmany) also continue to work with the Colorado Wine Industry Development Board to evaluate consumer perceptions and willingness to pay for wines blended with less commonly known varietals which can be produced in more regions of the state. 

Cornell University: In 2016 Brad Rickard plans to use the Nielsen Homescan data to examine how consumer demand for variety across wine products is impacted by state laws; here he focuses on state laws that restrict the retail availability of wine. This is work co-authored with Marco Costanigro a member of S1050. Brad will also use the same dataset between 2004 and 2013 to study the evolution of demand for variety within the alcoholic beverage category.

The Pennsylvania State University: Pennsylvania, New York, and New Jersey regional project participants continue to work on research funded by the U.S.D.A Federal State Marketing Improvement Program: Developing Wine Marketing Strategies for the Mid-Atlantic Region. Data from the first two surveys is being analyzed and two more surveys are planned for 2015/2016.

Washington State University: Jill McCluskey is supervising a doctoral student who is estimating demand for organic and sustainable wines.   Vicki McCracken and Karina Gallardo are studying consumer demand for apples and other tree fruits. 

Rutgers University, New Jersey: Organic Produce once a fad, has now flourished into a multibillion dollar industry, reaching $35.1 billion in sales in 2013. The Secretary of Agriculture when addressing the Organic Trade Association in May 2013 said “Organic agriculture is one of the fastest growing segments of American agriculture and helps farmers receive a higher price for their product as they strive to meet growing consumer demand.” This upward trend in organic food will continue to grow as consumers become acutely aware of social sustainability, sense of community, and their willingness to promote opportunities for small farmers to maintain their farming life style. In addition, frequent food recalls and the proliferation of genetically modified organisms (GMOs) accentuated the perception of risk associated with the conventional food system and the consumers are looking for safe and naturally grown alternatives in organic food. However, lack of information relating to production and marketing is likely to limit the potential growth of organic agriculture in the U S. Furthermore, we perceive significant potential for an increase in profit margins for organic farmers, but more information needs to be discovered on consumer perceptions and behaviors in the Mid-Atlantic region in order to enable our growers to fully take advantage of the organic market. This study focuses mainly on documenting the characteristics of patrons, product attributes of organic produce and developing forecasting models to predict the customer base, patronage rate, spending behavior, and other related characteristics so that farmers can better serve specific population segments to increase profits.

The overall goal of this project is to establish and develop a successful partnership to foster the organic farm produce marketing industry in the Mid- Atlantic regions of United States, with a focus on boosting small farm profitability. General objectives of the project include:

1. Document characteristics of patrons of organic farm activities such as purchase behavior, number of visitations, frequency of purchase, travel distance, desired store characteristics, and other related factors.
2. Estimate the market size of organically produced farm commodities based on the visitation frequencies and spending characteristics.
3. Develop forecasting models to predict the willingness to pay, patronage rates, spending behavior, and other related characteristics.
4. Form a coalition and communicate the results to the stakeholders of the industry. Since a majority of the investigators have an extension appointment, project outreach will be a priority.

This project was just funded by the Federal State Marketing Improvement Program (FSMIP) for $99,803 with a matching fund from Rutgers for $99,828.

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: A partnership of several states (New York, Vermont, Iowa State, Tennessee, Wisconsin, Michigan) developed a Toolkit to Assess the Economic Implications of Food System Innovations.  Although the primary focus is on regional economics, some of the component parts and case studies focused on examples where consumer-oriented market innovations were assessed effectively.

Martha Sullins of CSU completed a project to explore the cost implications of food safety compliance in the Colorado produce industry, in partnership with Thilmany.

In an applied issue brief with the Colorado Food System Advisory Council, Thilmany helped to frame and communicate the specialty crop issues to consider for food waste and reclaimed water efforts being considered by the state.

Marco Costanigro collaborated with researchers from Cornell and the University of Delaware in a comprehensive review of the existing evidence regarding the pros and cons of labeling food production processes (e.g. organic, shade grown, free range,…). The report was commissioned by the Council for Agricultural Science and Technology (CAST).

Cornell University: In 2016 Brad Rickard plans to conduct a series of laboratory studies (with Norbert Wilson at Auburn) to examine factors that are considered to impact food waste.  Here they focus on the role of i) package size, ii) product type, and iii) date labels on the likelihood that consumers will increase food waste.  They 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. Other experimental work will examine consumer response to technologies that may help to mitigate food waste but that otherwise might be controversial for some consumers. In a related project they will also develop a conceptual model to understand the tradeoffs between food waste and competing considerations (including time, convenience, and obesity). This is work that they are hoping to find ways to collaborate with Alba Collart from Mississippi State University, a member of S1050.

During 2016 Brad will also begin work with Dan Sumner (UC Davis) and JunJie Wu (OSU) that assesses supply response to various cop insurance programs for fruits and vegetables.

Rutgers University, New Jersey: Even though organically grown produce have a price premium, returns to growers depends on the demand and the availability of organic outlets (Klonsky, et al., 1993). According to the 2007, 2010 Manufacture Surveys by the Organic Trade Association, the sales of the United States organic products increased by 21%, from $14.6 billion to $17.7 billion in 2006. Organic foods are still the largest segment of organic products, reaching $16.7 billion in consumer sales, making up over 95% of all organic product sales (Organic Trade Association, 2007). Driven by consumer choice, the United States organic industry grew by 9.5% in 2011 reaching $31.5 billion in total sales revenue (Organic Trade Association, 2012).

Against this background, this study attempted to predict the factors that influence the consumers’ willingness to buy organically grown ethnic greens and herbs. The ethnic consumer characteristics such as purchasing behavior, attitudes, and social demographic attributes were analyzed. In addition, we predicted the relationship between ethnic product attributes and the willingness to buy organically grown ethnic greens and herbs. The findings of this study may provide a better understanding of ethnic consumers’ purchasing behavior to support growers in the east coast region of the United States.

A logit model was developed to predict the willingness to buy organically grown ethnic greens and herbs in the east-coast region of United States. The coefficients of the included ethnicities, namely Asian Indians, Mexicans, and Puerto Ricans were negative, indicating that they are less willing to buy organic ethnic greens and herbs compared to Chinese. Better availability and wider variety positively influence consumers’ willingness to buy organic ethnic greens and herbs. Those who give importance to food safety, food label, health reasons, and self-employed individuals are more likely to buy organic ethnic greens and herbs. Those with an income of less than $20,000 and those with an income between $20,000 and $40,000 are less likely willing to buy organic ethnic greens and herbs compared to households with an annual household income of at least $80,000.

University of Tennessee: Margarita Velandia is studying local food systems, including market and logistics in collaboration with colleagues from Clemson University and the University of Kentucky.

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 partnered with U of Kentucky (Woods) for a forthcoming report on emerging CSA structures across the US.

Through partnerships with Cornell University, USDA-ERS and Oklahoma State University, we are developing typologies of food supply chains as a mechanism to benchmark and analyze key market indicators that may differ among those producers with different market orientations.

University of Georgia: Greg Fonsah is working on supply chain  issues.

Washington State University: Jill McCluskey is working with colleagues at the University of Idaho on local food markets and supply chains.

Outreach/Industry Presentations

Costanigro, M., G. Howard, J. Lusk, Y. Onozaka, B. Roe, Including Subjective Beliefs in Empirical Models of Choice and Preferences: Methodological and Food Policy Implications. Organized symposium at the 2015 AAEA Annual Meetings.  July 2015. San Francisco, CA.

Curtis, K., R. Bosworth, and S. Slocum, “Drink Tourism: A Profile of the Intoxicated Traveler.” Selected Presentation of the 2015 Beeronomics Conference, Seattle, WA, September 2015.

Curtis, K., M. Bradshaw, and S. Slocum, “The Role of Food and Culinary Tourism Demand in the Western US.” Selected paper presented at the 2015 National Value-Added Agriculture Conference, Austin, TX, May 2015.

Curtis, K., and R. Brain, “Utah Farm-Chef-Fork: Linking Rural Growers with Urban Chefs to Enhance Local Food Sourcing.” Selected Presentation of the Linking Urban and Rural Tourism Conference, Fairfax, VA, September 2015.

Curtis, K., and S. Slocum, “The Potential Impacts of Sustainability Certification Programs Focused on Food Waste Reduction on the Tourism Industry.” Selected paper presented at the Food Distribution Research Society Annual Meeting, Philadelphia, PA, October 2015.

Curtis, K.R. and S. Slocum, “Farm and Food Tourism: Exploring Opportunities in the West.” Selected presentation of the 2015 Extension Risk Management Education National Conference, Minneapolis, MN, April 2015.

Curtis, K. and S. Slocum, “Farm Shops: A Direct-Marketing Alternative.” Selected Track Session Presentation of the Agriculture and Applied Economics Association Annual Meetings, San Francisco, CA, July 2015.

Curtis, K.R. and R. Ward, “Program Evaluation and Survey Design Techniques.” Invited presentation of the 2015 Extension Risk Management Education National Conference, Minneapolis, MN, April 2015.

Ellison, Brenna, Bernard, John C., Pauckett, Michelle, and Toensmeyer, Ulrich C. .Are all Organic Labels Treated Equally? The Influence of Retail Outlet and FSMA Information on Consumer Perception of and Willingness-to- pay for Organic Grape Tomatoes. 143 Joint AAEA-EAAE Seminar, March 25-27, 2015, Naples Italy. Ellison – University of Illinois.

Gallardo, R.K. “What does it cost to produce fruit in Washington State? – 2014 studies”. 2015 Safety and Pesticide Recertification Course. Pasco, January 7, 2015.

Gallardo, R.K. In Spanish “How much does it cost to produce fruit in WA and the ABC of agricultural loans.” Safety and Pesticide Recertification Course, Pasco, WA. January 7, 2015.

Gallardo, R.K., Y. Hong, M. Silva, and J. Flores. “Assessing Preferences for Apple Quality and the Role of Country of Origin Information: The case of Peruvian Consumers.” Presentation at the Food Distribution Research Society Annual Meetings. Philadelphia, PA. October 12, 2015.

Huffman, W.A. and J.J. McCluskey. “Food Labels, Information and Trade in GMOs,” GMCC-15, the 7th International Conference on Coexistence between Genetically Modified (GM) and non-GM based Agricultural Supply Chains, Amsterdam, November 17-20, 2015.

Hildebrandt, H., P. Watson, A. Johnson, and J.J. McCluskey, “Supply Channel Participants’ Willingness to Pay for Local,” Food Distribution Research Society, Philadelphia, October 12.

Meadowcroft, Devon, Bernard, John C. and Toensmeyer, Ulrich C. Understanding the Effect of Product Displays on Consumer Choice and Food Waste: A Field Experiment. FDRS Annual Meeting, October 9-13, 2015, Philadelphia, PA.

Meadowcroft, Devon P., Schott, Lenna K., Bernard, John C., and Toensmeyer, Ulrich C. Comparison of U.S. Consumer Willingness to Pay for Fresh Fruits from Developed and Developing Regions. NAREA & CAES – Joint Annual Meeting and Workshop, June 27-30, 2015, Newport, Rhode Island.

Mendoza, M., R.K. Gallardo, I. Hanrahan, and K. Killinger. “Evaporative Cooling: Sunburn Suppression Benefits and the Risks of Apple Contamination due to Direct Contact with Open Source Irrigation.” WSU Academic Showcase. Pullman, WA. March 27, 2015.

Miller, A. and K. Kelley. 2015. Developing Wine Marketing and promotional Strategies for the Mid-Atlantic Region. Pennsylvania Wine Marketing Research Board Symposium. University Park, PA. 22 April 2015.

Miller, A. and K. Kelley. 2015. Developing Wine Marketing and promotional Strategies for the Mid-Atlantic Region. Business, Enology, and Viticulture, NY, Waterloo, NY. 26 February 2015.

Miller, A. and K. Kelley. 2015. Developing Wine Marketing and promotional Strategies for the Mid-Atlantic Region. Mid-Atlantic Fruit and Vegetable Convention, Hershey, PA. 28 January 2015.

McCluskey, J.J. “Evolution of Consumer Preferences and Emerging Food Trends,” the Kansas City Federal Reserve Bank’s Annual symposium, Responding to Future Food Demands, July 14-15.

McCluskey, J.J. and J.A. Winfree. “Standards for GM Labeling and Trade,” GMCC-15, the 7th International Conference on Coexistence between Genetically Modified (GM) and non-GM based Agricultural Supply Chains, Amsterdam, November 17-20, 2015.

Qu, M., B.J. Rickard, M. Costanigro, and E. McLaughlin. 2015. “Retail wine availability and product diversity.” Presented at the Annual Meeting of the Northeast Agricultural and Resource Economics Association. Newport, RI. June 27, 2015.

Qu, M., B.J. Rickard, M. Costanigro, and E. McLaughlin. 2015. “Retail wine availability and product diversity.” Presented at the Annual Meeting of the American Association of Wine Economists. Mendoza, Argentina.  May 28, 2015.

Rickard, Bradley. “Consumer response to the introduction of GMOs in fruit and vegetable markets.”  Presented at the London Produce Show and Conference.  London, UK.  June 4, 2015.  40 attendees.

Rickard, Bradley J. “Retail Availability of Wine and Product Diversity.” Presented at the B.E.V. Annual Meeting. Rochester, NY.  February 26, 2015. 120 attendees.

Rickard, Bradley. “Will 'GMO Free' Be the New Organic?”  Presented at the New York Produce Show and Conference.  New York, NY.  December 3, 2014.  40 attendees.

Sapkota Bastola, P., K. Gallardo, J. McCluskey, and B. Rickard. 2015. “Mechanisms of patent licensing for varietal innovation.” Presented at the Annual Meeting of the Agricultural and Applied Economics Association. San Francisco, CA. July 27, 2015.

Slocum, S. and K. Curtis, “The Role of Food Entrepreneurs – Suburban Farm Shops in the UK.” Selected Presentation of the Linking Urban and Rural Tourism Conference, Fairfax, VA, September 2015.

Thilmany McFadden, D., D. Conner, S. Deller, D. Hughes, T. Schmit, D. Swenson, A. Bauman,, R. Hill, B. and  B.R. Jablonski. “Enhancing the Applied Knowledge of Local Food Systems’ Economic Impacts: A National Research and Training Effort.”  Track Session at the 2015 AAEA Annual Meetings.  July 2015. San Francisco, CA.

Thilmany, D. “Adapting to the Changing Landscapes for Food Markets: Marketing your Food Product and Industry Trends. WCHS & VinCO Annual Conference. Jan 13-15 2015

Thilmany, D. “The Dynamics of the Organic and Local Food Segments:  Trends and Emerging Strategies.” Independent Bankers of Colorado Education Forum. April 2015.  Broomfield, CO.

Thilmany, D., B. Angelo, B. Jablonski and D. Hughes. Assessing the Economic Impact of  Local Food Systems: Framing a Meta-Analysis for the US. 2015 NVA Conference: The Future of the U.S. Food System, Austin TX, May 2015

Thilmany, D. “The Role of Economics in Multifunctional Food Supply Chains.” WAEA Presidential Address. July 2015. San Francisco, CA.

Ward, R. and K. Curtis, “Building Business Management Capacity for American Indian Agricultural Businesses.” Selected presentation of the WERA-72 Annual Meeting, Las Vegas, NV, June 2015.

Wilson, N., B. Rickard, R. Saputo, and S.-T. Ho. 2015. “Food waste: The role of date labels, package size, and product category.” Presented at the Annual Meeting of the Agricultural and Applied Economics Association. San Francisco, CA. July 26, 2015.

Wilson, N., B. Rickard, R. Saputo, and S.-T. Ho. 2015. “Food waste: The role of date labels, package size, and product category.” Presented as a seminar in the Environment in Trade and Agriculture Division, Organisation of Economic Cooperation and Development. Paris, France. July 17, 2015.

Wilson, N., B. Rickard, R. Saputo, and S.-T. Ho. 2015. “Food waste: The role of date labels, package size, and product category.” Presented as a seminar in the Rural Infrastructure and Agro-industries Division, Food and Agriculture Organization of the United Nations. Rome, Italy. August 7, 2015.

Winfree, J.A. and J.J. McCluskey, “What’s In a Name? A Comparison of Various Policies Dealing with Geographic Labeling,” International Association of Agricultural Economists, Milan, Italy, August 8-14.

Yu, Shuiqin, Ellison, Brenna, Paukett, Michelle, Bernard, John C. and Toensmeyer, Ulrich C. A Field Experiment on Consumer Willingness to Pay for Organic Grape Tomatoes Based on Purchasing Venue. NAREA & CAES-Joint Annual Meeting and Workshop, June 27-30, 2015, Newport, Rhode Island. Ellison – University of Illinois.

Proceedings

Galinato, S.P., R.K. Gallardo, and C.A. Miles. 2015. “Cost Estimation of Establishing a Cider Apple Orchard in Western Washington”. Combined Proceedings of the International Plant Propagator's Society, 64: 35.

State, Station or Agency

Baker, P., A. De Marree, S.-T. Ho, T. Maloney, and B. Rickard.  2015.  Labor Issues and Employment Practices on New York Apple Farms. AEM Extension Bulletin No. 2015-02.

Curtis, K., S. Slocum, K. Allen, and M. Bradshaw, (in press). “Farm and Food Tourism: Exploring Opportunities.” Utah State University Extension Curriculum, Agribusiness/2015-01.

Doerflinger, F., B. Rickard, J. Nock, and C. Watkins. 2015. Early harvest is a critical factor in decreasing flesh browning development of ‘Empire’ apples. New York Fruit Quarterly 23(3):   30–34.  

Maloney, T., M. Smith, R. Saputo, and B. Rickard.  2015.  Workforce Issues:  Profiles of Specialty Crop Farms in New York State. AEM Extension Bulletin No. 2015-11.

Rickard, B.J. “Chapter 9: Outlook for Fruits and Vegetables,” in the 2015 New York Economic Handbook.  E.B. 2014–10, Charles H. Dyson School of Applied Economics and Management, Cornell University. December 2014.

Thilmany McFadden, D., D. Conner, S. Deller, D. Hughes, K. Meter, A. Morales, T. Schmit, D. Swenson, A. Bauman, M. Phillips Goldenberg, R. Hill, B. B.R. Jablonski and D. Tropp. 2015. The Economics of Local Food Systems: A Toolkit to Guide Community Discussions, Assessments and Choices U.S. Department of Agriculture, Agricultural Marketing Service Report.  Forthcoming.

Refereed Conference Proceedings: 

Debnath, D., K. Curtis, and S. Slocum, (2015). “Expanding Direct Marketing Opportunities through Farm Shops in Western Tourism Destinations: Extension Program Design. Proceedings of the 2014 Value-Added Conference, Baltimore, MD, May 2014. 

Refereed Journal Articles

Bosworth, R., D. Bailey, and K. Curtis, (2015). “Consumer Willingness to Pay for Local Designations: Brand Effects and Heterogeneity at the Retail Level.” Journal of Food Products Marketing 21(3), 274-292.

Brain, R., K. Curtis, and K. Hall, (2015). “Utah Farm-Chef-Fork: Building Sustainable Local Food Connections.” Journal of Food Distribution Research 46(1), 1-10.

Bruwer, J. and K. Kelley. 2015. Service Performance Quality Evaluation and Satisfaction in a USA Wine Festivalscape: Buying Behavioural Effects" which you submitted to the International Journal of Event and Festival Management 6(1):18-38.

Chen, X., H.M. Kaiser, and B.J. Rickard. 2015. The impacts of inclusive and exclusive taxes on healthy eating: An experimental study. Food Policy 56(October): 13–24.

Costanigro, M., O. Deselnicu, S. Kroll Food Beliefs: Elicitation, Estimation and Implications for Labeling Policy Journal of Agricultural Economics 66 (1), 108-128.

Costanigro, M., O. Deselnicu, O. and D. Thilmany . 2015. Product differentiation via corporate social responsibility: consumer priorities and the mediating role of food labels. Agriculture and Human Values.  Forthcoming.

Curtis, K.R., K. Allen, and R. Ward, (2015). “Food Consumption, Attitude, and Behavioral Change among CSA Members: A Northern Utah Case Study.” Journal of Food Distribution Research, 46(2), 3-16.

Doerflinger, F., B. Rickard, J. Nock, and C. Watkins. 2015. An economic analysis of harvest timing to manage a physiological storage disorder in ‘Empire’ apples. Postharvest Biology and Technology 107(September): 1–8.

Fang, D., T.J. Richards, and B.J. Rickard. 2015. Optimal licensing of agricultural patents: Fees versus royalties.  Journal of Agricultural and Resource Economics 40(1): 1–22.

Gallardo, R.K., H. Li, V. McCracken, C. Yue, J. Luby, and J. McFerson. 2015. “Market Intermediaries’ Ratings of Importance for Rosaceous Fruits’ Quality Attributes.” International Food and Agribusiness Management Review, 18(4): 121-154.

Gallardo, R.K. and M. Brady. "Adoption of Labor-Enhancing Technologies by the Specialty Crop Agriculture: The Case of the Washington Apple Industry." Agricultural Finance Review 75(4): 514-532.

Gallardo, R.K., Hanrahan, I., Hong, Y., and J. Luby. 2015. “Crop Load Management and the Market Profitability of ‘Honeycrisp’.” HortTechnology 25(4): 575-584.

Gallardo, R.K., A. Olanie, R. Ordonez, and M. Ostrom. 2015. “The Use of Wireless Capabilitty at Farmers’ Markets: Results from a Choice Experiment Study.” International Food and Agribusiness Management Review 18(1): 79-104.

Govindasamy, R., S. Arumugam and I. Vellangany. “Willingness to Buy Organically Grown Ethnic Greens and Herbs: A Consumer Study With Reference to the East-Coast Region of United States”, Agricultural Economics Research Review, Publisher: Agricultural Economics Research Association, India. Forthcoming. (2015).

Govindasamy, R., and K.M. Kelley, "Agritourism Consumer’s Participation in Wine Tasting Events: An Econometric Analysis", International Journal of Wine Business Research, 26 (2014).

Govindasamy, R., S. Arumugam and I. Vellangany, “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, (2014).

Gumirakiza, J.D., K.R. Curtis, and R. Bosworth, (2015, in press). “Farmers’ Market Consumer Preferences for Fresh Produce Attributes: Marketing and Policy Implications.” Journal of Agribusiness.

Kelley, K. R, Primrose, R. Crassweller, J. Hayes, and R. Marini. 2015. Consumer peach preferences and purchasing behavior: A mixed methods study. Journal of the Science of Food and Agriculture.

Kelley, K., J. Hyde, and J. Bruwer. 2015. Usage Rate Segmentation: Enriching the U.S. Wine Market Profile.  International Journal of Wine Research 7:49-61.

Kelley, K., J. Hyde, and J. Bruwer. 2015. U.S. Wine Consumer Preferences for Bottle Characteristics, Back Label Extrinsic Cues and Wine Composition: A Conjoint Analysis. Asia Pacific Journal of Marketing and Logistics 27(4):516-534.

Liaukonyte, J., T.J. Richards, H.M. Kaiser, and B.J. Rickard. 2015. Under-contribution to public goods due to self-interested inequity aversion. European Review of Agricultural Economics 42(3): 473–497.

Lusk, J.L., B.R. McFadden, and B.J. Rickard. 2015. Which biotech foods are most acceptable to the public?  Biotechnology Journal 10(1): 13–16.

Martin, M., R. Hill, A. Van Sandt and D. Thilmany. Colorado Residents Trusted Sources of Agricultural, Biotechnology and Food Information. Forthcoming. AgBioForum.

Maughan, T., K. Curtis, B. Black, and D. Drost, (2015). “Economic Evaluation of Implementing Strawberry Season Extension Production Technologies in the U.S. Intermountain West.” HortScience 50(3), 395-401.

McCluskey, J.J., N. Kalaitzandonakes, J.F.M. Swinnen, forthcoming. “News Media Coverage and Public Perceptions: Insights from New Food Technologies.” Annual Review of Resource Economics 7(1).

Onozaka, Y, W. Hu and D. Thilmany. 2015. Can Eco-Labels Reduce Carbon Emissions? Market-Wide Analysis of Carbon Labeling and Locally Grown Fresh Apples. Renewable Ag and Food Systems. Forthcoming.

Rickard, B.J. 2015. On the political economy of guest worker programs in agriculture. Food Policy 52(April): 1–8.

Rickard, B.J., T.J. Richards, and J. Yan. University licensing of patents for varietal innovations in agriculture. Agricultural Economics (forthcoming).

Rickard, B., J.J. McCluskey, and R. Patterson, 2015. “Reputation Tapping,” European Review of Agricultural Economics 42 (4): 675-701.

Thilmany McFadden, D. 2015. What Do We Mean by “Local Foods”?   CHOICES.  May.

Tozer, P.R., S.P. Galinato, C.F. Ross, C.A. Miles, and J.J. McCluskey, forthcoming. “Sensory Analysis and Willingness to Pay for Craft Apple Cider,” Journal of Wine Economics.

Slocum, S., and K. Curtis, (2015, in press). “Assessing Sustainable Food Behaviors of National Park Visitors: Domestic/On Vocation Linkages, and their Implications for Park Policies.” Journal of Sustainable Tourism.

Zheng, X., C. Yue, R.K. Gallardo, V. McCracken, J. Luby, and J. McFerson. “What Attributes Are Consumers Looking for in Sweet Cherries? Evidence from Choice Experiments.” Agricultural and Resource Economics Review, Forthcoming.

Book Chapters

Crassweller, R., J. Schupp, G. Krawczyk  D. Biddinger, M. Frazier, K. Peter, J. Halbrendt, M. Brittingham, L. La Borde, J. Harper, L. Kime, R. Pifer, and K. Kelley. 2014-2015 Pennsylvania Tree Fruit Production Guide AGRS-045. 357 pp.

Industry Publications

Bauman, A., D. Thilmany, B. Jablonski, and D. Shideler. Smart Marketing: An Evolving Classification Scheme of Local Food Business Models. Cornell Food Industry Management April Smart Marketing article. April 2015.

Messer, K., S. Blight, M. Costanigro, H. Kaiser. Process Labeling of Food: Consumer Behavior, the Agricultural Sector, and Policy Recommendations. Cast issue paper N.56. October 2015.

Thilmany McFadden, D., W. Peters Moschetti and the Colorado Food Systems Advisory Council. COFSAC 15-01. Preparing for Food Security in an Age of Limited Natural Resources Part I: Water. August 2015.

Thilmany McFadden, D., W. Peters Moschetti and the Colorado Food Systems Advisory Council. COFSAC 15-04. Barriers & Opportunities for Healthy Food Recovery From Grocery Retail to Hunger Relief Organizations. August 2015.

Working Papers

Ellison, Brenna, Bernard, John C., Paukett, Michelle, and Toensmeyer, Ulrich C. Are All Organic Labels Treated Equally? The Influence of Retail Outlet and FSMA Information on Consumer Perceptions of and Willingness to Pay for Organic Grape Tomatoes. Journal of Economic Psychology, submitted June 26, 2015. Received a Revise and Resubmit October 14, 2015. We are in the process of making revision for resubmitting by 15 November 2015.

Gergaud, O., F. Livat, B. Rickard, and F. Warzynski. The costs and benefits of collective reputation: Who gains and who loses from generic promotion programs?

Ho, S.-T., J. Ifft, B. Rickard, and C. Turvey. Alternative strategies to manage weather risk in perennial fruit crop production. AEM Working Paper No. 2015-18.

Qu, M., B. Rickard, M. Costanigro, and E. McLaughlin. Retail wine availability and product diversity.

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. 173.

Rickard, B.J., D. Rudell, and C. Watkins. Ex ante evaluation of the economic impact of new technologies for managing post-harvest physiological disorders. AEM Working Paper No. 2015-11.   

Fact sheets

Curtis, K.R., S. Olsen, and K. Wagner, (2015). “Utah Urban Small-Scale Mixed Vegetable Production Costs and Returns - 5 Acres, 2015.” Utah State University Fact Sheet, AG/Applied Economics/2015-01pr.

Gallardo, R. K., and S. Galinato. “2014 Cost Estimates of Establishing, Producing, and Packing Red Delicious Apples in Washington.” Washington State University Extension Factsheet. Forthcoming.

Olsen, S., K.R. Curtis, and K. Wagner, (2015). “Utah Urban Small-Scale Mixed Vegetable Production Costs and Returns - 2 Acres, 2015.” Utah State University Fact Sheet, AG/Applied Economics/2015-02pr.

Blog Postings

College of Agricultural Sciences, Pennsylvania State University, www.farmbusiness.blogspot.com

Kelley, K. and D. Ollendyke. 2015. What is cause marketing? Part3. 14 August.

Kelley, K. and D. Ollendyke. 2015. What is cause marketing? Part 2. 7 August.

Kelley, K. and D. Ollendyke. 2015. What is cause marketing?  Part 1.  29 July

Kelley, K. 2015. Internet tools to help you learn about new markets. Part 1. 29 May.

Kelley, K. 2015. Internet tools to help you learn about new markets, Part 2. June 8.

Kelley, K. 2015. Internet tools to help you learn about new markets, Part 3. June 26.

Kelley, K. 2015. Internet tools to help you learn about new markets, Part 1. 4 July 10.

Kelley, K. 2014. Cultivating Customer Loyalty. 29 December.

Kelley, K. 2014. Encouraging Consumer Purchasing. 22 December.

Penn State’s Wine & Grape U. blog http://psuwineandgrapes.wordpress.com.

Kelley, K., J. Hyde, and J. Bruwer. 2015. The back wine label: What information and features appeal to consumers?  9 October.

Kelley, K. and J. Hyde. 2015. Lights, Camera, Action! Is your winery ready for Periscope?  25 September.

Kelley, K., A. Miller, and D. Ollendyke. 2015. What activities and events might drive customers to your tasting room?  28 August.

Kelley, K. 2015. Ideas and strategies for getting your wines into Pennsylvania Restaurants. 17 July.

Kelley, K. 2015. Wine tasting room inspirations. 22 May.

Kelley, K. 2015. Developing your tasting room loyalty program, Part 2. 30 March.

Kelley, K. 2015. Developing Your Tasting Room Loyalty Program, Part 1. 27 March.

Kelley, K. and J. Hyde. 2015. Generational differences in consumption of wine and other alcoholic beverages and state wine purchasing behavior as a result of changes in wine packaging and composition.  26 February.

Kelley, K. and D. Ollendyke. 2015. Riesling & Korean dishes, Cabernet Sauvignon & Argentinean cuisine: Internet tools to help you learn about consumer groups who have a need for your wine. 30 January.

Kelley, K. 2014. Events, Part 2: Evaluating the Event. 5 December.

Kelley, K. 2014. Events, Part 1: Planning. 1 December.

Media

Wine Marketing Podcast Series, PSU Learn Now Videos, http://www.youtube.com/user/PSUFoodandFarmBiz

Consumer attitudes and behaviors towards wine purchases: Introduction to the research.  22 May 2015.

Consumer attitudes and behaviors towards wine purchases: Purchase patterns. 22 May 2015.

Consumer attitudes and behaviors towards wine purchases: Consumption patterns. 22 May 2015.

Consumer attitudes and behaviors towards wine purchases: Everyday and special occasion wines. 22 May 2015.

Consumer attitudes and behaviors towards wine purchases: Marketing and social media. 22 May 2015.