Grower Willingness to Pay for Fruit Quality versus Plant Disease Resistance and Welfare Implications: The Case of Florida Strawberry

Zongyu Li, R. Karina Gallardo, Vicki McCracken, Chengyan Yue, Vance Whitaker and James R. McFerson

Journal of Agricultural and Resource Economics, 2020, vol. 45, issue 2

Abstract: We assess decision making when growers choose to invest in a new fruit cultivar, given the tradeoffs between superior fruit quality and improved disease resistance. We also estimate the welfare effects of adopting a cultivar with improved disease resistance. Florida strawberry growers are more willing to pay for fruit quality relative to improved disease resistance. When adopting a cultivar with improved disease resistance, Florida strawberry growers save between $182.40 and $204.50 per 1,000 plants every annual harvest period. Our findings improve the understanding of how strategic decisions are made to meet increasing marketplace demands for superior fruit quality and reduced chemical applications.

Keywords: Crop; Production/Industries (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:ags:jlaare:302450

DOI: 10.22004/ag.econ.302450

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