This study uses discrete choice experiments to determine the valuation that individual market intermediaries (e.g., packers, shippers, marketers, and processors) place on targeted fruit quality traits in apple, peach, cherry, and strawberry for both the fresh and processing market. In general, market intermediaries assigned the greatest value to fruit quality traits that would enhance their profitability through increased consumer appeal, increased marketing time windows, or more efficient processing. These results should inform decisions among fruit marketing intermediary enterprises and contribute knowledge to breeding programs to ensure breeding efforts are focused and relevant to the industry and consumers' needs and desires. 259260 GALLARDO ET AL. on the crop, they store their fruit from short-to long-term and strive to retain critical quality characteristics that permit shipment at opportune market times. Packers place fruit in containers that minimize damage during handling and transporting, while shippers transport and deliver the fruit to locations designated by customers under conditions that maintain appropriate quality standards. Processors provide fruit to their customers in varied and convenient forms: fresh-sliced, frozen, juice, sauce, dried, etc.Despite the intrinsic importance of packers, shippers, marketers, and processors (hereafter referred to as "market intermediaries") in contributing to an efficient and profitable fruit-crop supply chain, no published studies have investigated the preferences and values that market intermediaries place on fruit quality. This study aims to fill this gap in the literature by estimating market intermediaries' willingness-to-pay (WTP) for targeted genetic traits of apples, peaches, sweet and tart cherries, and strawberries. BACKGROUNDThis study is part of a larger project called RosBREED, dedicated to the genetic improvement of US rosaceous crops by targeted applications of genetics knowledge and tools to increase the efficiency of breeding programs and accelerate the development of improved cultivars (Weebadde et al., 2010). RosBREED focuses on fruit quality traits for apples, peaches, sweet and tart cherries, and strawberries, which are economically significant specialty crops that are produced in numerous US regions. The project includes a socio-economic component that seeks to systematically collect information on the values assigned by stakeholders along the supply chain and apply results to ensure breeding efforts are focused and relevant to the industry and consumers' needs and desires . This study is centered on market intermediaries' values for fruit quality attributes. One question of interest is how close are breeders' priorities aligned with market intermediaries' values? A recent survey, asked US breeders about the fruit quality attributes with the highest probability of being included when developing a new cultivar (Yue et al. (2012) and Gallardo et al. (2012). Apple breeders stated that they would likely include fruit crispness, fruit juicine...
Labor-saving technologies in agriculture have been fundamental to the advancement of the agricultural industry, and in general, the economies of nations. This article presents a review of several economic theories that form the basis of the economics of labor-saving technologies, including the theory of induced innovation and subsequent theories developed from it. The review also includes empirical application studies and classifies existing literature into ex ante and ex post analyses of technology adoption. It also presents a thorough review of economic studies on the most successful labor-saving technology adoptions in agriculture, including crops and livestock. Finally, we discuss the future of labor-saving technologies in agriculture and their implications for new societal and economic structures.
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.
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