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<p>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. </p>
<p>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. </p>
<p>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).</p>
<p>NON-TECHNICAL SUMMARY:<br/> n recent years, greater concerns with respect to diet and nutrition have led to an increased number of marketing and promotional messages focused on the benefits of eating fresh fruit and vegetables. Both consumers and retailers have responded to the spotlight on fresh produce, resulting in increased purchases, marketing resources and even new legislation to promote Specialty Crop production in the US. Consumers and households are also fueling changes in the food system as they seek to purchase their produce through channels as diverse as direct marketing and traditional supermarkets, and with expectations as broad as picking their own produce to highly branded products with 3rd party certifications. Still, little is known about the response of increasingly demanding consumers and food supply chain partners, the changing coordination and supply
chain responses of fruit and vegetable enterprises or the response to regulations and policies developed to oversee and guide new innovations in this sector. Our intended outcomes and impacts are to inform policymakers on the market performance of fresh produce enterprises under new policies and marketing strategies, and guide industry stakeholders in their long-term planning on consumer behaviors and demand changes.
<p>APPROACH:<br/> We will extend past research and work cooperatively with other states on models, surveying and experimental approaches to improve the validity of market valuation estimates on a variety of produce claims (production origin, organic, nutrient claims, other production protocols). As the methods used evolve (as discussed below), the group will collaborate on marketing studies, identified by industry and NGO groups as high priority, to evaluate consumer behavior. Specifically, we will focus on the emerging market criteria and integrate them into consumer demand and valuation analyses using techniques that incorporate product characteristics. To assess the effectiveness of marketing programs, we plan to examine the impacts of various governmental health, local food and marketing order initiatives, sharing expertise on research design. In addition, we will use
estimates from past and on-going market studies to evaluate expected impacts of various policies that form, change and evolve in produce markets, including, but not limited to Country of origin labeling, food safety and nutritional claims.
<p>PROGRESS: 2011/10 TO 2012/09<br/>Target Audience: In Spring 2012 Durham presented findings on Eco-Label Certifications and the Consumer to graduate students in crop, soil science and horticultural fields studying sustainable agricultural pracctices and Green Labeling to students in an Organic and Third Party Certifications Practicum. Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided? Nothing Reported How have the results been disseminated to communities of interest? Findings were disseminated to agricultural students and to domestic and international visitiors at the Food Innovation Center Experiment Station. What do you plan to do during the next reporting period to accomplish the goals? Publications will be produced based on the methodologies developed. A proposal will be submitted for the
development of procedures for entrepreneurial use of sensory and willingness to purchase consumer testing.
<p>PROGRESS: 2010/10/01 TO 2011/09/30<br/>Target Audience: Consumers, producers, processors, and marketers of fruits and vegetables and the educators, researchers, and government agencies serving their interests. Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided? Nothing Reported How have the results been disseminated to communities of interest? Research results were presented at the Oregon Potato Commission Annual Meeting to producers distributors. French fry quality results were presented and reported to a team of National Potato Promotion Board marketers and report used by the NPPB was used as part of marketing package for international sales and training. What do you plan to do during the next reporting period to accomplish the goals? Durham will lead development of research articles, continue to
undertake feasibility studies and research for value added fruit and vegetable marketing. A proposal for training materials forentrepreneurial use of consumer testing will be submitted.