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U.S. Growers’ Willingness to Pay for Improvement in Rosaceous Fruit Traits

  • Chengyan Yue, Shuoli Zhao, Karina Gallardo, Vicki McCracken, James Luby and Jim McFerson...

As growers adopt and diffuse improved food crop cultivars, their investment decisions for producing new cultivars control product accessibility and directly affect the entire supply chain. In this study, we estimated growers’ willingness to invest (willingness to pay (WTP)) in cultivars with improved quality traits for five rosaceous fruit crops: apple, peach, strawberry, sweet cherry, and tart cherry. WTP values differed by crop, but fruit flavor was consistently rated one of the most important traits, with higher WTP. This information will help breeding programs focus resources to develop superior cultivars for long-term economic sustainability of the rosaceous fruit industry.

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This is an Open Access article, distributed under the terms of the Creative Commons Attribution licence (, which permits unrestricted re-use, distribution, and reproduction in any medium, provided the original work is properly cited.
Corresponding author
Correspondence: Chengyan Yue ■ 1970 Folwell AvenueSt. Paul, MN 55108 ■ Phone 612.626.3974 ■ Email
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This research was funded by the USDA National Institute of Food and Agriculture Specialty Crop Research Initiative projects “RosBREED: Enabling marker-assisted breeding in Rosaceae” (2009-51181-05808) and “RosBREED: Combining Disease Resistance with Horticultural Quality” (2014-51181-22378).

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Agricultural and Resource Economics Review
  • ISSN: 1068-2805
  • EISSN: 2372-2614
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