CucCAP researchers review producers’ willingness to pay for new varieties

Stated preference surveys are a relatively new approach to measuring specialty crop producers’ valuation of breeding traits. CucCAP researchers from NC State University reviewed the literature on specialty crop trait valuation using stated preference surveys and performed a regression meta-analysis to calculate the differences in willingness-to-pay premium between specialty crop producers and consumers. They found that, on average, specialty crop producers place an approximately 20 percentage point higher premium on novel crop traits. These findings will support the development of surveys measuring cucurbit producers’ valuation of the breeding traits and cultural techniques developed in the CucCAP project.

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