Estimating strawberry attributes’ market equilibrium values

Jong Woo Choi, Chengyan Yue, James Luby, Shuoli Zhao, Karina Gallardo, Vicki McCracken, Jim McFerson

Research output: Contribution to journalArticlepeer-review

3 Scopus citations

Abstract

We conducted choice experiments with both strawberry producers and consumers. Consumer and producer willingness to pay (WTP) for the fruit attributes were estimated using mixed logit models. Through simulation using the mixed logit model results, we derived the market equilibrium prices, supply and demand curve, as well as quantities demanded and supplied for every fruit attribute. We found the highest equilibrium price was for strawberry internal color followed by flavor. Strawberry breeders can use the information when setting breeding targets, allocating resources appropriately during their breeding process and focusing on the improvement of attributes that produce the highest social surplus and total revenue.

Original languageEnglish (US)
Pages (from-to)742-748
Number of pages7
JournalHortScience
Volume52
Issue number5
DOIs
StatePublished - 2017

Bibliographical note

Funding Information:
This project was funded by Specialty Crop Research Initiatives, U.S. Department of Agriculture.

Keywords

  • Choice experiment
  • Consumer
  • Fruit attribute
  • Producer

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