U.S. Growers' Willingness to Pay for Improvement in Rosaceous Fruit Traits

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

Research output: Contribution to journalReview articlepeer-review

13 Scopus citations


As growers adopt and diffuse improved food crop cultivars, their investment decisions for producing new cultivars control product accessibility and directly affect the entire supply chain. In this study, we estimated growers' willingness to invest (willingness to pay (WTP)) in cultivars with improved quality traits for five rosaceous fruit crops: apple, peach, strawberry, sweet cherry, and tart cherry. WTP values differed by crop, but fruit flavor was consistently rated one of the most important traits, with higher WTP. This information will help breeding programs focus resources to develop superior cultivars for long-term economic sustainability of the rosaceous fruit industry.

Original languageEnglish (US)
Pages (from-to)103-122
Number of pages20
JournalAgricultural and Resource Economics Review
Issue number1
StatePublished - Apr 1 2017

Bibliographical note

Funding Information:
This research was funded by the USDA National Institute of Food and Agriculture Specialty Crop Research Initiative projects "RosBREED: Enabling marker-assisted breeding in Rosaceae" (2009-51181-05808) and "RosBREED: Combining Disease Resistance with Horticultural Quality" (2014-51181-22378).

Publisher Copyright:
Copyright © The Author(s) 2017.


  • choice experiments
  • quality attributes
  • rosaceous fruits
  • willingness to pay


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