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Producer Willingness to Pay for Enhanced Packaging to Prevent Postharvest Decay of Strawberries

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  • Coffey, Brian
  • Trinetta, Valentina
  • Nwadike, Londa
  • Yucel, Umut

Abstract

We surveyed specialty crop producers in Kansas and Missouri to determine producer willingness to pay for new active packaging technology that prevents postharvest loss and increases shelf life. The survey also asked demographic questions to determine the producer and operation traits for this growing segment of production agriculture. More than half of those surveyed were female, and 60% were under 50 years of age. Smaller operations tend to utilize direct marketing and social media activity more than larger operations. Parametric willingness to pay estimates are approximately $0.39 per cardboard flat to purchase the antifungal film that increases shelf life of strawberries with a nonparametric lower-bound estimate of $0.31.

Suggested Citation

  • Coffey, Brian & Trinetta, Valentina & Nwadike, Londa & Yucel, Umut, 2020. "Producer Willingness to Pay for Enhanced Packaging to Prevent Postharvest Decay of Strawberries," Journal of Applied Farm Economics, Purdue University, vol. 3(01), January.
    • Handle: RePEc:ags:pujafe:346783
    DOI: 10.22004/ag.econ.346783
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    References listed on IDEAS

    as
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    3. Underhill, Sheila E. & Figueroa, Enrique E., 1996. "Consumer Preferences For Non-Conventionally Grown Produce," Journal of Food Distribution Research, Food Distribution Research Society, vol. 27(2), pages 1-11, July.
    4. McCluskey, Jill J. & Loureiro, Maria L., 2003. "Consumer Preferences And Willingness To Pay For Food Labeling: A Discussion Of Empirical Studies," Journal of Food Distribution Research, Food Distribution Research Society, vol. 34(3), pages 1-8, November.
    5. Hong, Yeon A. & Gallardo, R. Karina & Silva, Marcial & Orozco, Johanna Flores, 2018. "College Students’ Preferences and Willingness to Pay for Fresh Apple Varieties in Peru," Journal of Food Distribution Research, Food Distribution Research Society, vol. 49(2), July.
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