Research Accomplishment Reports 2011

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Assessing the Consumer Behavior, Market Coordination and Performance of the Consumer-Oriented Fruit and Vegetable Sector

T.A. Woods
Department of Agricultural Economics

 

Non-Technical Summary

The potential impacts of this work will be in three realms:

2011 Project Description

Research results related to produce marketing in Kentucky, regionally, and nationally have been disseminated through producer meetings, trade association meetings, and professional meetings. Results of the KY Food Consumer Survey are maintained on the AEC Ag Economics web site. Various horticulture industry survey results are maintained on the Crop Diversification Center site in the UK College of Agriculture.

2011 Impact

Winery market data provided insight on changing price and business structure patterns in the Mid South and Atlantic regions of the U.S. with a view toward providing better value chain coordination. Food consumer coop procurement strategies for local foods provided management direction for growers and buyers within this specialty foods supply chain. Farm market benefits associated with the use of EBT and debit cards were documented along with best practices for implementation.

2011 Publications

Marvin T. Batte, Wuyang Hu, Tim Woods, and Stan Ernst, Assessing the Contribution of Local Production, Organic Certification, Nutritional Claims, and Product Branding on Consumer Food Choices: A Conjoint Experiment, forthcoming in European Review of Agricultural Economics, doi: 10.1093/erae/jbr039 2012.

Hu, W., T. A. Woods, S. Bastin and L. J. Cox, Analyzing the Demand for New Value-Added Product: Case of Pure Blueberry Sweetener, Journal of International Food and Agribusiness Marketing. 23(1): 56-72, 2011.

Hu, Wuyang, Timothy Woods, Sandra Bastin, Linda Cox, and Wen You, Assessing Consumer Willingness to Pay for Value-Added Blueberry Products Using a Payment Card Survey, Journal of Agricultural and Applied Economics, 43(2):243-258, 2011.

Lindsey Mayes, Tammy Stephenson, Laura Stephenson, Tim Woods, Sara Williamson, Nutrition knowledge and dietary habits of Farmers Market patrons: implications for promoting consumption of locally grown fruits and vegetables, Poster at the 2011 American Dietetic Association Annual Meeting (FNCE) in San Diego September 2011.

Guzhen Zhou, Wuyang Hu, Marvin Batte, Timothy Woods and Stanley Ernst, Household Grocery Shopping Destination Allocations: Have Local Stores Caught on with the Rise of Local Foods, Poster at the 2011 AAEA Meetings in Pittsburgh, PA, July 2011.

Katchova, A.L. and T.A. Woods. The Effectiveness of Local Food Marketing Strategies of Food Cooperatives, Selected paper, Agricultural and Applied Economics Association Meeting, Pittsburgh, PA 24-26 July 2011.

Jordan Shockley, Carl Dillon, and Tim Woods, Estimating the Economic Viability of a New Crop Alternative for the U.S. Organic Market: Edamame A Vegetable Soybean, Poster at the 2011 AAEA Meetings in Pittsburgh, PA, July 2011.

Katchova, A.L., and T.A. Woods. The Role of Food Cooperatives in Local Food Networks, Selected symposium paper, International Food and Agribusiness Management Association World Forum and Symposium, Frankfurt, Germany, 20-21 June, 2011.

Woods, T.A. and A.L. Katchova. Local Food Procurement and Promotion Strategies of Food Cooperatives, Selected paper, Southern Agricultural Economics Association Meeting, Corpus Christi, TX, 5-8 February, 2011. http://ageconsearch.umn.edu/handle/98853

Woods, Tim and Matthew Ernst, 2011 Regional Winegrape Marketing and Price Outlook, UK AEC staff paper, http://www.uky.edu/Ag/NewCrops/winegrapesurvey11.pdf December 2011.

Woods, Tim. Kentucky Farmers Market Association Technology and Food Safety Project" UK AEC Extension series 2011-02, http://www.uky.edu/Ag/NewCrops/AEC 2011-02 FMdebitebt.pdf December 2010.