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

Brian Coffey, Valentina Trinetta, Londa Nwadike and Umut Yucel

Journal of Applied Farm Economics, 2020, vol. 03, issue 01

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.

Keywords: Crop Production/Industries; Production Economics; Research and Development/Tech Change/Emerging Technologies (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:ags:pujafe:346783

DOI: 10.22004/ag.econ.346783

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