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<p>The objectives of the project are three: </p>
<p>1.To 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, </p>
<p>2.To 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, and </p>
<p>3.To 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).</p>
<p>NON-TECHNICAL SUMMARY:<br/> This research will assess the competitiveness of local supply chains for key fruits and vegetables with respect to conventional, mainstream supply chains. Assessing the potential of local and regional supply chains will help policy makers and private firms make better decisions regarding the design of fruit and vegetable distribution channels.
APPROACH: This study will first compare the economic performance of local supply chains to conventional supply chains. Demand and supply analyses of horticultural products will be conducted. Demand curves will be estimated at the local, regional, and national levels, using price and demographic variables. Data on production, processing and distribution costs will be collected to estimate supply curves for horticultural crops. Data will be from secondary sources (e.g. NASS, NY Ag and Markets) for the period 2000-2008. Primary data on local distribution costs will be collected. The second task is the identification factors that influence the structure, size, and scope of local supply chains. The demand and supply curves estimated above are the basis for this task. The study will employ Coughlan's (2006) Supply Chain Audit Method to evaluate efficiency and performance
of local supply chains. The method has been applied successfully in many sectors and it will be the first application to local foods. The third task is the design of marketing strategies for NYS horticultural industries in terms of price, product, promotion, and place combinations to enhance their market access and profits. Marketing and microeconomic theories, together with outputs from demand and supply analyses, will be used to identify effective strategies for NY horticultural industries. The study will identify appropriate price, product, promotion and place combinations for NY horticultural industries in local and conventional supply chains. The fourth task is to develop educational marketing strategy modules targeted to NYS horticultural industries interested in enhanced participation in local food supply chains. The study will build on earlier marketing modules developed in 2006.
The modules will be completed and updated to reflect findings of the study. CCE educators will be trained in the use of these modules to provide consultation to stakeholders.
<p>PROGRESS:<br/> 2012/10 TO 2013/09Target Audience: Winemakers, winery owners, and vineyard managers in New York State. Vegetable growers in New York State. Fresh fruit and vegetable distributors and retailers in New York State. Hospitals interested in establishing farm-to hospital programs. Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided? I participated in multiple presentations in wine industry events. I also co-developed a program to improve marketing skills among tasting room managers. How have the results been disseminated to communities of interest? The results have been disseminated through presentations, extension publications and academic journals as indicated in the products section of this progress report. What do you plan to do during the next reporting period to accomplish the goals? I
see myself as an extension leader recognized by stakeholders, with education and applied research programs that contribute to improved marketing strategies among specialty crop industries of New York State and the US. To reach this milestone, I will enhance my extension program in three ways. First, I will continue developing new partnerships with extension specialists to increase the effectiveness of my education program in marketing. Second, I will increase my interaction with stakeholders by participating in advisory boards of specialty crop public and private organizations (e.g. New York State Food Policy Council). Finally, I will continue developing new grant proposals in collaboration with Cornell Cooperative Extension colleagues and with industry stakeholders, thus assisting with the transformation of the current Cornell Cooperative Extension operation model.
<p>PROGRESS: 2011/10/01 TO 2012/09/30<br/>OUTPUTS: I have participated in the following extension/outreach/research conferences to share the findings of my research program: M.I. Gomez. "Todays U.S. Food Industry," Food and Agribusiness Management Program Ithaca, New York 17 August 2012. M.I. Gomez. "New Agricultural Industry in New York State Developing an Eastern Broccoli Industry," Agricultural Finance and Management Retreat, Syracuse, NY June 18-19, 2012. M.I. Gomez. "Case Studies on Local Food Supply Chains," The Science of the Upstate Food Shed, Safety, Security, Accessibility. Rochester, NY, March 27, 2012. M.I. Gomez. "How to Become Truly Customer Focused" United Fresh Produce Executive Development Program, March 13, 2012. M.I. Gomez, F. Chaddad, B. Ross. "Overcoming the Threats of Newness: Challenges and Strategies for Entrepreneurship in Emerging Wine Regions,"
Wine Industry Workshop and New York Grape Growers Conference, Waterloo, NY March 2012. M.I. Gomez. "Grape and Wine: Situation and Outlook 2012," Wine Industry Workshop and New York Grape Growers Conference, Waterloo, NY March 2012. M.I. Gomez. "Customer Satisfaction Drivers and Performance in Wine Tasting Rooms: Long Island and the Finger Lakes" Training your Customers: Effective Tasting Room Techniques, Martha Clara Vineyards, Long Island, March 8 2012. M.I. Gomez. "Customer Satisfaction Drivers and Performance in Wine Tasting Rooms the Finger Lakes" 8th Annual Cold Climate Conference, St Paul, Minnesota, February 23, 2012. M.I. Gomez, N. Bills. "Entrepreneurship in Growing Wine Regions: Agriculture and Food Research Initiative (AFRI) Grant," Upper Hudson Valley Grape and Wine Association, January 18, 2012. M.I. Gomez. "2012 Outlook for Grapes, Wine and Ornamental Crops." Charles H.
Dyson School Agricultural Outlook Conference, Ithaca, NY, December 13, 2011. Gomez, M.I. and S. Atallah. "Broccoli Crop Budgets." Developing an Eastern Broccoli Industry Webinar Series, Ithaca NY December 6 2011. Atallah, S. and M.I. Gomez. "Economics of Broccoli Production." 26th Southeast Vegetable and Fruit Expo, November 29-30, 2011- Myrtle Beach, SC. Gomez, M.I., L. Sun, and N. Bills. "Entrepreneurship in Growing Wine Regions." Project presentation at the Thousand Islands Grape and Wine Association, Alexandria NY November 28 2011(estimated size of audience: 20). Gomez, M.I. and S. Atallah. "Economics and the Impacts of Agricultural Research on Clean Plants" NATIONAL CLEAN PLANT NETWORK (NCPN) 2011 Leadership Workshop, Washington DC November 16, 2011. Gomez, M.I. and L. Sun. "Entrepreneurship in Growing Wine Regions." CRAVE Track Sessions, Cornell Cooperative Extension Agriculture
and Food Systems In-service, Ithaca NY November 16th, 2011. Gomez, M.I. "Marketing for Horticultural Businesses: New Educational Modules." Cornell Cooperative Extension Agriculture and Food Systems In-service, Ithaca NY, November 17 2011. Gomez, M.I. and T. Bjorkman. "An Eastern Broccoli industry." New York Produce Show and Conference, New York City NY November 8, 2011. PARTICIPANTS: Not relevant to this project. TARGET AUDIENCES: My target audience consist of all decision-makers (private businesses and public policy makers) in the specialty crop sector (fruits, vegetables and ornamental crops) in New York State and the Northeastern United States. These include the wine associations in New York State and the major fruit and vegetable organizations. PROJECT MODIFICATIONS: Not relevant to this project.
<p>PROGRESS: 2010/10/01 TO 2011/09/30<br/>OUTPUTS: I have participated in the following extension/outreach/research conferences to share the findings of my research program: Call, K. and M.I. Gomez. "Marketing Apple Club Varieties." Presented at the Board of Directors of the NYAG LLC, July 2011. M.I. Gomez. "Localization and Sustainability of Food Value Chains: Lessons, Issues and Research" 2nd Annual Young Social Scientists' Sustainability Research Forum, Ithaca, NY, September 29, 2011. M.I. Gomez. "NE AFRI-GFS Project Overview Enhancing the Food Security of Underserved Populations in the Northeast U.S. through Sustainable Regional Food Systems Development." Northeast Global Food Security project presentation, July 19, 2011, Ithaca, NY. M.I. Gomez. "Case Studies on Local Food Supply Chains". Summer Practicum Presentation, Ithaca, NY, July 7, 2011. Call, K, M.I. Gomez,
and F. Kahn. "Increasing Consumption of ornamentals among the Young" Seeley Conference, Ithaca NY, June 26, 2011. M.I. Gomez and S. Atallah. "Economic Analysis of the Financial Impacts of Grape Leafroll Virus in the Finger Lakes." 60th Finger Lakes Grape Growers Conference Program, Canandaigua, NY, March 4 2011. M.I. Gomez and S. Atallah. "Economic Analysis of the Financial Impacts of Grape Leafroll Virus in the Finger Lakes." The American Society of Enology and Viticulture - Eastern Section (ASEV-ES), Baltimore ME, July 12, 2011. M.I. Gomez. "Localization of Food Supply Chains: Lessons, Issues and Research Needs." Charles H. Dyson School Extension Seminar Series, Ithaca, NY, March 16 2011. M.I. Gomez. "Local Foods: Opportunities for Mainstream Firms." United Fresh Produce Executive Development Program, Ithaca, NY, March 135, 2011. White G. and M.I. Gomez. "2011 Outlook for Grapes, Wine
and Ornamental Crops." Charles H. Dyson School Agricultural Outlook Conference, Ithaca, NY, December 13, 2010. Gomez, M.I. "Sustainability and Food Supply Chains." Science of Natural and Environmental Systems Colloquium Seminar. Ithaca, NY, November 19, 2010. PARTICIPANTS: Not relevant to this project. TARGET AUDIENCES: My target audience consist of all decision-makers (private businesses and public policy makers) in the specialty crop sector (fruits, vegetables and ornamental crops) in New York State and the Northeastern United States. PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.