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Assessing the Consumer Behavior, Market Coordination and Performance of the Consumer-oriented Fruit and Vegetable Sector

Investigators
Toensmeyer, Ulrich; Bernard, John
Institutions
University of Delaware
Start date
2010
End date
2015
Objective
Develop demand and market valuation models for the produce sector that can be used to evaluate effects of increasingly complex product differentiation schemes (organic, enhanced health claims, biodynamic), trade, commodity marketing programs, labeling programs (local, food miles, Fair Trade), traceability systems, and food safety events in the U.S. produce markets. Analyze the relative benefits and costs, to producers and consumers, of government and industry-led marketing and policy programs (certifications, Leafy Greens marketing order, Country of origin labeling, farmers markets) using both theoretical approaches and empirical evidence from multi-state applied research projects. Assess the changing coordination and supply chain management strategies being implemented in the fruit and vegetable sector and identify strategic organizational and marketing implications for a set of firms that are diverse in terms of commodity, marketing approach and size of operation (including small and mid size farms).
More information

NON-TECHNICAL SUMMARY:
The increase in consumer interest in the the consumption of fruit and vegetables has resulted in the need to assure the most efficient marketing system in order to minimize any additional costs in order to keep prices within the reach of consumers. Also an efficient marketing system assures consumer a safe supply of fruits and vegetables. Consumers are looking for new and diverse channels through which they can purchase their fruits and vegetables. The project will look at the various present and potential new outlets, even possible internet purchases from roadside markets. The outcome will provide useful information to policy makers on the market performance of fresh produce enterprises.

APPROACH:
Secondary data and field survey will be done to describe the present state of the fruit and vegetable marketing systems. Then an analysis will be made to recommend any changes and consumer input will be asked for via a survey. Will be cooperating with other stations in regards to determine costs and benefits of various industry and government led marketing and policy programs- such as country of origin, farmers markets and certifications.

PROGRESS:
2012/01 TO 2012/12
OUTPUTS: Presentations: "Transitioning a Farm to Organic Production and Marketing", Research Update 2011, Food Distribution Research Society Annual Meeting, October 15-19, 2011, Portland, Oregon. PARTICIPANTS: One undergraduate student (Lenny Miles) assisted with this project. TARGET AUDIENCES: People contemplating going into organic vegetable production and marketing. PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.
PROGRESS:
2011/01/01 TO 2011/12/31
OUTPUTS: Presentation: German, Carl, Toensmeyer, Ulrich and Mills, Lenny: ""Transitioning a Farm to Organic Production and Marketing"", Research Update 2011, Food Distribution Research Society Annual Meeting, October 15-19, 2011, Portland, Oregon. PARTICIPANTS: Carl German, - State Agr. Extension Marketing Specialist, Lenny Miles - Student worker. TARGET AUDIENCES: People contemplating going into organic vegetable production and marketing. PROJECT MODIFICATIONS: Not relevant to this project.

Funding Source
Nat'l. Inst. of Food and Agriculture
Project source
View this project
Project number
DEL00671
Accession number
224109
Categories
Natural Toxins
Policy and Planning
Bacterial Pathogens