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 journalArticlepeer-review

5 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 languageEnglish (US)
Pages (from-to)116-121
Number of pages6
JournalHortScience
Volume52
Issue number1
DOIs
StatePublished - Jan 2017

Bibliographical note

Funding Information:
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).

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

Keywords

  • Choice experiments
  • Farm size
  • Marketing
  • Production targets
  • Rosaceous fruits

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