Exploring Growers’ Perspectives on Substrate Transitions in American Specialty Crop Production: Challenges and Opportunities for Research and Communication

United States (U.S.) specialty crop growers face myriad decisions regarding substrate selection as sustainability, market demands, and resource limitations influence soilless production systems. Peat is a common component in container substrates despite public concerns about its limited availability, finite supply, and associations with greenhouse gas emissions and environmental impacts, which have prompted growers to seek alternative materials. However, limited research has focused on the experiences, challenges, and research needs of U.S. specialty crop growers related to substrate transitions. The purpose of this mixed-methods study was to explore growers’ key considerations, research interests, and preferred communication methods associated with substrate transitions. An online survey and three focus groups were used to gain insights into growers’ experiences, concerns, and perceived impacts of peat replacement, research needs, and preferred communication channels. Results indicated that financial costs, peat availability, access to peat alternative substrates, and environmental considerations were the main factors influencing potential changes in substrate use. Growers identified key research priorities to assist decision-making, including (1) irrigation and nutrient management strategies, (2) the economic performance of alternative substrates, and (3) locally validated trials demonstrating system compatibility. They preferred practical communication methods for sharing results, including websites, YouTube videos, in-person meetings, on-farm demonstrations, and short podcasts accessible during routine work hours. The findings implied that research, outreach, and communication efforts tailored to growers’ operational contexts will support informed substrate transitions.