Grower willingness to pay for fruit quality versus plant disease resistance and welfare implications: The case of florida strawberry

Zongyu Li, R. Karina Gallardo, Vicki McCracken, Chengyan Yue, Vance Whitaker, James R. McFerson

Research output: Contribution to journalReview articlepeer-review

1 Scopus citations

Abstract

We assess decision making when growers choose to invest in a new fruit cultivar, given the tradeoffs between superior fruit quality and improved disease resistance. We also estimate the welfare effects of adopting a cultivar with improved disease resistance. Florida strawberry growers are more willing to pay for fruit quality relative to improved disease resistance. When adopting a cultivar with improved disease resistance, Florida strawberry growers save between $182.40 and $204.50 per 1, 000 plants every annual harvest period. Our findings improve the understanding of how strategic decisions are made to meet increasing marketplace demands for superior fruit quality and reduced chemical applications.

Original languageEnglish (US)
Pages (from-to)199-218
Number of pages20
JournalJournal of Agricultural and Resource Economics
Volume45
Issue number2
StatePublished - May 2020

Bibliographical note

Funding Information:
Zongyu Li is a Medicaid data analyst at the Louisiana Department of Health. R. Karina Gallardo is an associate professor and extension economist in the School of Economic Sciences, Puyallup Research and Extension Center at Washington State University, Vicki McCracken is professor and associate dean and director of Extension at the College of Agriculture, Human, and Natural Resources at Washington State University. Chengyan Yue is professor at the Department of Horticultural Science and Department of Applied Economics at the University of Minnesota. Vance Whitaker is associate professor at the Horticultural Sciences Department, Gulf Coast Research and Education Center at the University of Florida. Jim McFerson is a former professor and director of the Tree Fruit Research and Extension Center at Washington State University. This research is funded by the USDA National Institute of Food and Agriculture Specialty Crop Research Initiative project: RosBREED: Combining Disease Resistance with Horticultural Quality in New Rosaceous Cultivars (2014-51181-22378). The authors appreciate comments from Seonghee Lee and Hayk Khachatryan. This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. Review coordinated by Darren Hudson.

Funding Information:
This research is funded by the USDA National Institute of Food and Agriculture Specialty Crop Research Initiative project: RosBREED: Combining Disease Resistance with Horticultural Quality in New Rosaceous Cultivars (2014-51181-22378). The authors appreciate comments from Seonghee Lee and Hayk Khachatryan.

Publisher Copyright:
© 2020 Colorado State University. All rights reserved.

Keywords

  • Adoption of new cultivars
  • Improved cultivars
  • Producer decision making
  • WTP space
  • Welfare estimation

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