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U.S. Growers’ Willingness to Pay for Improvement in Rosaceous Fruit Traits

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  • Yue, Chengyan
  • Zhao, Shuoli
  • Gallardo, Karina
  • McCracken, Vicki
  • Luby, James
  • McFerson, Jim

Abstract

As growers adopt and diffuse improved food crop cultivars, their investment decisions for producing new cultivars control product accessibility and directly affect the entire supply chain. In this study, we estimated growers’ willingness to invest (willingness to pay (WTP)) in cultivars with improved quality traits for five rosaceous fruit crops: apple, peach, strawberry, sweet cherry, and tart cherry. WTP values differed by crop, but fruit flavor was consistently rated one of the most important traits, with higher WTP. This information will help breeding programs focus resources to develop superior cultivars for long-term economic sustainability of the rosaceous fruit industry.

Suggested Citation

  • Yue, Chengyan & Zhao, Shuoli & Gallardo, Karina & McCracken, Vicki & Luby, James & McFerson, Jim, 2017. "U.S. Growers’ Willingness to Pay for Improvement in Rosaceous Fruit Traits," Agricultural and Resource Economics Review, Cambridge University Press, vol. 46(1), pages 103-122, April.
    • Handle: RePEc:cup:agrerw:v:46:y:2017:i:01:p:103-122_00
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    Cited by:

    1. Herrington, Caitlin L. & Ortega, David L. & Maredia, Mywish K. & Reyes, Byron A., 2023. "Does Bid Quantity Matter? Comparing Farmer Willingness-to-Pay for Specified vs Open-Ended Quantities of Biofortified Bean and Maize Seed in a Non-hypothetical Field Experiment," 2023 Annual Meeting, July 23-25, Washington D.C. 335919, Agricultural and Applied Economics Association.

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