The rapid expansion of Asian populations in the United States presents significant opportunities and challenges for the eastern U.S. produce sector to take advantage of their close proximity to densely populated areas. Initial crop studies followed by ethnic consumer and crop surveys were conducted to examine vegetable, leafy green, and herb consumption and expenditures among Chinese, Asian Indians, and other Asian groups. Consumer choices were used to prioritize subsequent production trials. Family expenditures were determined for specific Asian produce types and total produce purchases. This market data were extrapolated to the east coast Asian populations to assess potential market size (90% confidence interval, error margin 5.6%). Chinese consumer values ranged from $245 to $296 million per annum and Asian Indians ranged from $190 to $230 million per annum. The average annual fresh fruit and vegetable expenditures by both Asian groups were 2 to 3.5 times respective national averages. Leading Chinese vegetables determined by average expenditures were baby bok choy, pak choy, oriental eggplant, snow pea, oriental spinach, and napa cabbage. Highest expenditure of leafy greens and herbs for Chinese consumers were chives and garland chrysanthemum. This market-driven survey reported consumption of over 100 Asian crops and 42 cultivars were ranked “feasible” to grow in the eastern section of the United States. Horticultural matrices of selection criteria narrowed the list to the most promising candidates for production. As a result, 28 cultivars were then grown in University research and demonstration plots at Massachusetts, New Jersey, and Florida in determining growth characteristics and yield to focus horticultural crop producers. Leading vegetable cultivars for Asian Indian consumers were bitter gourd, eggplant, fenugreek leaves, cluster beans, and bottle gourd. Leading leafy greens and herbs for Asian Indians were turmeric, fenugreek, sorrel spinach, and radish greens. Most of these Asian cultivars were demonstrated to grow well in the three main growing zones of 5, 7, and 9. Phytochemical attributes such as antioxidant activity, polyphenols, and mineral contents were analyzed for several of the leading crop candidates. This initial field and laboratory data shows that many of these ethnic crops can be grown in the eastern United States to direct production opportunities and are nutrient rich to help drive consumer demand.

The population demographics of the eastern U.S has changed in recent years with an increase in immigrants, particularly of Asian and Hispanic origins. This trend motivated the identification of foods preferred by these ethnic communities in 16 states in the region and Washington, D.C., focusing on greens and herbs. Over 100 ethnic greens and herbs were identified as being preferred food choices, from which 40 were selected for further study, representing 10 crops important to four ethnicities: Asian Indian, Chinese, Mexican, and Puerto Rico. Bulletin board focus group and telephone survey participants responded to questions regarding their consumption in 2010. The relevant information was collected to assess retail sales for each crop for each of the four ethnic groups. Results demonstrated that the ethnic crop demand in the eastern U.S is significant, and the prospects for future growth are promising as the population of ethnic consumers in the region is projected to continue to grow.

Extension educators have new computer-assisted tools as audience response systems (clickers) for increasing educational effectiveness and improving assessment by facilitating client input. From 2010-2012, 26 sessions involving 1093 participants in six diverse client categories demonstrated wide audience acceptance and suitability of clickers in agricultural and horticultural programming. Farmers, ag students, and Master Gardeners provided anonymous information using wireless clickers. Analyzed data was shared in each session. Such user-friendly technology improved pedagogy with rapid and sustained learner engagement and through enhanced peer-to-peer instruction. Pre-post assessment and re-teaching techniques provided documentation for group demographics, educational evaluation, and programmatic impacts.