Brief Summary of Minutes of Annual Meeting

Copies of the revised proposal were provided and the updates made to the proposal were also discussed. State reports were submitted by respective participants. Importance of joint publications and workshops was discussed. The membership list was mentioned and discussed about how more USDA representatives were previously involved. Discussions centered on how to get more agency involvement, including those involved with Situation and Outlook reports. Members were encouraged to send e-mails to those people who might be interested in participating in S 1019. All e-mail lists were updated. The Federal and State Marketing Improvement Program (FSMIP) was discussed as a potential funding source and the USDA-FSMIP program goes through the state agriculture departments for funding. Options were discussed for involvement in other meetings such as AAEA and WCC72. The group decided and planned to have a session at the WCC72 meeting in Las Vegas during June 2005. One changing competitive position was discussed at the meeting: "How do smaller operators remain competitive in the supply chain?"

Objective 1. To assess the evolution of Supply-Chain Management in the fruit and vegetable sector, identifying strategic organizational and marketing implications for diverse firms and specific commodity sub-sectors. Supply Chain Management The quality in the produce sector is closely linked to nature and the local embeddedness of supply chain management and it is used to examine the market segmentation and strategy development. The examples are apples, tart cherries, sweet corn, peaches, potatoes, and blueberries. With regards to New Jersey, Jersey Fresh Survey was conducted in 2004 January and one of the objectives focused on supply of fruits and vegetables directly from the farmers to the local stores or directly selling to the consumers at local town centers. This enables to reduce the cost of marketing and makes fresh produce available to the consumers at a lower price compared to supermarkets. And more over consumers were willing to buy directly from the farm during the summer. This creates the demand for and supply of value added products to the consumers as well as producers. According to the Current Research Information System (CRIS) of USDA, 22 current projects have been involving fruit and vegetable industry issues. These studies dealt with all facets of the fruit and vegetable value chain. The goals of the Apple Committee project are to evaluate the constraints facing Michigan's fresh apple industry and to work with the Michigan Apple Committee to identify some potential marketing/packaging strategies for the industry. At this point, the project analysis has been completed and is currently writing up the results. Besides the project identified, two potential new market opportunities (MSU food service and Central American holiday sales) were identified and worked with several retailers on how to better feature Michigan apples. The Michigan apple shipper's project results were presented at MAC Board Meeting and Michigan Apple Shippers committee meeting. And the members were very receptive and particularly wanted to pursue some more information related to the Central American market. In the fast few years the Michigan tart cherry industry has dealt with significant opportunities and challenges from increasing global expansion of trade to changes in environmental regulations that can place pressure on all phases of the supply chain. Available economic data and information regarding main competitors will be compared to assess the current situation of the industry and the perspective for future expansion. Survey of Michigan tart cherry processors is an on-going project that examines implications of climate change on future competitiveness of the Michigan tart cherry industry. Project results also provide information about aggregate economic, market (quality, standards and yields) and social factors for processors to use as a comprehensive planning tool for the future. Fruit and Vegetable Supply-Chain Management, Innovations, and Competitiveness survey report is available from November 2004 from New York State. Fresh Peach Market Research project is in progress and the survey collected information from consumer focus groups and telephone interviews with households in the Central New York region. The study evaluated how consumers perceive fresh peaches in contest with other fresh fruit available to them in the supermarket and determine market opportunities for premium locally grown (NY) "truly tree-ripened" peaches. The market for locally grown organic produce in the Northeast United States was examined by interviewing key agents throughout the supply chain. Price comparison and member survey data were analyzed to guide pricing and promotion strategies for Community Supported Agriculture (CSA) farms. These analyses resulted in an extension bulletin describing pricing and promotional strategies. Department of Applied Economics and Management, Cornell University continued risk management education with horticultural producers and working with USDA Risk Management Agency personnel, consultants and New York Dept. of Agriculture and Markets. Case studies and educational programs were developed to illustrate use of a new crop insurance product, Adjusted Gross Revenue-Lite program, around the state. Additional risk management tools were developed to assist growers evaluate and select appropriate risk management strategies for their farms. The Business Management and Marketing Education project of New York State has an overall goal of providing business planning and marketing education opportunities and enhance marketing education materials to improve marketing competency among industry members in horticultural industries and educators who work with these sectors. The project mainly deals with what factors and conditions are necessary in order for business and entrepreneurship education to lead to strategic change in small farms and rural areas considering value-added options as well as what information technologies hold the most promise for the marketing of value-added agricultural and food-based businesses. Initial findings of these questions addressed the development of educational materials and methods of dissemination, so that materials, programs and a series of digital video interviews on agriculture and food based businesses and a written set of lessons about business planning and marketing for agriculture and food-based businesses were developed. North Carolina State initiated an USDA project entitled "Marketing Systems Approach to Removing Distribution Barriers Confronting Small-Volume Fruit and Vegetable Growers". The researchers developed four common survey instruments that targeted specific clientele such as growers, wholesalers, extension agents, and marketing agents located in four states (North Carolina, Georgia, Kentucky, and Tennessee) and asked respondents to provide detailed information about their produce marketing supply chain practices and business relationships. Surveys participants were identified through public records and commodity association membership lists and included individuals and companies located in one of four states. The study on Fresh Produce Supply Chain Trade Practices concentrated on fresh produce trade practices and how products move in the value chain. The focus is distinction in trade practices among specific suppliers, geographic location, and products handled and the different marketing channels used to reach consumers. The main objective of this project is to study fresh produce trade practices and how products move in the value chain. The focus is on distinction in trade practices among specific suppliers, geographic location, and products handled and the different marketing channels used to reach consumers. The survey will be conducted among supply chain intermediaries in the U.S. Data collection will be complete by early April with preliminary analysis completed in May 2005. Supply chain alignment and shipping conditions have a substantial impact on produce supply chains, especially when these supply chains cross international borders. After harvesting, shipping conditions are the primary determinant of food quality for highly perishable commodities such as tomatoes and mangoes. The objective of this project (Cost-Benefit Analysis of New Shipping Technology Applied to International Tomato and Mango Supply Chains) is to identify potential improvements in the Puerto Rico and U.S. tomato and mango supply chains. A discrete-event simulation model is created to study and estimate the associated costs and benefits for each stage in a given supply chain. The discrete-event simulation model is designed to analyze overall supply chain performance as well as the cost-benefit impacts of changes made at any given stage. As the research is just beginning, only preliminary findings will be presented. Potential impacts The supply chain management analysis of the fruit and vegetable sectors stipulate industry and market development. The research and development on supply chain management provides useful information to select proper marketing distribution system and improve its efficiency. Analysis of data from marketing surveys gives insight information to understand the consumer purchasing behavior with these two sectors. This kind of versatile information will be more helpful in the process of appropriate market decision making. The project completed in 2004 provided more useful information to take right decisions towards the produce distribution system to the farmers as well as wholesalers. Business Management, Marketing education and training resources provides business planning, organization and knowledge of proper distribution. Producers can utilize the research surveys information to make use of effective supply chain management. Objective 2: To analyze the relative costs and competitiveness of fruit and vegetable sub-sectors, either regionally, nationally, and/or globally, using new and established analytical paradigms which incorporate theories from business schools and other fields. Competitiveness Several previous and present studies address fruit and vegetable industry concerns about pesticide use and food safety implications throughout the production and handling process. Effects of retail and wholesale consolidation on small scale and minority farmers and processors are addressed by several projects. NAFTA and other trade-related issues are analyzed to determine resulting impacts on U.S. fruit and vegetable industry channel members. Other projects include research of new policy reforms, including specialty crop risk management products and the effects on producers. Economists and biologists are collaborating on determining consumer and processor acceptance of new value-added produce, especially to improve quality and integrity of products throughout the handling process. The economic and social analysis of consumers in New Jersey focused on local produce verses non-local produce. Most of the consumers are willing to buy local produce and are concerned about freshness and agro-terrorism. This encourages the local farmers to produce more varieties of fruits and vegetables in view of non-local produce competition and the choice of the consumer. The economic analysis of blueberries in Georgia was carried out to estimate the total cost of cultivation for different types of berries and determine the profitability using risk-rated method. Surveys were conducted to gather the information from various sources like farmers, extension specialists, and vendors of agricultural inputs such as equipment, fertilizers and pesticides. The final report will be more useful to the producers to estimate the profitability of berries production. The project "Banana Production and Marketing in Georgia" targeted to investigate the possibility of growing bananas in sub-tropical areas for the United States niche and ethnic markets. Since the U.S. is the largest consumer and importer in the globe, the positive viability of growing bananas will save a lot of foreign exchange as well as reduce the unit price to the United States. This study will also provide information to the Green Industry. The Fruit and Vegetable study of Georgia provides the trend of the fruit and vegetable markets and prices. The study also covers domestic, regional and international markets, respectively. The project entitled "Trade Regulations and Technical Barriers to Trade" is aimed at investigating regulations that might directly or indirectly affect domestic, regional and international market and price trends for Georgia fruits and vegetables in particular and the U.S at large. This project was aimed to investigate Georgia market potentials for fruits and vegetables into the Caribbean basin region. Results of the study indicated the Caribbean Basin is a potential market for Georgia fruits and vegetables and the U.S. vegetable industry at large. Michigan State University's USDA projects involved a broad perspective regarding the research priority needs for many relevant disciplines including both technical research and research on economics and marketing aspects of major fruits in States including Washington, Oregon, New York, Pennsylvania, etc. Many important industry issues were considered and analyzed with this industry council along with possible strategies to aid the industry in dealing with these issues and problem areas. Some of these important industry issues and problem areas which were considered and analyzed during this past year included: (1) grower and processor pricing issues along with industry implications and alternative strategies, (2) issues related to the industry's federal marketing order program and the interrelationships of this program with other industry programs such as on demand expansion, research needs, USDA purchases, import competition and exports, (3) some possible new industry-wide programs and organizations, (4) demand expansion efforts by the industry such as for growth in domestic markets, new uses, and expanding new and established export markets, (5) funding dangers for MSU extension and research, (6) legal challenges to industry generic promotional programs and possible alternative industry strategies, (7) a new improved crop insurance program for the tart cherry industry including the relationship of crop insurance to the industry's marketing order, (8) adapting USDA conservation programs for tree fruit crops including tart cherries, and (9) improving industry information on orchard acres and ages, sales and inventories by product category, exports by product type and new market opportunities. Agritourism is an essential component to create direct marketing opportunities in fresh fruits and vegetable sales in Indiana State. It creates value added products sale to the farmers and provide the same to the consumers. Purdue University, Departments of Horticulture & Agricultural Economics and the Indiana Agricultural Statistics Service distributed 1,100 surveys to fruit growers in January 2005. Surveys are still being collected with data analysis to begin in April 2005. Preliminary data will be presented at the July 2005 meeting. Potential Impacts The economic analysis of crops will be useful to estimate the cost of the final produce and viability in the competitive market. The cost estimation methods find the feasible solutions to reduce the produce cost. In the competitive environment selling any produce at lower price is essential to attract consumers. At the same time, producers needs to know the estimated cost of production. Possibilities to investigate any crop production in a particular area provide more income to the state and reduce the cost of the product. It also reduces the import burden on a country and reduces the transportation cost burden on the consumer. The fruits and vegetable study is very useful to find consumer and market behavior. Producers, processors and distributors alter their policies towards the consumers' choices. These market studies are useful in the decision making process. Consumers benefit from a more efficient production-marketing system and improved government policies and regulation resulting in an increased availability of safe, high quality fruits and vegetables at affordable prices. More specifically, export and import information and studies are helpful to the producers and distributors to find the new products and new markets nationally and internationally. In the long run, domestic and foreign consumer tastes and preferences as well as reactions to environmental impacts of the production-marketing system will be documented. Knowledge gained from such research signals changes in product form and changes in production, processing, and distribution methods while providing government agencies with important input for policy and regulatory changes. Objective 3: Develop demand models for the produce sector that can be used to evaluate trade, commodity marketing programs, labeling programs, traceability systems, and structural changes in the U.S. produce markets. Demand Models Changes in consumer preferences and perceptions are studied with respect to fruit and vegetable demand. Researchers from fruit-producing states continue to explore new opportunities with fresh cut fruit products. Research and extension professionals are continuing to develop outreach documents and training programs to assist with legal, structural, marketing and other business issues for small producers and processors. In New Jersey, activities carried out on fruits and vegetables include projects such as demand for Jersey Fresh produce, estimation of ethnic produce demand and consumer perceptions about genetically modified produce in the United States, Korea and China. These consumer mail surveys were conducted during years 2003 and 2004. Returns to Investment Analysis on State Agricultural Promotional Program showed quite interesting results in terms of the state marketing program in New Jersey. In 1984, the Jersey Fresh program was implemented by the New Jersey Department of Agriculture and was the first state-funded marketing campaign for agricultural products produced in New Jersey. In an effort to increase the demand for New Jersey farm products, this program was designed to increase consumer awareness of the state's agricultural products as well as to encourage food retailers to promote Jersey Fresh products. This program was funded by USDA's Federal-State Marketing Improvement Program and the New Jersey Department of Agriculture. For every dollar spent on the Jersey Fresh Promotional Program through 2000, New Jersey's agricultural fruit and vegetable sector revenues increased by $31.54. The additional economic activity created in the agricultural industry also had impacts on other parts of the economy, namely agricultural suppliers and service providers. In fact, each dollar spent on Jersey Fresh promotion resulted in an additional $22.95 of sales in agricultural support industries and other related industries. In total, each dollar spent on Jersey Fresh promotion resulted in $54.49 of increased economic output in the State. These Studies reflected consumers concern about fresh produce, willingness to pay for quality produce. According to the survey of Jersey Fresh, more consumers were willing to pay for fresh produce. At present ethnic consumer survey data is being compiled and preliminary results will be available by the end of spring 2005. The New York study is designed to assess the incidence of sauerkraut product use in several product categories along with demographic and geographic variables. The mail survey conducted in 2003 with 2,500 consumers in Northeast and Midwest metropolitan areas and a taste panel of 80 consumers to provide a measure of the viability of new sauerkraut blend product concepts as developed by the Food Science Department at the Geneva Experience Station and identify potential consumer segments to target marketing effort. The preliminary results were presented at the 2004 Empire Fruit and Vegetable Grower Expo in February 2004, and now the final report is available. Northeast Organic Network (NEON) project created enterprise budgets for selected organic crops on participating local farms and used these budgets to highlight key farm practices and traits, as well as analyzing costs and profitability by comparing and contrasting different practices for the same crops across different farms. Enterprise budgets for 11 (Asian greens, beets, carrots, garlic, lettuce, onion, parsnip, strawberry, string bean, tomatoes, winter squash) vegetable and small fruit crops and five (corn, hay, soy, spelt, wheat) grain crops, using data from nine local farms over two growing seasons (2002, 2003). Market Performance in the Tomato Industry of Colorado analyzed the price behavior and geographical market integration of major NAFTA trading partners in the tomato industry. A study in Colorado focused on market potential for value-added enterprises by farmers and ranchers. Past activities related to marketing to chefs in Northern Colorado, new product development by beef producers on the West Slope and retailing is now resulting in publications. This year, research in this area became more closely connected to the rural development. Michigan State is the leading producer of Tart Cherries, Blueberries and Cucumbers for pickling. The Michigan State University works with fruits and vegetable industries for market innovation and demand assessment. The focus of the study in Maine is mainly to assess market trends and potentials for fruit and vegetable industry and to assess consumer demand and consumption of fruit and vegetable products relevant to Maine and the Northeastern region. The other project survey completed to study the consumer attitudes, perceptions, and behavior toward locally grown farm products and the farmers' markets in Maine. Finally, the study results provide information about the market segment mostly to purchase at the farmers' markets and product assortments for the markets. A project completed a work on the effect of changes in production on prices in the northeastern America potato production region. The region includes Maine, Prince Edward Island, Quebec, and New Brunswick. A mail survey was completed towards small food producers on their interest in a shared-use kitchen and storage facilities in Maine. Louisiana State updated vegetable crop budgets namely, 20 crops, and 38 situations. The Strawberries information was collected in the Louisiana market. The focus was consumer preferences for selected retail product attributes. The attributes were origin/brand, price, pesticide strategy, and container. Using conjoint analysis, preliminary analyses were conducted. A second facet of the study was analysis of print advertising by retailers, collected from newspapers, free-standing inserts, and direct mailings. The final phase of the study was to elicit opinions of produce managers in retail grocery stores. Potential Impacts Studying demand models are essential part in agricultural produce business and which would be more useful while controlling supply over the periods. Market surveys provide more information about consumer demand and their tastes towards particular products. These demand models deal with consumers demographics, social and cultural values and in turn these will be more useful to the producers and policy makers to mold their produce towards consumer demand. The studies on market trends are important to fruit and vegetable industry and assessment of consumer demand and consumption of fruit and vegetable products are relevant to producers and distributors. The surveys dealing with consumer attitudes, perceptions, and behavior toward locally grown farm products are essential to promote the local fresh produce and it encourages the local producers, business communities and employment opportunities to be efficient. More specifically, consumer and marketing research provide for systematic evaluation of changes in long-term domestic and foreign consumer tastes and preferences as well as reactions to environmental impacts of the production-marketing system. Knowledge gained from such research signals changes in product form and changes in production, processing, and distribution methods while providing government agencies with important input for policy and regulatory changes. Planned Work As discussed in the annual meeting, members will continue to have joint publications and conduct workshops. The projects dealing with supply chain management will try to reduce the cost of overheads using the innovative technologies. Most projects implimented by members will involve collaboration among regional industries, agencies and commodity groups. A session is being proposed on Produce Supply Issues and Challenges at the 2004 Annual Meeting of the WCC-72. Four papers are being proposed for the presentation which has potential to get published in the Journal of Agricultural and Applied Economics. Majority of the project results are being implemented in the field of supply chain management, trade and competition. Extensive new programs and developmental activities are being planned in conjunction with existing outreach programs. Healthy marketing environment is being planned to avoid unfair trade practices in the North America due to the issues in the competitiveness. The new research will continue in the areas of competitiveness, marketing and supply chain to promote the quality agricultural produce and adding value to the existing products. Research from the S 1019 (old S-222) project will continue to be published in the major agricultural economics and horticulture journals. The committee intends to maintain its close relationship with the Food Distribution Research Society, the International Horticulture Society, and related regional research groups, such as WCC-72 (Agribusiness and Competitiveness) and NEC-165 (Food Marketing). Joint symposia are being explored with each of these groups.

Regional: Cheng, Hsiang-tai, 2004. Maine's Position in the Northeastern America Potato Production Region. Report prepared for the Research and Product Development Committee, Maine Potato Board. 12 Feb. 2004. Eastwood, D., J. Brooker, C. Hall, E. Estes, T. Woods, J. Epperson, and F. Stegelin. 2004. A Marketing Systems Approach to Removing Distribution Barriers Confronting Small-Volume Fruit and Vegetable Growers. Southern Cooperative Series Bulletin (SCSB) 403, 91 p. (http://web.utk.edu/~brooke00/RESEARCH/SCSB_TN_s222.pdf). Cook, Roberta, "Transgenic Produce Slow to Enter Evolving Global Marketplace", California Agriculture, April-June 2004, Vol. 58:2, pp. 82-83. Thilmany, D. and P. Watson. "The Increasing Role of Direct Marketing and Farmers Markets for Western US Producers." Western Economics Forum 3(December 2004). State, Station or Agency: Cheng, Hsiang-tai, 2004. Maine's Position in the Northeastern America Potato Production Region. Report prepared for the Research and Product Development Committee, Maine Potato Board. 12 Feb. 2004. Escalante, C., Archie Flanders Esendugue Greg Fonsah, Curt Lacy, John McKissick, George Shumaker, Don Shurley, Forrest Stegelin, Nathan Smith and Fred White. 2003 Georgia Farm Outlook And Planning Guide, Department of Agricultural and Applied Economics, University of Georgia, AGECON-03-80. Eastwood, D., John Brooker, C. Hall, E.A. Estes, James Epperson, & T. Woods. "A Marketing Systems Approach to Removing Distribution Barriers Confronting Small-Volume Fruit and Vegetable Growers", Southern Cooperative Series Bulletin 403, University of Tennessee Agricultural Experiment Station, Knoxville, Tennessee, http://cals.ncsu.edu/saaesd/scsb/list/2000.htm, August 2004, 110 pages. Fonsah, E.G (2003) "Fresh Market Vegetable Outlook". In: Georgia Vegetable Extension-Research Report 2002, Cooperative Research-Extension Publication No. 5-2003, The University of Georgia, College of Agricultural & Environmental Sciences, pp. 119-124. Fonsah, E. G. (2003) "Vegetable Wholesale Price Trend" In: Georgia Vegetable Extension-Research Report 2002, Cooperative Research-Extension Publication No. 5-2003, The University of Georgia, College of Agricultural & Environmental Sciences, pp. 125-132. Fonsah, E.G (2003). The Caribbean Basin Markets: New Opportunity for Georgia Fruits and Vegetables. Cooperative Extension Service, Agricultural and Applied Economics, The University of Georgia College of Agricultural and Environmental Sciences, AGECON-03-86, August 30. Fonsah, E. G., (2004) "Fruits and Vegetables Situation Trend" In: Georgia Economic Outlook 2004. Selig Center For Economic Growth, Terry College of Business Publication, The University of Georgia. Fonsah, E. G (2004) "Country of Origin (COOL): What it Means to the Fruit and Vegetable Industry". Georgia Extension Vegetable News, Cooperative Extension Service, The University of Georgia, College of Agricultural & Environmental Sciences, Vol. 4, No. 3. pg. 3 (Also see www.ugaveg.org). Fonsah, E. G (2004) "A Decade Of Vegetable Production and Price Outlook". Georgia Vegetable Extension-Research Report 2003, Cooperative Research-Extension Publication, The University of Georgia, College of Agricultural & Environmental Sciences (In press). Fonsah, E.G. (2004) "The Economics of Growing Vegetable Transplants in a Greenhouse" In: Commercial Production of Vegetable Transplants, Extension Bulletin 114B2003, Department of Horticulture, University of Georgia. Fonsah, E.G. (2004) "The Economics of Growing Vegetable Transplants in a Greenhouse" In: Commercial Production of Vegetable Transplants, Extension Bulletin 114B2003, Department of Horticulture, University of Georgia. Fonsah, E. G. (2004) "Changing Trend In Consumer Vegetable Preference: Opportunities and Challenges" Georgia Vegetable Extension-Research Report 2003, Cooperative Research-Extension Publication, The University of Georgia, College of Agricultural & Environmental Sciences In press). Govindasamy, R., B. Schilling, K. Sullivan, C. Turvey, L. Brown and V. Puduri. "Returns to the Jersey Fresh Promotional Program - The Impacts of Promotional Expenditures on Farm Cask Receipts in New Jersey," Food Policy Institute Report RR-0404-006, March 2004. Outreach/Industry Publications Estes, E.A., T. Kleese, and L. Lauffer. "North Carolina Organic Vegetable Production Cost Study". ARE Research Report No.31, Department of Agricultural and Resource Economics, North Carolina State University, Raleigh, NC, 38 pages, June 2003. Thilmany, D and Adrian Card, "Market Fresh", Colorado Agricultural Experiment Station Annual Report. 2004. Thilmany, D., "Farmers Markets in Colorado and the Western US", Southwest Marketing Network Newsletter, December 2004. Thilmany, D., "Farmers Markets and Direct Marketing: Opportunities for Colorado Producers", ABM Update, Vol. 1 September 2004. Thilmany, D and K. Pepinsky, "AMR 04-03. Direct Marketing Agricultural Producers to Restaurants", The Case of Colorado Crop to Cuisine. September 2004. 9 pp. Thilmany, D. ,AMR 04-02. Farmers Markets and Direct Marketing for Colorado Producers. September 2004. 4 pp. Cook, Roberta., "Supply, Demand, and Structural Issues Affecting the Vegetable Seed Industry," Syngenta, Ladera Ranch, California, November, 18, 2004. Cook, Roberta, "Economic Trends in the California Fresh Vegetable Industry," United Farm Workers, Campus, November 12, 2004. Cook, Roberta, "Current Trends in the Marketing Of Fresh Produce," PLB 172, Campus, November 10 2004. Cook, Roberta, "Trends in Marketing Fresh Produce and Fresh-cut Value-Added Products," UNEX/UC Davis Fresh-Cut Products: Maintaining Quality and Safety Short Course, Campus, September 16, 2004. Cook, Roberta, "Trends in U.S. Fresh Produce Marketing," Keynote Speaker, California Fresh Produce and Floral Council, Oakland, California, September 13, 2004. Cook, Roberta, "International Trade in Specialty Crops," DC Ag Leadership Fellows, Campus, August 13, 2004. Cook, Roberta, "The Emerging N. American Greenhouse Tomato Industry Changes Dynamics in the Fresh Tomato Industry," Mexican Greenhouse Producer Association 5th Annual Congress (AMPHI), Guadalajara, Mexico, July 28, 2004. Cook, Roberta, "Greenhouse Tomato Industry Marketing Challenges and Outlook Panel," Mexican Greenhouse Producer Association 5th Annual Congress (AMPHI), Guadalajara, Mexico, July 30, 2004. Cook, Roberta, "Fresh Produce Marketing: New Challenges and Opportunities," UFFVA Leadership Fellows, Campus, July 16, 2004. Cook, Roberta, "Consumer Issues in Quality and Safety," UCD Postharvest Technology Short Course, Campus, June 25, 2004. Cook, Roberta, "The U.S. Fresh Produce Industry: An Industry In Transition," UCD Postharvest Technology Short Course, Campus, June 25, 2004. Cook, Roberta, "Tendencias Internacionales en la Producción, Consumo y Distribución de Frutas y Verduras," Agritrade, Guatemala City, Guatemala, March 24, 2004. Cook, Roberta, "California Agribusiness Executive Seminar," Director and case writer and presenter, Coalinga, California, March 7-9, 2004. Cook, Roberta, "The Emerging N. American Greenhouse Industry Changes Dynamics in the Fresh Tomato Industry," North American Tomato Trade Working Group (NATTWG) and California Tomato Commission Annual Conference, Cabo San Lucas, Mexico, February 11, 2004. Cook, Roberta, "Drivers Affecting the Ca. Fresh Produce Industry," and Panel on "The Current Economic Scene," California Agricultural Leadership Program Seminar, Class 34, Davis Campus, January 16, 2004. Cook, Roberta, "Marketing Trends and Their Implications for Lake County Growers and Shippers," Solutions for Today's Farmers Conference, Kelseyville, California, January 10, 2004. Cook, Roberta, "Becoming Certified: Evaluating the Organic Option," Solutions for Todays Farmers Conference, Kelseyville, California, January 10, 2004. Cook, Roberta, "Globalization and Fresh Produce Marketing: Challenges and Opportunities," Keynote Address to the Annual Meeting of the Yuma Fresh Vegetable Association, Yuma, Arizona, December 4, 2003. Cook, Roberta, "Global Fruit and Vegetable Consumption and Marketing Trends," USA Pears Wholesale-Retail Buyer Conferences in Guadalajara and Mexico City, México, November 17 and 18, 2003. Cook, Roberta, "The Avocado Market: A Growth Market In a Mature Food Industry," Avocado Brainstorming 03 International Conference, Ventura, California, October 31, 2003. Cook, Roberta, "Current Trends In Marketing Fresh Produce," for PMA 2003 Asian Produce Distribution Group, Davis Campus, October 29, 2003. Cook, Roberta, "Forces Driving Change in Fresh Produce Marketing: Implications for Avocados," Keynote Address for the Avocado Society Annual Meeting, Ventura, California, September 20, 2003. Cook, Roberta, "Trends in Marketing Produce and Fresh-cut Products," UCD Fresh-Cut Short Course, Campus, September 9, 2003. Cook, Roberta, "Marketing Apples in a Global Environment: Challenges and Opportunities," Rabobank conference on Pipfruit Marketing, Hawke's Bay, New Zealand, July 30, 2003. Cook, Roberta, "Globalization and Fresh Produce Marketing: Challenges and Opportunities (Keynote Address)," Produce Plus Conference, Auckland, New Zealand, July 28, 2003. Cook, Roberta, "Globalization and Fresh Produce Marketing: Challenges and Opportunities," United Fresh Fruit and Vegetable Association (UFFVA) Fellowship Program, Campus, July 24, 2003. Cook, Roberta, "Drivers of Change Affecting Agriculture in Monterey County: Value-Added Strategies," Monterey County Cluster Event, Salinas, California, July 16, 2003. Cook, Roberta, "Consumer Issues in Quality and Safety," UCD Postharvest Technology Short Course, Campus, June 20, 2003. Cook, Roberta, "Blueberry Outlook, Marketing Trends and Issues for California Blueberry Growers," UC Blueberry Field Day, Kearney Ag Center, May 15, 2003. Cook, Roberta, "Globalization of Food Retailing Presents Challenges and Opportunities to Ag Suppliers," Science Based Information in Support of Sustainable Agriculture and Organic Production Conference, Campus, May 1, 2003. Cook, Roberta, "Global Retailers Enhance the Effects of Food Industry Globalization: Get Ready!," Rural Appraiser's 2003 Spring Ag Outlook Forum, Sacramento, California, April 25, 2003. Cook, Roberta, "The North American Greenhouse Tomato Industry - 2003 Market Outlook," N. American Tomato Working Group (NATTWG), Whistler, Canada, April 23, 2003. Cook, Roberta, "Marketing Fresh Produce in a Consolidating Food Distribution System: Implications for Strategies, Promotion and Consumer Demand," Seminar for the UCD Center for Advanced Studies in Nutrition and Social Marketing, Campus, April 1, 2003. Cook, Roberta, "The Consolidating US Food Distribution System: Implications for the Fresh Cherry Industry," UCD Cherry Industry Short Course, Stockton, California, March 27, 2003. Cook, Roberta, "World Pear Outlook and Implications for the California Industry," Pear Advisory Board of Directors Retreat, Napa, California, March 7, 2003. Cook, Roberta, "Marketing Apples in a Global Environment: Challenges and Opportunties," Mid-Valley Association's California Apple Symposium, Stockton, March 6, 2003. Cook, Roberta, "The Globalization of Retailing: Implications for Agricultural Producers," Northwest Farm Credit System Executive Producer Roundtable Spokane, Washington, February 7, 2003. Cook, Roberta, "Consumer Food Trends," Purdue University Short Course for the Seed Industry, Indianapolis, Indiana, February 5, 2003. Cook, Roberta, "Drivers Affecting the California Fresh Produce Industry," Ag Leadership Class, Campus, January 10, 2003. Sheils, C. et. al. 2004. "Harvesting Change - A Planning Workbook for Apple Growers". NY FarmNet. Dept. of Applied Economics and Management, Cornell University, Ithaca, New York. Uva. W.L. 2004. "Sweet Corn Marketing Channels In New York State - A New York Sweet Corn Grower Survey" RB 2004-05. Dept. of Applied Economics and Management, Cornell University, Ithaca, New York. Cuellar, S. and W. Uva. 2004. "Marketing and Merchandising Practices for Fresh Sweet Corn in Supermarkets - Challenges and Opportunities for the New York State Fresh Sweet Corn Industry". RB 2004-06. Dept. of Applied Economics and Management, Cornell University, Ithaca, New York. Uva, W.L., G.B. White. 2004. "Adjusted Gross Revenue - Lite Crop Insurance Program Case Studies" http://hortmgt.aem.cornell.edu/programs/riskmgt.htm Refereed Conference Proceedings Benjamin, O., R Govindasamy, W Hallman, Ho-Min Jang, and Puduri V., "Consumer Acceptance of Genetically Modified Foods in Korea: Factor and Cluster Analysis." Joint 2004 Northeast Agricultural and Resource Economics Association and Canadian Agricultural Economics Society Annual Meeting Halifax, Nova Scotia, Canada, June 20-23, 2004. Estes, E. A. "Using a Greenhouse Tomato Crop to Recover Bio-Resources from Swine Waste: Economic Analysis", invited poster presentation at the American Farm Bureau Annual Conference held in Honolulu, Hawaii, January 2004. Estes, E.A. "Supply Chain Management Principles at Work in the Wholesale Peach Industry". Proc. of the Southeastern Peach Convention, Gregory Reighard, Clemson University (editor) Savannah, GA, pages 24-26, August 2003. Fonsah, E.G. (2003) "Export Potentials for Georgia Fruits, Vegetables And Nuts: A Case Study of The Caribbean Basin Markets". In: Proceedings of the 2003 Southeastern Regional Vegetable Conference, Savannah Civic Center, January 10-12, pp. 19-24. Fonsah, E. G. (2003) "Specialty Crops Situation and Outlook". 2003 Southern Region Agricultural Outlook Conference Proceedings, September 29 - October 1. http://www.ces.uga.edu/Agriculture/agecon/workshops/2003con/Sroc2003.htm Fonsah, E.G. (2004) "How to Determine Your Break Even Cost in Grape Production" Submitted: Proceedings of the 2005 Southeast Regional Vegetable Conference, Savannah International Trade & Convention Center, Savannah, Georgia, January 7-9, 2005. Fonsah, E.G. (2004) "Domestic Versus Foreign Market Opportunities: Which Route To Take?" In: Proceedings of the 2004 Southeast Regional Vegetable Conference, Savannah International Trade & Convention Center, Savannah, Georgia, January 9-11, 2004, pp. 47-54. Govindasamy, R., Turvey C., and Puduri V., "The Influence of Agro-terrorism on Consumers - Preference for Locally Grown Products: A Case-Study from New Jersey", The 2004 Conference of the Food Distribution Research Society, at the Inn at Morro Bay Morro Bay, California, October 10-13, 2004. Govindasamy, R., and Puduri V., "Consumer Preferences towards Integrated Pest Management Produce." 2004 Annual Meeting of Northeastern Branch-American Society of Agronomy-Soil Society of America, Rutgers EcoComplex, Bordentown, New Jersey, USA, July 11-14 2004. Govindasamy, R., Benjamin O., Hallman W., Ho-Min Jang, and Puduri V., "Public Approval of Plant and Animal Biotechnology In Korea: An Ordered Probit Analysis". Joint 2004 Northeast Agricultural and Resource Economics Association and Canadian Agricultural Economics Society Annual Meeting Halifax, Nova Scotia, Canada, June 20-23, 2004. Cook, Roberta,, "Supermarket Challenges and Opportunities for Fresh Fruit and Vegetable Producers and Shippers: Lessons from the US Experience," Paper presented at the Conference on Supermarkets and Agricultural Development in China  Opportunities and Challenges, Shanghai, China, May 24, 2004, http://ucce.ucdavis.edu/files/datastore/234-240.pdf. Cook, Roberta, "Trends in Global Fruit and Vegetable Production, Demand and Trade: Emphasis on the United States," 23rd World Union of Wholesale Markets Conference, Lisbon, Portugal, October 6, 2003. Uva, W.L. 2004. "Strategies for Selling at the Competitive Produce Market". 2004 Southeast Regional Fruit & Vegetable Convention. January 9, 2004. Refereed Journal Acheampong, Y.J., J.E. Epperson, T.A. Park, and L.F. Gunter. 2004. Profitability Adjustment Patterns in International Food and Consumer Products Industries. Agribus. Int. J., 20(1): 31-43. Bhuyan, S., H. Stewart, R. Govindasamy, F. Hossain, and A. Adelaja. "Satisfaction Evaluation of Food-Away-From-Home Choices by Consumers," Journal of Food Distribution Research. 34(2003): 7-12. Costa, E.F., K. Wolfe, and J.E. Epperson. 2004. The Consumers of Vidalia Onions. J. Food Products Mkting., 10(4), forthcoming. Estes, E.A. "Tomato Wars: A Discussion of How International Trade, Structural Changes, and Competitiveness Affect the North American Produce Industry". Journal of Applied and Agricultural Economics, Vol. 35(2): pages 313-320, August 2003. Eastwood, D.B., J.R Brooker, E.A. Estes, and T.R. Woods. "A Marketing System Approach to Removing Distribution Barriers Confronting Small-Volume Fruit and Vegetable Growers". Journal of Applied and Agricultural Economics, Vol. 35(2): pages 297-304, August 2003. Fonsah, E.G (2002), "Integrated Quality Control Management Strategies in Banana Production, Packaging and Marketing". In: Journal of Food Distribution Research, 34(1), March 2003, pp. 99-106. Fonsah, E.G, G. Krewer and M. Rieger (2003) "Banana Cultivars Trial for Fruit Production, Ornamental Landscape Use and Ornamental Nursery Production in South Georgia" Journal of Food Distribution Research, Vol. 35(1), pp. 86-92. Govindasamy, R., J. Italia, M. Zurbriggen, and F. Hossain. "Producer Satisfaction With Returns From Farmers' Market Related Activity," American Journal of Alternative Agriculture, 18(2003):80-86. Hossain, F., R. Jain and R. Govindasamy. "Financial Structure, Production and Productivity: Evidence from the U.S. Food Manufacturing Industry," Agricultural Economics, 2004. (Accepted) Cook, Roberta, and Timothy Woods "A Path Dependency and Cluster Competitiveness Framework to Examine Regional Marketing Systems and Conflicts," Journal of Agricultural and Applied Economics, 35(2), August 2003. Schuzzler, A., R. Govindasamy, and A. Adelaja. "A Comparative Evaluation of Organic Produce Consumers in New Jersey to New York and Pennsylvania," Journal of Food Distribution Research. 34(2003): 153-162. Thilmany, D. "Direct Food Marketing to Restaurants through Existing Farmer's Market Alliances: The Case of Colorado Crop to Cuisine." Review of Agricultural Economics. 26(September 2004) 404-17. Book Chapters Fonsah, E.G (2003) "Economics of Sustainable Vegetable Production" In: Vegetables: Growth-Nutrition-Quality, Edited by Dr. Ramdane Dris, The Haworth Press, Inc. (In Press). Cook, Roberta,, Hoy Carman and Rich Sexton, "Marketing California's Agricultural Production," Chapter 4 in California Agriculture: Issues and Challenges, Giannini Foundation, University of California Division of Agriculture and Natural Resources, 2004, pp. 89-119.