U.S. peach producer preference and willingness to pay for fruit attributes

Shuoli Zhao; Chengyan Yue; James Luby; Karina Gallardo; Vicki McCracken; James McFerson; Desmond R. Layne

doi:10.21273/HORTSCI10966-16

U.S. peach producer preference and willingness to pay for fruit attributes

Shuoli Zhao, Chengyan Yue, James Luby, Karina Gallardo, Vicki McCracken, James McFerson, Desmond R. Layne

Horticultural Science

Research output: Contribution to journal › Article › peer-review

9 Scopus citations

Abstract

This study investigates U.S. peach producers’ willingness to pay (WTP) for potential improvement of peach fruit attributes. Data were collected from 124 U.S. peach producers. The choice experiment and socioeconomic data were analyzed using mixed logit (ML) models to estimate the producer WTP and preferences for peach attributes. The results indicate that the WTP for attribute values vary across peach producers from different production regions (California and eastern United States), with different selling targets (fresh and processed) and different orchard sizes (smaller or larger than 15 acres). These results provide useful information for peach breeders in prioritizing traits in their breeding programs.

Original language	English (US)
Pages (from-to)	116-121
Number of pages	6
Journal	HortScience
Volume	52
Issue number	1
DOIs	https://doi.org/10.21273/HORTSCI10966-16
State	Published - Jan 2017

Bibliographical note

Funding Information:
This research was funded by the USDA National Institute of Food and Agriculture Specialty Crop Research Initiative project "RosBREED: Enabling marker-assisted breeding in Rosaceae" (2009-51181-05808).

Publisher Copyright:
© 2017, American Society for Horticultural Science. All rights reserved.

Keywords

Choice experiments
Farm size
Marketing
Production targets
Rosaceous fruits

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10.21273/HORTSCI10966-16

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title = "U.S. peach producer preference and willingness to pay for fruit attributes",

abstract = "This study investigates U.S. peach producers{\textquoteright} willingness to pay (WTP) for potential improvement of peach fruit attributes. Data were collected from 124 U.S. peach producers. The choice experiment and socioeconomic data were analyzed using mixed logit (ML) models to estimate the producer WTP and preferences for peach attributes. The results indicate that the WTP for attribute values vary across peach producers from different production regions (California and eastern United States), with different selling targets (fresh and processed) and different orchard sizes (smaller or larger than 15 acres). These results provide useful information for peach breeders in prioritizing traits in their breeding programs.",

keywords = "Choice experiments, Farm size, Marketing, Production targets, Rosaceous fruits",

author = "Shuoli Zhao and Chengyan Yue and James Luby and Karina Gallardo and Vicki McCracken and James McFerson and Layne, {Desmond R.}",

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AU - Zhao, Shuoli

AU - Yue, Chengyan

AU - Luby, James

AU - Gallardo, Karina

AU - McCracken, Vicki

AU - McFerson, James

AU - Layne, Desmond R.

N1 - Funding Information: This research was funded by the USDA National Institute of Food and Agriculture Specialty Crop Research Initiative project "RosBREED: Enabling marker-assisted breeding in Rosaceae" (2009-51181-05808). Publisher Copyright: © 2017, American Society for Horticultural Science. All rights reserved.

PY - 2017/1

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N2 - This study investigates U.S. peach producers’ willingness to pay (WTP) for potential improvement of peach fruit attributes. Data were collected from 124 U.S. peach producers. The choice experiment and socioeconomic data were analyzed using mixed logit (ML) models to estimate the producer WTP and preferences for peach attributes. The results indicate that the WTP for attribute values vary across peach producers from different production regions (California and eastern United States), with different selling targets (fresh and processed) and different orchard sizes (smaller or larger than 15 acres). These results provide useful information for peach breeders in prioritizing traits in their breeding programs.

AB - This study investigates U.S. peach producers’ willingness to pay (WTP) for potential improvement of peach fruit attributes. Data were collected from 124 U.S. peach producers. The choice experiment and socioeconomic data were analyzed using mixed logit (ML) models to estimate the producer WTP and preferences for peach attributes. The results indicate that the WTP for attribute values vary across peach producers from different production regions (California and eastern United States), with different selling targets (fresh and processed) and different orchard sizes (smaller or larger than 15 acres). These results provide useful information for peach breeders in prioritizing traits in their breeding programs.

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KW - Marketing

KW - Production targets

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U.S. peach producer preference and willingness to pay for fruit attributes

Abstract

Bibliographical note

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