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

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
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

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

Funding

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).

Funders	Funder number
USDA National Institute of Food and Agriculture Specialty Crop Research Initiative	2009-51181-05808

Keywords

Choice experiments
Farm size
Marketing
Production targets
Rosaceous fruits

ASJC Scopus subject areas

Horticulture

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10.21273/HORTSCI10966-16

Cite this

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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.",

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AU - Yue, Chengyan

AU - Luby, James

AU - Gallardo, Karina

AU - McCracken, Vicki

AU - McFerson, James

AU - Layne, Desmond R.

PY - 2017/1

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

Abstract

Bibliographical note

Funding

Keywords

ASJC Scopus subject areas

Access to Document

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