Diversification of an agricultural operation’s crop mix is considered an environmental and financial management strategy. Environmentally, crop diversification can stabilize the ecosystem via the introduction of biodiversity, allowing for more rapid response to physical and social changes. Economically, crop mix diversification can mitigate risk. Though there are environmental and economic benefits of crop diversification, little economic work has been conducted on crop diversification outside of the row crop industry. This study estimated how internal and external factors affect crop diversification among fruit and vegetable (FV) operations. External factors included access to markets and land; internal factors included farmer beliefs and access to information from extension and network sources. An OLS regression was conducted using data from 1532 farmers across 16 states in the United States. Endogeneity was addressed using an instrumental variable approach and a score endogeneity test indicated that endogeneity was not an issue. OLS results indicate that selling locally increases diversification, while reliance on other farmers for information decreases diversification. A conditional quantile analysis was conducted to reveal factors’ effects across different degrees of diversification. Quantile results indicate that selling locally, season extension technologies, and use of organic practices positively influence crop diversification across all levels of diversification. Receiving information from farmers negatively influences diversification for specialized farms, but positively influences diversification for highly diversified operations.

Young consumers value healthy foods and are willing to pay for them. As young consumers transition into higher paying jobs, their influence in the food system will compound. This study used a convenient sample of university students to understand how young consumers value attributes for fresh produce. With the proliferation of food labels, this study takes a step back to identify four consumer segments with regard to their values on explicit (i.e., organic and local) and implicit (i.e., small-family farms and sustainable) attributes: committed , farm-to-fork , unattached , and skeptic . The study also investigated the impact of personal motives on cluster membership. Although committed consumers placed high value on all attributes, farm-to-fork consumers valued local, sustainable, and small-family farm systems, but did not have positive valuation toward organic. Our findings suggest increasing access to local foods and farmers market patronage is likely to increase consumers’ valuing foods with local, organic, sustainable, and small-family farms attributes.

Native plant use in United States (U.S.) ornamental landscapes is expected to increase in upcoming years. Various market, production, and economic factors may influence a nursery firm’s likelihood of growing and selling native plants. The objective of this study was to investigate production-related factors (e.g., integrated pest management (IPM) strategies, firm characteristics, and plant types sold) that impact commercial native plant sales in the U.S. The research questions included the following: (a) What production factors drive growers to produce native plants? (b) What production factors increase native plant sales? Insights on production-related factors that influence native plant production can be used to understand the decision-making process of native plant growers and encourage additional production of native plants to meet expected increases in demand. Data from the 2014 and 2019 Green Industry Research Consortium’s National Green Industry Survey were used to address this research objective. Green industry firms were categorized by their annual native plant sales, and an ordered probit model was used to assess differences in IPM strategies, firm characteristics, number of plant types grown, sales attributed to different plant types, and actions to address labor issues. In general, firms selling native plants participated in more IPM strategies, sold a more diverse array of plants, and used more sales avenues than non-native plant firms. IPM strategies varied by native plant sales, with firms generating higher native plant sales exhibiting a higher likelihood of removing infested plants, circulating air, managing irrigation, using beneficial insects, and planting pest resistant varieties as part of their IPM strategy than non-native plant firms. Annual native sales and paying higher wages were impacted by plant types sold. Understanding current production and business practices can help identify practices resulting in market success for native plants, the use of which can enhance sustainable landscapes by increasing biodiversity and ecosystem services.

The domestic market for melons, Cucumis melo L., has not been well characterized. The 2011 cantaloupe-related foodborne illness outbreak reduced melon production by 32%, and per capita consumption of cantaloupe and honeydew melons has not recovered. Our objective was to profile and characterize consumer segments of individuals who purchased melons in the 3 months before the survey. Responses from 1718 participants were analyzed by consumption volume and subjected to cluster analysis based on importance of melon attributes. Heavy and moderate consumers preferred local melons over imported. The top four melon attributes were flavor, freshness, ripeness, and sweetness. As consumption increased, consumers placed more importance for their diets. The heaviest consumption group accounted for 22% of the market, and consumed nearly three times the melon servings per month compared with the moderate consumer, and nearly 10 times the servings of the light consumption group. Cluster analysis produced three distinct clusters. Cluster 1 was the most promelon in attitudes and consumption, as well as general health interest, craving sweet food, food pleasure, and variety seeking in foods. The largest segment was cluster 3 and was the ideal group for future targeting of marketing and advertising campaigns for increasing the melon market share with their intermediate consumption and promelon attitudes. Last, members of cluster 2 consumed the lowest amount of melons, spent the least on melons, and traveled the fewest number of miles to purchase them, relative to the other two segments.