Issue link: http://read.dmtmag.com/i/89919
FIGURE 7 Most important reason for adopting a new sweet cherry cultivar (Washington State). 10 15 20 25 30 35 40 0 5 FIGURE 9 Most important reason for adopting a new tart cherry cultivar (Michigan). 10 15 20 25 30 35 40 0 5 (Figure 7). Fruit flavor was the most impor- tant fruit quality attribute, followed by fruit size and fruit firmness (Figure 8). Tart cherry In a survey of 59 growers in Michigan, return on investment, reduced spray needs, and potential market performance were signaled as the top three factors impacting a decision to adopt a new culti- var (Figure 9), whereas productivity, disease resistance, and fruit firmness were the most important fruit quality or tree attributes (Figure 10). What next? These surveys provide a systematic snapshot of the attitudes of a range of pro- ducers. While these results are based on a sample, the overall results are quite consistent and will be complemented by the results of our other socioeconomic studies. The RosBREED socioeconomic team is now compiling and analyzing the data from the surveys of marketing intermedi- aries and growers, and reports will be publicly available soon. This fall, the team will conduct a consumer economic exper- iment focusing on fresh-market apples to assess consumer preferences and willing- ness to pay. Finally, the team will complete a nationwide online survey for consumers. Our socioeconomic studies of fruit sup- ply chain members (growers, packers, shippers, marketers, and consumers) are both comprehensive and unprecedented. Results will provide broadly useful infor- mation as well as helping scientists use marker-assisted breeding to target traits more efficiently and effectively. For more information, visit the project Web site atwww.rosbreed.org. • RosBREED team members who were involved in collecting this infor- mation include Amy Iezzoni, Ksenija Gasic, John Clark, Greg Reighard, Tom Gradziel, Kate Evans, Nnadozie Oraguzie, Jim Luby, David Bedford, Susan Brown, Chad Finn, Jim Hancock, Vance Whitaker, Cholani Wee- badde, Audrey Sebolt, Chengyan Yue, Alicia Rihn, Vicki McCracken, and Shuoli Zhao. FIGURE 8 Most important fruit quality or tree attribute for a successful sweet cherry cultivar (Washington State). 10 15 20 25 30 35 40 45 50 0 5 FIGURE 10 Most important fruit quality or tree attribute for a successful tart cherry cultivar (Michigan). 10 15 20 25 30 0 5 www.goodfruit.com GOOD FRUIT GROWER NOVEMBER 2012 31 PERCENT (of audience survey respondents) Fruit flavor Fruit size Fruit firmness Self fertility Resistance to powdery mildew Other fruit quality attribute Fruit skin color Extended harvest season Resistance to viral diseases PERCENT (of audience survey respondents) Return on investment Potential market performance Fruit quality Horticultural performance Labor availability Scale of operation Reduced spray needs Reputation of breeder/breeder organization Access to financial capital PERCENT (of audience survey respondents) Productivity Disease resistance Fruit firmness Fruit color Pit removal Machine harvest ability Fruit uniformity Soluble solids PERCENT (of audience survey respondents) Return on investment Reduced spray needs Potential market performance Fruit quality Horticultural performance Scale of operation Labor availability Reputation of breeder/breeder organization Access to financial capital