Source: COLORADO STATE UNIVERSITY submitted to
DIFFERENTIATING SMALL FARM PRODUCE OFFERINGS THROUGH NUTRITIONALLY SUPERIOR CULTIVARS, MARKETING, AND EXTENSION PROGRAMS
Sponsoring Institution
National Institute of Food and Agriculture
Project Status
TERMINATED
Funding Source
Reporting Frequency
Annual
Accession No.
0203220
Grant No.
2005-55618-15634
Project No.
COL0-2005-00667
Proposal No.
2005-00667
Multistate No.
(N/A)
Program Code
66.0
Project Start Date
Jun 1, 2005
Project End Date
May 31, 2010
Grant Year
2005
Project Director
Stushnoff, C.
Recipient Organization
COLORADO STATE UNIVERSITY
(N/A)
FORT COLLINS,CO 80523
Performing Department
HORTICULTURE & LANDSCAPE ARCHITECTURE
Non Technical Summary
Direct marketing is integral to the prosperity of most small and medium-sized fresh vegetable producers. We will examine whether the perceived health benefits of nutritionally superior vegetables can be important to market competitiveness of small farms, and if organic or conventional management practices result in differing nutritional value of these crops. First we will analyze the antioxidant health properties of 10 cultivars (varieties) for each of six vegetables commonly sold through direct marketing channels: broccoli, garlic, lettuce, melons, spinach, and tomatoes. Varieties with exceptional properties may provide a competitive supply niche for producers. These vegetables will be simultaneously grown on paired organic and conventional plots over two production seasons. The control of weeds and critical pest control variables unique to organic or conventional practices will help identify those that may be responsible for antioxidant nutritional differences. We will conduct taste panels on promising varieties to assess consumer acceptance. Using a national survey and consumer panels, the team will assess consumer demand for nutritionally superior produce. Estimate willingness to pay for this differentiated product, and evaluate potential labeling, promotion and educational marketing strategies. Finally, we will develop appropriate educational materials for small farm producers to influence adoption of produce varieties with superior nutritional quality, and assist with educational programming to help producers promote these new produce lines to consumers.
Animal Health Component
(N/A)
Research Effort Categories
Basic
10%
Applied
90%
Developmental
(N/A)
Classification

Knowledge Area (KA)Subject of Investigation (SOI)Field of Science (FOS)Percent
2021499100010%
2051499100010%
2051499301010%
2061499100010%
5021499100010%
5021499301010%
5021499302010%
6011499301010%
6041499301010%
6041499302010%
Goals / Objectives
Develop and compare antioxidant phytochemical profiles and organoleptic sensory quality of ten cultivars in each of six nutritious vegetables grown for small farm markets using organic and conventional production methods. Using the foregoing cultivar profile data, test hypotheses that organic production methods and some specific cultivars will enable small farm producers to gain market advantages by growing and selling nutritionally superior produce. Develop enterprise budgets that will enable producers of cultivars with enhanced nutritional attributes and organic production to assess cost differences compared to conventional produce and practices. Assess consumer interest and demand for nutritionally superior produce, especially among consumers who purchase directly from small farmers. Test the hypothesis that consumers are willing to pay more for nutritionally superior produce. Develop educational materials that enable small farm producers to promote and influence consumer adoption of nutritionally superior and high quality vegetable cultivars and assess consumer appeal toward various labeling and promotional materials.
Project Methods
USDA organic certification requirements and recommended conventional techniques will be employed to grow 10 cultivars for each of broccoli, garlic, lettuce, melons, spinach and tomatoes on adjacent research plots of a uniform Nunn clay soil. Nutrient levels of N, P, and K will be adjusted to near equivalency with either composted poultry manure for the organic plots or mineral based fertilizer for the conventional plots. All plots will be drip irrigated and soil moisture levels will be maintained as near to equivalent as practical based on soil moisture probe data. Clearly defined variables for insect, weed, and disease control will be implemented for each crop to minimize confounding effects and to provide a specific comparison of an organic control to a conventional control practice, that can then be examined analytically for antioxidant properties. For example: hand weeding vs. herbicide control for garlic; Bacillus thurengiensis (Bt) for organic control of lepidopteran pests vs. a synthetic insecticide on broccoli; copper fungicide for organic control of spinach downy mildew vs. Ridomil Gold Copper; hand weeding vs. pre-emergent herbicide on lettuce and organic pyrethrum vs. synthetic pyrethroid control of potato psyllids on tomato. Antioxidant profiles will be based upon analytical data of freeze-dried produce samples collected at near optimum maturity, harvested simultaneously from organic and conventional plots. Data will be collected on total phenolics, radical scavenging capacity of hydrophilic and hydrophobic antioxidant activity, and vitamin C and lycopene content as appropriate. Based upon the first year's data of production potential and antioxidant properties sensory panels will be run in the second year to assess quality and appearance. Triangle tests and discriminative tests on a 7-point hedonic scale (n=60) will be used to evaluate cultivars and to compare organic vs. conventionally produced samples with selected cultivars purchased at retail. Enterprise budgets will be developed using baseline spreadsheet data and representative data on capital costs for at least one nutritionally potent cultivar elucidating production costs to compare organic and conventional methods. A national consumer survey with choice sets, likert-scale ratings and double-bounded payment cards will be analyzed with various factor, cluster and econometric techniques to assess consumer interest in nutritionally superior cultivars and to estimate willingness to pay more for produce that has potential to intervene in human health. Focus groups and responses to the consumer survey will be used to develop targeted educational materials for small farm producers and consumers to help promote and influence purchase and consumption of healthy vegetable produce.

Progress 06/01/05 to 05/31/10

Outputs
OUTPUTS: An expedient and viable option for small-scale vegetable growers to market fresh vegetables with outstanding health attributes is to select cultivars that excel in the desired properties. Antioxidant properties, vitamin C, and quality parameters of vegetables grown two years (2005 and 2006) differed consistently and significantly among cultivars. Organic production enhanced antioxidant properties in some cultivars and crops, but cultivar differences contributed by far the largest increment to antioxidant nutritional properties. Differences were also apparent between the two years. Regardless, cultivar rank based upon an antioxidant index was relatively consistent from year to year for melons, tomatoes, broccoli, spinach and lettuce. Sensory attributes must be positive to gain consumer acceptance regardless of advertised nutritional benefits. Taste panels detected differences in the flavor, texture and overall acceptability of broccoli and lettuce due to cultivar but not production method. Appearance of spinach varied with cultivar and growing method, but neither cultivars nor production method altered flavor, texture or overall acceptability. Melon cultivars differed in appearance, flavor, texture and acceptability, and some cultivars were rated higher when grown under organic production, while others rated higher when grown conventionally. A two-year, side by side study with ten tomato cultivars did not support the notion that high yielding cultivars have lower antioxidant, vitamin C and quality attributes. These observations, and the fact that the scope of our study permitted sampling only ten cultivars of each crop, suggests carefully designed cultivar trials with antioxidant and sensory evaluations may be invaluable to small-scale and organic farmers. Our findings also indicated that producers selling fresh produce direct to consumers may be able to increase patronage by: offering diverse, nutritionally enhanced, locally grown produce; locating near consumers in target markets; promoting freshness, antioxidant and vitamin content of produce; showcasing colorful produce on-site while enhancing overall visual appeal of offerings; and finally advertising via food and nutrition electronic newsletters and email, blogs, and when practical, local television. When targeting consumers, we found there are four potential consumer clusters to consider: Urban assurance seekers, quality and safety conscious consumers, price conscious consumers and personal value buyers, all with varying perceptions and values. Urban assurance shoppers and quality/safety conscious consumers represented the greatest short term potential to producers who directly market differentiated fresh produce at a premium PARTICIPANTS: Nothing significant to report during this reporting period. TARGET AUDIENCES: Nothing significant to report during this reporting period. PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.

Impacts
(1)Differences in antioxidant nutritional attributes among cultivars suggests producers may readily tap into specialty niche markets by choosing specific cultivars. Thus, a need exists for nutritional testing of available cultivars. (2) Identification of cultivars with the highest antioxidant and vitamin content will permit organic growers to add an additional value added attribute to marketing programs. (3) Probable yield ranges for 10 cultivars of six major vegetable crops show potential to attain comparable yields for conventional and organic production. (4) No evidence was found to support the contention that high yielding tomato cultivars had inferior health attributes. (5) Enterprise budget and small scale production management guidelines were documented in a Ph.D. dissertation to assist small-scale organic farmers to evaluate cost effectiveness and cultivar choices. (6) While mean sensory scores remained within an acceptable range, differences were detected due to cultivar and production method. (7) Quality, flavor, and freshness critically impact consumer acceptance. (8) Focus group and survey data are being used to educate producers with appropriate promotional messages, pricing strategies and most valued production and product claims. (9) Up to 30% of consumers prefer to buy their fresh produce from farm markets, and direct from producers, countering the long trend of increasing purchases through supermarkets and supercenters. (10) Consumers do distinguish between competing claims and logos. Claims relating a healthy diet rich in fruits and vegetables were most effective in attracting consumers. (11) Consumers may look for additional certification standards and scientific evidence that organic products are of higher quality. (12) Three domestic PhD, one domestic M.S., and one international M.S. graduate student(s) were trained during the duration of this project. Two PhD graduates are employed as assistant professors at a major university and one PhD was hired by a Nestle food corporation. One M.S. student, a Fulbright scholar, is a research scientist in the Philippines.

Publications

  • Bunning, M., P. Kendall. 2007. Health Benefits and Safe Handling of Salad Greens. Colorado State University Extension Fact Sheet #9.373. Colorado State University, Fort Collins, CO.
  • Bunning, M., Kendall, P. Stone, M., H., Stonaker, F. and C. Stushnoff. 2010. Effects of seasonal variation on sensory properties and total phenolic content of five lettuce cultivars. Journal of Food Science 75:156-161.
  • Keeling-Bond, J, D. Thilmany and C. Bond. Direct Marketing of Fresh Produce: Understanding Consumer Purchasing Decisions. CHOICES.21(4) Fall 2006.1-6.Online at http://www.choicesmagazine.org/2006-4/
  • Salandanan, K., M. Bunning, F. Stonaker, O. Kulen, P. Kendall and C. Stushnoff. 2009. Comparative Analysis of Antioxidant Properties and Fruit Quality Attributes of organically and Conventionally Grown Melons (Cucumis melo L.) HortScience 44(7):1825-1832.
  • Stonaker, F. 2009. A Guide for Small-Scale Organic Vegetable Farmers in the Rocky Mountain Region, Department of Horticulture & Landscape Architecture, Colorado State University, Fort Collins, CO. Ph.D. Dissertation: 271p.
  • Bunning, M., Troxell, H., Stonaker, F., Stushnoff, C., Kendall, P. Effects of Cultivar and Growing Method on Sensory Properties of Colorado-grown Broccoli, Lettuce, and Spinach. 2007. 67th Annual Meeting of the Institute of Food Technologists, July 28-Aug. 1, Chicago, IL. Abstract No. 100-40.
  • ABMR 07-03. Thilmany, D., J. Keeling-Bond, and C. Bond. 2007. Buy Local, Buy Fresh Exploring Local Fresh Produce Consumer Motivations and Interests May 2007. 7 pp.
  • Bunning, M., Bruning, J., Troxell, H., Kendall, P. 2007. Use of Focus Groups to Determine Consumer Attitudes toward Fresh Produce Purchases. J. Nutrition Education and Behavior. Abstract P29. 39:(Suppl 4),S116. Presented at the Annual Meeting of the Society for Nutrition Education. July 28-Aug. 1, Chicago, IL.
  • Keeling-Bond, J., D. Thilmany, K. Ryan and C. Bond. 2007. Where Do Consumers Shop for Fresh Produce and Why Proceedings of the WERA-72 Annual Meetings.
  • Salandanan, K., F. Stonaker, C. Stushnoff, M. Bunning, O. Kulen, J. Stushnoff. 2007. Two-Year Comparison of Vitamin C and Antioxidant Properties in Organically and Conventionally Grown Melons (Cucumis melo L.). Abstract. American Society for Horticultural Science Annual Conference, 16-19 July, Scottsdale, AZ. HortScience 42(4): 958.
  • Troxell, H., M. Bunning, Stonaker, F., Stushnoff, C., Kendall, P. 2007. Impact of Cultivar and Growing Method on Sensory Qualities of Melon. 67th Annual Meeting of the Institute of Food Technologists, July 28-Aug. 1, Chicago, IL. Abstract No. 192-20.
  • Troxell-Aldrich, H., K. Salandanan, P. Kendall, M. Bunning, F. Stonaker, O. Kulen and C. Stushnoff. 2010. Cultivar Choice Provides Options for Local Production of Organic and Conventionally Produced Tomatoes with Higher Quality and Antioxidant Content. In press. J. Agric. Food Science. (www.interscience.wiley.com) DOI 10.1002/jsfa.4116
  • Bruning, J., 2007. Assessing Consumer Opinions Regarding Fresh Produce Purchases and Production Methods. Department of Food Science and Human Nutrition, Colorado State University, Fort Collins, CO. M.S. Thesis: 89p.
  • Bunning, M., 2007. Evaluation of Antioxidant and Sensory Properties of Multiple Cultivars of Colorado-grown Lettuce (Lactuca sativa L.). Department of Food Science and Human Nutrition, Colorado State University, Fort Collins, CO. Ph.D. Dissertation: 120p.
  • Salandanan, K. 2008. Comparative Analysis of Antioxidant Properties, Quality Attributes and Yield of Organically and Conventionally Grown Melons (Cucumis melo L.) and Tomatoes (Solanum lycopersicum L.). Department of Horticulture & Landscape Architecture, Colorado State Unversity, Fort Collins, CO. MS Thesis: 112p.


Progress 06/01/08 to 05/31/09

Outputs
OUTPUTS: Management and production guidelines for small scale local production of organic vegetables that include a planning and enterprise development spreadsheet have been completed to provide current guidelines for small-scale, local-market producers. This information combined with nutritional differences, sensory properties, and marketing preferences will enable farmers to make better informed production and marketing decisions. Cultivar differences contributed the highest proportion of significant variation to antioxidant properties, suggesting that choice of cultivars provides a viable option for small farm vegetable growers who are interested in marketing fresh vegetables with outstanding antioxidant properties. While organic production enhanced antioxidant properties in some cultivars and crops, and differences between the two years were significant, cultivar rank based upon an antioxidant index was relatively consistent from year to year for melons and tomatoes. Sensory attributes must be positive to gain consumer acceptance regardless of advertised nutritional benefits. Taste panels detected differences in the flavor, texture and overall acceptability of broccoli and lettuce due to cultivar but not production method. Post harvest calcium dip treatments and storage temperature can be used to enhance quality and food safety attributes of melons and tomatoes. The national consumer survey indicated that producers selling fresh produce direct to consumers may be able to increase patronage by offering diverse, nutritionally enhanced, locally grown produce; locating near consumers in target markets; promoting freshness and vitamin content aspects of produce; showcasing colorful produce on-site while enhancing overall visual appeal of offerings; and finally advertising via food and nutrition electronic newsletters and email, blogs, and when practical, local television. When targeting consumers, we found there are four potential consumer clusters to consider: Urban, Assurance Seekers, Quality and Safety Consumers, Price Conscious Consumers and Personal Value Buyers, all with varying perceptions and values, but with the former two representing the greatest short term potential to producers who directly market differentiated fresh produce at a premium. These results have been shared in a variety of ways including: Colorado Big and Small Conference, Colorado State University fact sheets, as a part of Colorado Building Farmers program curriculum and through CSU Specialty Crop Field days. PARTICIPANTS: Frank Stonaker Marisa Bunning Pat Kendall Dawn Thilmany Heather Troxell Jennifer Bond Craig Bond Jennifer Lloyd Gretchen Nurse TARGET AUDIENCES: Specialty Crop producers Nutrition professionals County and regional Extension agents Small Farmers Direct Market Farmers Technical assistance organizations for farmers PROJECT MODIFICATIONS: Not relevant to this project.

Impacts
(1)Differences in antioxidant nutritional attributes among cultivars suggests producers may tap into specialty niche markets by choosing specific cultivars. Thus, a need exists for nutritional testing of available cultivars. (2) Identification of cultivars with the highest antioxidant properties will permit organic growers to offer an additional value added attribute to marketing programs. (3) Probable yield ranges for 10 cultivars of six major vegetable crops show potential to attain comparable yields for conventional and organic production. (4) Small scale production management recommendations allow farmers to evaluate cost effectiveness and cultivar choices. (5) While mean sensory scores remained within an acceptable range, differences were detected due to cultivar and production method. (6) Quality, flavor, and freshness critically impact consumer acceptance. (7) Focus group and survey data are being used to educate producers of appropriate promotional messages, pricing strategies and most valued production and product claims. (8) Up to 30% of consumers prefer to buy their fresh produce from farm markets, and direct from producers, countering the long trend of increasing purchases through supermarkets and supercenters. (9) Consumers do distinguish between competing claims and logos. Claims relating a healthy diet rich in fruits and vegetables were most effective in attracting consumers. (10) Consumers may look for additional certification standards and scientific evidence of enhanced nutritional quality. ________________________________________

Publications

  • Stushnoff, C., D. Holm, M.D. Thompson, W. Jiang, H.J. Thompson, N.I. Joyce, and P. Wilson. 2008. Antioxidant properties of cultivars and selections from the Colorado potato breeding program. Am. J. Pot. Res. 85:267-276.
  • ABMR 07-04. J. Lloyd, D. Thilmany, J. Keeling-Bond, and C.Bond. Exploring Fresh Produce Consumer Trends: Who Is Buying Fruits and Vegetables Fresher and Closer November 2007. 8 pp.
  • Bond, C., D. Thilmany and J. Keeling-Bond. Understanding Consumer Interest in Product and Process-Based Attributes for Fresh Produce. Spring 2008. Agribusiness: An International Journal. 24(2): 231-252.
  • Bond, C.A., D. Thilmany, and J. Keeling Bond. 2008. What to Choose The Value of Label Claims to Produce Consumers. Journal of Agricultural and Resource Economics, 33(3), 402-427.
  • Fouladkhah, A., Bunning, M., Stone, M., Kendall, P., and Stushnoff, C. 2009. Effects of seasonal variation and agricultural practices on total phenolic content and quality attributes of eight leafy green vegetables. Accepted for 69th Annual Meeting of the Institute of Food Technologists, June 6-June 9, Anaheim, CA.
  • Keeling-Bond, J, D. Thilmany and C. Bond . 2009. What Influences Consumer Choice of Fresh Produce Purchase Location Journal of Agricultural and Applied Economics. April 2009.
  • PFMR- 08-01. J. Lloyd and D. Thilmany. Enterprise Budgeting for Small Farms: A Market Basket Approach. July 2008. 14 pp.
  • Salandanan, K.A., 2008. Comparative analysis of antioxidant properties, quality attributes, and yield of organically and conventionally grown melons (Cucumis melo L.) and tomatoes (Solanum lycopersicum L.). Department of Horticulture and Landscape Architecture, Colorado State University, Fort Collins, CO. M.S. Thesis: 112p.
  • Troxell H, Bunning M, Kendall P, Stonaker F, Stushnoff C. 2008. Effect of CaCl2 treatment, storage time, and growing method on the sensory characteristics of melon. 68th Annual Meeting of the Institute of Food Technologists, June 28-July 1, New Orleans, LA. Abstract No. 056-07. Troxell, H. 2008. Post-harvest treatment effects on quality and safety characteristics of melons and tomatoes. Department of Food Science and Human Nutrition, Colorado State University, Fort Collins, CO. Ph.D. Dissertation: 292p.
  • Thilmany, D., C. Bond, and J. Bond. 2008. Going Local: Exploring Consumer Behavior and Motivations for Direct Food Purchases. American Journal of Agricultural Economics. Volume 90, Number 5, December , pp. 1303-1309(7)
  • Troxell H, Kendall, P., Bunning M, Stushnoff C. 2009. Effects of a Post-Harvest CaCl2 Dip and Storage Temperature on Selected Quality Characteristics of Tomatoes. 69th Annual Meeting of the Institute of Food Technologists, June 6-9, Anaheim, CA. Abstract No. 204-55.
  • Troxell H, Goodridge L, Kendall P, Stushnoff C. 2008. Effect of temperature and CaCl2 dip on aerobic and Enterobacteriaceae counts of organically and conventionally grown melons. 108th Annual Meeting of the American Society for Microbiology, June 1-5, Boston, MA. Abstract No. P-130.


Progress 06/01/07 to 05/31/08

Outputs
Antioxidant properties of vegetables grown two years (2005 and 2006) differed significantly among cultivars, suggesting that choice of cultivars provides a viable and best option for small farm vegetable growers who are interested in marketing fresh vegetables with outstanding antioxidant properties. Similar to 2005, organic production enhanced antioxidant properties in some cultivars and crops. Differences were apparent between the two years, suggesting that environment also contributes to antioxidant properties. Regardless, cultivar rank based upon an antioxidant index was relatively consistent from year to year for melons. Sensory attributes must be positive to gain consumer acceptance regardless of advertised nutritional benefits. Taste panels detected differences in the flavor, texture and overall acceptability of broccoli and lettuce due to cultivar but not production method. Appearance of spinach varied with cultivar and growing method, but neither cultivars nor production method altered flavor, texture or overall acceptability. Melon cultivars differed in appearance, flavor, texture and acceptability, and some cultivars were rated higher when grown under organic production, while others rated higher when grown conventionally. These observations, and the fact that the scope of our study permitted sampling only ten cultivars of each crop, suggests carefully designed cultivar trials with antioxidant and sensory evaluations, while not considered cutting edge science, may be invaluable to small and organic farmers. Our findings indicate that producers selling fresh produce direct to consumers may be able to increase patronage by offering diverse, nutritionally enhanced, locally grown produce; locating near consumers in target markets; promoting freshness and vitamin content aspects of produce; showcasing colorful produce on-site while enhancing overall visual appeal of offerings; and finally advertising via food and nutrition electronic newsletters and email, blogs, and when practical, local television. When targeting consumers, we found there are four potential consumer clusters to consider: Urban, Assurance Seekers, Quality and Safety Consumers, Price Conscious Consumers and Personal Value Buyers, all with varying perceptions and values, but with the former two representing the greatest short term potential to producers who directly market differentiated fresh produce at a premium.

Impacts
(1)Differences in antioxidant nutritional attributes among cultivars suggests producers may tap into specialty niche markets by choosing specific cultivars. Thus, a need exists for nutritioanl testing of available cultivars. (2) Identification of cultivars with the highest antioxidant

Publications

  • Bunning, M., Troxell, H., Stonaker, F., Stushnoff, C., Kendall, P. Effects of Cultivar and Growing Method on Sensory Properties of Colorado-grown Broccoli, Lettuce, and Spinach. 2007.
  • Keeling-Bond, J., D. Thilmany, K. Ryan and C. Bond. Where Do Consumers Shop for Fresh Produce and Why? Proceedings of the WERA-72 Annual Meetings. Forthcoming Fall 2007.
  • Thilmany, D., J. Keeling-Bond, C.Bond, C. Stushnoff, Frank Stonaker, P. Kendall and Marisa Bunning. Eat Your Fruits and Veggies: Exploring Fresh Produce Market Choices. Proceedings of the 2006 Food Distribution Research Society meetings in Quebec-city, Quebec. Published Spring 2007.


Progress 06/01/06 to 05/31/07

Outputs
Antioxidant properties of vegetables grown two years (2005 and 2006) differed significantly among cultivars, suggesting that choice of cultivars provides a viable option for small farm vegetable growers who are interested in marketing fresh vegetables with outstanding antioxidant properties. Similar to 2005, organic production enhanced antioxidant properties in some cultivars and crops. Differences were apparent between the two years, suggesting that environment also contributes to antioxidant properties. Regardless, cultivar rank based upon an antioxidant index was relatively consistent from year to year for melons. Enterprise budgets for small farmers based on costs and probable returns of the six crops are under development along with management recommendations. This information combined with nutritional differences, sensory properties, and marketing preferences will be presented to regional producers at farm conferences, enabling farmers to make better informed production and marketing decisions. Sensory attributes must be positive to gain consumer acceptance regardless of advertised nutritional benefits. Taste panels detected differences in the flavor, texture and overall acceptability of broccoli and lettuce due to cultivar but not production method. Appearance of spinach varied with cultivar and growing method, but neither cultivars nor production method altered flavor, texture or overall acceptability. Melon cultivars differed in appearance, flavor, texture and acceptability, and some cultivars were rated higher when grown under organic production, while others rated higher when grown conventionally. These observations, and the fact that the scope of our study permitted sampling only ten cultivars of each crop, suggests carefully designed cultivar trials with antioxidant and sensory evaluations, while not considered cutting edge science, may be invaluable to small and organic farmers. Results of the national consumer survey continue to be analyzed and shared. Our findings indicate that producers selling fresh produce direct to consumers may be able to increase patronage by offering diverse, nutritionally enhanced, locally grown produce; locating near consumers in target markets; promoting freshness and vitamin content aspects of produce; showcasing colorful produce on-site while enhancing overall visual appeal of offerings; and finally advertising via food and nutrition electronic newsletters and email, blogs, and when practical, local television. When targeting consumers, we found there are four potential consumer clusters to consider: Urban, Assurance Seekers, Quality and Safety Consumers, Price Conscious Consumers and Personal Value Buyers, all with varying perceptions and values, but with the former two representing the greatest short term potential to producers who directly market differentiated fresh produce at a premium.

Impacts
(1)Differences in antioxidant nutritional attributes among cultivars suggests producers may tap into specialty niche markets by choosing specific cultivars. Thus, a need exists for nutritioanl testing of available cultivars. (2) Identification of cultivars with the highest antioxidant properties will permit organic growers to add an additional value added attribute to marketing programs. (3) Probable yield ranges for 10 cultivars of six major vegetable crops show potential to attain comparable yields for conventional and organic production. (4) Enterprise budget and small scale production management recommendations allow farmers to evaluate cost effectiveness and cultivar choices. (5) While mean sensory scores remained within an acceptable range, differences were detected due to cultivar and production method. (6) Quality, flavor, and freshness critically impact consumer acceptance.(7) Focus group and survey data is being used to educate producers of appropriate promotional messages, pricing strategies and most valued production and product claims. (8) Up to 30% of consumers prefer to buy their fresh produce from farm markets, and direct from producers, countering the long trend of increasing purchases through supermarkets and supercenters. (9) Consumers do distinguish between competing claims and logos. Claims relating a healthy diet rich in fruits and vegetables were most effective in attracting consumers. (10) Consumers may look for additional certification standards and scientific evidence that organic products are of higher quality.

Publications

  • Keeling-Bond, J, D. Thilmany and C. Bond. Direct Marketing of Fresh Produce: Understanding Consumer Purchasing Decisions. CHOICES.21(4) Fall 2006.1-6.Online at http://www.choicesmagazine.org/2006-4/
  • Salandananan, K., F. Stonaker, C. Stushnoff, M. Bunning, O. Kulen, J. Stushnoff. 2007. Two-year comparison of vitamin C and antioxidant properties in organically and conventionally grown melons (Cucumis melo L.). Abstr. American Society for horticultural Science Annual Conference, 16-19 July, Scottsdale, AZ. HortScience 42(4): 958.
  • Stushnoff, C., D. Holm, H. Thompson, N.I. Joyce, and P. Wilson. 2007. Antioxidant properties of potato cultivars. Invited symposium speaker at 91st meeting of The Potato Association of America. Abstr. Program and Abstracts. 001.
  • Thilmany, D., J. Keeling-Bond, C.Bond, C. Stushnoff, Frank Stonaker, P. Kendall and Marisa Bunning. Eat Your Fruits and Veggies: Exploring Fresh Produce Market Choices. Proceedings of the 2006 Food Distribution Research Society meetings in Quebec-city, Quebec. Published Spring 2007.
  • Troxell, H., M. Bunning, Stonaker, F., Stushnoff, C., Kendall, P. 2007. Impact of Cultivar and Growing Method on Sensory Qualities of Melon. 67th Annual Meeting of the Institute of Food Technologists, July 28-Aug. 1, Chicago, IL. Abstract No. 192-20.
  • Bunning, M., 2007. Evaluation of Antioxidant and Sensory Properties of Multiple Cultivars of Colorado-grown Lettuce (Lactuca sativa L.). Department of Food Science and Human Nutrition, Colorado State University, Fort Collins, CO. Ph.D. Dissertation: 120p.
  • Bunning, M., P. Kendall. 2007. Health Benefits and Safe Handling of Salad Greens. Colorado State University Extension Fact Sheet #9.373. Colorado State University, Fort Collins, CO.
  • Bunning, M., Troxell, H., Stonaker, F., Stushnoff, C., Kendall, P. Effects of Cultivar and Growing Method on Sensory Properties of Colorado-grown Broccoli, Lettuce, and Spinach. 2007. 67th Annual Meeting of the Institute of Food Technologists, July 28-Aug. 1, Chicago, IL. Abstract No. 100-40.
  • Bunning, M., Bruning, J., Troxell, H., Kendall, P. 2007. Use of Focus Groups to Determine Consumer Attitudes toward Fresh Produce Purchases. J. Nutrition Education and Behavior. Abstract P29. 39:(Suppl 4),S116. Presented at the Annual Meeting of the Society for Nutrition Education. July 28-Aug. 1, Chicago, IL.
  • Keeling-Bond, J., D. Thilmany, K. Ryan and C. Bond. Where Do Consumers Shop for Fresh Produce and Why? Proceedings of the WERA-72 Annual Meetings. Forthcoming Fall 2007.
  • ABMR 07-03. Thilmany, D., J. Keeling-Bond, and C. Bond. Buy Local, Buy Fresh? Exploring Local Fresh Produce Consumer Motivations and Interests May 2007. 7 pp.
  • Bruning, J., 2007. Assessing Consumer Opinions Regarding Fresh Produce Purchases and Production Methods. Department of Food Science and Human Nutrition, Colorado State University, Fort Collins, CO. M.S. Thesis: 89p.


Progress 06/01/05 to 05/31/06

Outputs
Small farm vegetable growers wishing to capture niche markets for direct sales of healthier high antioxidant vegetables may wish to select specific cultivars with high radical scavenging capacity, total phenolics, and vitamin C content. In 2005, our first production year, large differences were detected among cultivars. In some but not all cultivars, organic production also significantly enhanced antioxidant properties. A second production year is underway to test possible cultivar x environment effects. Two series of focus groups identified consumer beliefs and attitudes regarding fresh fruit and vegetable purchases. In August 2005, farmers market purchasers equated freshness with quality, and believed produce purchased at a farmers market was higher in overall value, but did not widely accept the idea of selecting produce based on nutritional value. A second group of Whole Foods shoppers indicated the source and context of nutritional information was critical for consumer acceptance. Solid research results would strengthen the credibility of nutritional content information, add third party confirmation to marketing claims, and assist in making healthier produce choices. Sensory evaluations in 2006 will aid determination of consumer taste preferences among cultivars and production methods. Sensory panel (n=40) tests of broccoli, lettuce, melon, spinach and tomato will complement focus group research and a national marketing survey. Results from these assessments will aid development of outreach instruments to assist producers and consumers. A national-level 2006 consumer survey of fresh produce buyers was employed to better understand consumer purchasing decisions and willingness to pay for alternative attributes. Variability among consumers could be explained by four factors: (1) 40% of the variability among consumer perceptions relates to intrinsic factors such as vitamin content, color, firmness and texture, visual appeal and taste; (2) 24% relates to nutritional function and sources of nutritional information; (3) 21% aligns with source, production practices and locality; and (4) 16% of the differences in concerns relates to perceived value based on price and quality. Consumers could also be classified into sub-groups that were either willing to pay for differentiated product with higher perceived value, restricted by income to purchase produce that seemed like a good value, another group driven by a desire to consume healthy produce because they were more engaged and educated about the concept, or groups that were considered primarily as price-sensitive value seekers who were reluctant to pay extra to support local economies, the environment or other causes, and finally, those who were willing to support local farmers and the economies with fairly small premia on differentiated products.

Impacts
While we recognize that prediction of potential impacts based upon data from a single season is risky at best, and prefer to reserve final conclusions at least until the completion of the 2006 production season, we suggest the following as potential impacts of this research project. (1) Discovery of substantial differences in antioxidant nutritional attributes among cultivars, even in our limited scale replicated trials of ten vegetable cultivars, suggests small and medium sized producers may quickly tap into specialty niche markets by growing specific cultivars. This also suggests a need for more extensive testing from among the hundreds of available cultivars, as well as research into marketing strategies and consumer education. (2) Preliminary data also suggest that antioxidant properties of certain crops and cultivars may benefit from organic production practices. While this must also be confirmed with data from additional production and analytical tests, potential impacts may strengthen producer opportunities. (3) Data from focus group studies and a large-scale national consumer survey will aid development of marketing strategies for small and medium-sized producers, and consumer education leading to healthier diets.

Publications

  • Bunning, M., Kendall, P., Thilmany, D., Stonaker, F., Kulen, O., Guenther, D., Stushnoff, C. 2006. Comparison of vitamin C, total phenolic content, and antioxidant activity of ten melon cultivars grown using conventional and organic methods. 66th Annual Meeting of the Institute of Food Technologists, June 24-28, Orlando, FL. Abstract No. 039G-03.
  • Stushnoff, C., Kendall, P., Thilmany, P., and Stonaker, F., 2005. Differentiating small farm produce offerings through nutritionally superior cultivars, marketing, and extension programs. Abstract. USDA/CSREES Sustainable Agriculture, Ecosystem Management, and Small-Midsized Farms Project Directors Meeting, Oct. 31-Nov. 2, 2005, Washington DC.
  • Kendall, P., 2006. Understanding the Organic vs Conventional Controversy. CAFCS-CATFACS Annual Conference, Denver, CO, January 30, 2006.
  • M. Bunning, C. Stushnoff , P. Kendall, D. Thilmany , F. Stonaker , O. Kulen, D. Guenther and J. Keeling-Bond. 2006. Comparison of vitamin C, total phenolic content, and antioxidant activity of ten melon cultivars grown using conventional and organic methods. Abstr. Colorado State University Health PDP Research Colloquim, April 13-14, Fort Collins, Hilton. (Poster awarded a first place prize)