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Comparing the importance of fruit traits to different stakeholders: preliminary socio-economics survey results

Comparing the importance of fruit traits to different stakeholders: preliminary socio-economics survey results . Karina Gallardo, Washington State University Chengyan Yue, University of Minnesota Vicki McCracken, Washington State University Jim Luby, University of Minnesota

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Comparing the importance of fruit traits to different stakeholders: preliminary socio-economics survey results

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  1. Comparing the importance of fruit traits to different stakeholders: preliminary socio-economics survey results Karina Gallardo, Washington State University Chengyan Yue, University of Minnesota Vicki McCracken, Washington State University Jim Luby, University of Minnesota Jim McFerson, Washington Tree Fruit Research Commission Alicia Rihn, University of Minnesota DinkarKuchibhotla, Washington State University

  2. Background: Socio-Economics Team Goals • Superior new cultivars can improve profitability and sustainability of U.S. Rosaceae crop industries • Rosaceae breeders have little empirical basis to assign relative importance to traits in new cultivars • Selection targets for new cultivars • Based on breeders’ viewpoints • Influenced by industry and market forces, but not transparently so RosBREED

  3. Socio-Economics Team Goal • Help accelerate and increase efficiency of cultivar development and adoption by identifying valuable breeding trait targets • Determine what each supply chain sector values: • breeders • producers/processors • market intermediaries • consumers • Use this information to develop new cultivars that will be more quickly accepted and have enhanced commercial impact RosBREED

  4. We like firm tart cherries that pit well! What trait is my next breeding target? We like disease resistant apple trees! I like tasty strawberries! Processors Producer survey Fall 2011/ Winter 2012 Market Intermediary survey Spring 2011 Household data analysis 2010; consumer survey 2012 Breeder survey 2010 Socio-Economics Team will determine trait values RosBREED

  5. Tell Us What You Want • TurningPoint surveys scheduled at 14 winter meetings nationwide (7 conducted and analyzed; 10 total conducted) • Quantify grower preferences • Analyze respondent demographics • What traits are most important to producers? • What traits are least important to producers? • What factors influence new cultivar adoption? RosBREED

  6. Grower Clicker Survey Locations What fruit traits are important to you? RosBREED

  7. The next slides summarize survey dataMost important traits Least important traitsCropsTart cherry Sweet cherryStrawberryFresh apple Processing peachSupply chain sectorsBreedersGrowersPackers/Shippers/Processors

  8. Tart Cherry Traits Breeders Producers Market Intermediaries % % RosBREED

  9. Sweet Cherry Traits Breeders Producers Market Intermediaries % % RosBREED

  10. Strawberry MOST Important Traits Breeders California Producers Michigan Producers Market Intermediaries % RosBREED

  11. Strawberry LEAST Important Traits California Producers Michigan Producers Market Intermediaries % RosBREED

  12. Apple MOST Important Traits Breeders Washington Producers Michigan Producers Market Intermediaries % RosBREED

  13. Apple LEAST Important Traits Washington Producers Michigan Producers Market Intermediaries % RosBREED

  14. Processing Peach Traits Breeders California Producers Market Intermediaries % % RosBREED

  15. Summary

  16. Summary (cont.)

  17. RosBREED will develop Marker-Assisted Breeding capability for traits with high economic values (our Jewels) $ Marker-assisted breeding in application

  18. Conclusions • Preliminary data has identified opportunities and challenges • Stakeholders agree and disagree on the importance of certain traits • Consensus on traits • Fruit size in sweet cherries • Flavor in strawberries and apples • Lack of consensus on other traits • Exterior color in apple and strawberry • Flavor in processing peach • Self-fertility in sweet cherry • Some jewels may be rocks! RosBREED

  19. Conclusions • Preliminary data • More survey information has been and will be collected Winter meeting TurningPoint surveys Mail-in grower surveys • Much more analysis will be required – from an S-E, genomics and breeding perspective • Systematic socio-economic approach Unique approach in crop plants & scientific literature Crop trait value Factors influencing decisions to adopt new cultivars • Integral to RosBREED’s goal Help accelerate and increase efficiency of cultivar adoption by identifying breeding targets of value to supply chain stakeholders. RosBREED

  20. Acknowledgements This project is supported by the Specialty Crops Research Initiative of USDA’s National Institute of Food and Agriculture

  21. Questions?

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