Foods with “clean labels,” that is, foods with few ingredients, may mitigate the stigma from the lack of healthfulness in processed food products. However, with conventional technologies, clean labels are difficult to achieve. We conducted a survey, including choice experiment scenarios, in which half of the respondents were presented scenarios to purchase a shelf‐stable ready meal with a clean label/fewer ingredients, and the other half were presented scenarios including the clean label/fewer ingredients and a new technology that allows for processed foods to be produced with fewer ingredients. In general, respondents were willing to pay a price premium for the clean label and the new food technology used. However, such preferences were heterogeneous. In the version of the survey that did not include the type of technology, the classes were “clean label incredulous,” “moderate believers in clean labels,” and “strong believers in clean labels.” In the survey version including the type of technology, the classes were “clean label indifferent and technology takers,” “moderate believers in clean labels and technology indifferent,” and “strong believers in clean labels and technology indifferent.” Our findings underscore the importance of providing consumers with information about a new technology and the resulting benefits to reduce perceived risks and increase consumer acceptance.
Advances in precision agriculture technologies provide opportunities to improve the efficiency of agricultural production systems, especially for high-value specialty crops such as fresh apples (Malus domestica). We distributed an online survey to apple growers in Washington, New York, and Michigan to elicit stakeholder perceptions of precision agriculture technologies. Findings from this study demonstrated that growers are willing to adopt precision agriculture technologies when they receive results from applied research projects and are engaged with active extension programs. The availability of customized services and purchasing and rental options may minimize the effects of the economies of size that create barriers to adopting increasing access to technologies. Finally, respondents deemed collaborative efforts between industry and academic institutions crucial for adapting the innovation to better address the needs of growers.
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