Farmers Markets: Consumer Trends, Preferences, and Characteristics

This study provides an overview of attitudes, preferences and characteristics of consumers who shop at farmers’ markets. Besides demographics, the characteristics examined in this report include consumption trends of fresh fruits and vegetables in terms of quantity and variety, preferences for organic produce, amount spent per visit, frequency of visits, number of farmers’ markets patronized, retail outlets visited by consumers during 1996, factors affecting where to purchase produce and consumers intentions to visit farmers’ markets in 1998. In addition, consumers’ expectations of quality, variety and the prices of farmers’ market produce compared to other retail facilities and a rating of farmers’ market characteristics are also presented. The results, based on a consumer survey of 336 patrons of New Jersey farmers’ markets, revealed that absence in customers’ vicinity, lack of knowledge about market existence and inconvenience in terms of time and location were the main reasons for not patronizing these outlets in 1996. The majority of respondents indicated that they had increased the amount and variety of fresh fruits and vegetables consumed compared to five years ago. On average, consumers spent $16 per visit and the majority had attended between 2 to 4 different farmers’ markets in 1996. The majority visited these facilities either once a week, once every two weeks or once a month. Compared to other retail facilities, consumers generally expected the quality of the produce sold at farmers’ markets to be higher. Additionally, they expected to find a wider variety of produce and lower prices. The majority of respondents indicated that quality and freshness were the most important factors affecting their food purchasing decisions. Survey results showed that peaches, apples, melons and blueberries were the fruits that consumers bought most frequently at New Jersey farmers’ markets, while sweet corn, tomatoes, peppers and snap beans were the most popular vegetables. In addition, baked goods, flowers, jams, jellies and preserves were the most demanded value-added items. Participants used fruits and vegetables for fresh consumption, v canning, freezing and preserving. With regard to methods of recognition, roadside signs, newspapers, passing by, word-of-mouth and flyers were mentioned the most. Consumers who are most likely to patronize farmers’ markets tend to be female, Caucasian, from higher income groups, at least 51 years old and well educated. Almost all respondents reported that they intend to visit farmers’ markets in 1998. On average, survey respondents ranked the quality of products and employee attitude as very good, while appearance of facility, convenience of location, variety of products, cleanliness of facility, parking and prices received a mean score between good and very good. In general, consumers tend to agree that freshness and direct contact with farmers are the main factors that drive people to farmers’ markets; that these facilities help support local agriculture and that by attracting customers to downtown areas, farmers’ markets boost local economies. The insights provided by this project are expected to help producers and managers of farmers’ markets allocate their resources more efficiently to better meet consumers’ needs. Moreover, patrons’ demographic and socio-economic characteristics could aid marketers in the identification of potential target markets.Agribusiness, Consumer/Household Economics, Food Consumption/Nutrition/Food Safety, Marketing,

Farmers Markets: Producers Characteristics and Status of Their Businesses

The purpose of this study was to provide an overview of the attributes of producers who participate in farmers’ markets and to examine different aspects of their operations. In addition to demographics, the characteristics explored in this report include farm size, acreage grown, wholesale and retail activities, location, and personnel employed. Data related to business development, ownership status, days of operation, products sold, marketing and organic production was also collected. The results show that the majority of New Jersey growers who retail through farmers’ markets began this type of activity since 1990 and while their businesses were still in a state of growth. However, the average number of acres planted and workers employed characterized farmers’ markets as small scale operations. The income from these facilities represented, in general, less than 40 percent of the total retail gross sales. Most producers indicated that they were satisfied with the profit margin obtained. Farmers usually attended 1 market per day and traveled an average of 54 miles daily. In particular, farmers chose farmers’ markets as a retail channel because they could obtain higher prices, target a greater volume of people, interact with customers and lower overhead costs. Tomatoes, corn, herbs, peaches, flowers, apples and greens were the most important farm products sold based on dollar value. Although the majority of the farmers sold value-added products, only 23 percent of those surveyed offered organic produce. Prices were usually determined by comparison with chain stores or based on cost accounting, market reports or experience. In general, participants believed that their farmers’ market operations would continue to expand over the next five years. The descriptive results presented in this report help identify the characteristics that contribute towards growers’ participation in the farmers’ markets and the factors that make these operations a viable marketing alternative. These findings may be especially useful for those in charge of the planning and coordination of farmers’ markets.Agribusiness, Marketing,

Farmers Markets: Managers’ Characteristics and Factors Affecting Market Organization

The resurgence of farmers’ markets in New Jersey has been welcomed by farmers, consumers and municipalities alike. This form of direct marketing has the potential to benefit all three sectors simultaneously. Farmers’ markets allow growers to capture a greater share of the consumer’s food expenditure thus increasing their profitability. Similarly, consumers’ need for fresh, high quality commodities as well as for farm-based recreational experiences are met. Also, drawing customers to downtown areas can contribute to the revitalization of these areas by boosting the business of local retailers. However, despite their rapid spread throughout the state, no study has been conducted on the efficiency of the farmers’ markets in terms of management and organization. This study provides an overview of various characteristics of managers as well as of the factors that have an effect on the organization and well functioning of these direct marketing outlets. Besides demographics, some of the managers’ characteristics analyzed are: source of employment, years of experience, farming expertise, their presence in the facility during selling hours and methods used to recruit producers. With regard to market organization, some factors explored are: location, market layout, criteria for market’s site, methods of promotion and advertisement (including special events), days of operation and fees charged to vendors. In addition, rivalry among farmers and between farmers and local retailers is considered as well. The results show that farmers’ markets managers are employed by several different entities. These are cities, townships, counties, downtown revitalization and special improvement district organizations, farmers’ markets and business associations among others. The majority of the managers supervise the market’s operations during selling hours, have no farming experience and have been working as managers for less than 2 years. Managers recruit farmers either personally, by contacting Ag Extension offices and/or through the North Jersey Farmers’ Markets Council. The average age of the respondents was 45 and the majority were Caucasian, had at least graduated from college and had an annual household income of $70,000 or over.Agribusiness, Industrial Organization, Marketing,

Expression of a Chloroplast-Targeted Cyanobacterial Flavodoxin in Tomato Plants Increases Harvest Index by Altering Plant Size and Productivity

Tomato is the most important horticultural crop worldwide. Domestication has led to the selection of highly fruited genotypes, and the harvest index (HI), defined as the ratio of fruit yield over total plant biomass, is usually employed as a biomarker of agronomic value. Improvement of HI might then result from increased fruit production and/or lower vegetative growth. Reduction in vegetative biomass has been accomplished in various plant species by expression of flavodoxin, an electron shuttle flavoprotein that interacts with redox-based pathways of chloroplasts including photosynthesis. However, the effect of this genetic intervention on the development of reproductive organs has not been investigated. We show herein that expression of a plastid-targeted cyanobacterial flavodoxin in tomato resulted in significant reduction of plant size affecting stems, leaves, and fruit. Decreased size correlated with smaller cells and was accompanied by higher pigment contents and photosynthetic activities per leaf cross-section. Flavodoxin accumulated in green fruit but declined with ripening. Significant increases in HI were observed in flavodoxin-expressing lines due to the production of higher fruit number per plant in smaller plants. Therefore, overall yields can be enhanced by increasing plant density in the field. Metabolic profiling of ripe red fruit showed that levels of sugars, organic acids, and amino acids were similar or higher in transgenic plants, indicating that there was no trade-off between increased HI and fruit metabolite contents in flavodoxin-expressing plants. Taken together, our results show that flavodoxin has the potential to improve major agronomic traits when introduced in tomato.Fil: Mayta, Martín Leonardo. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico Conicet - Rosario. Instituto de Biología Molecular y Celular de Rosario. Universidad Nacional de Rosario. Facultad de Ciencias Bioquímicas y Farmacéuticas. Instituto de Biología Molecular y Celular de Rosario; ArgentinaFil: Arce, Rocio Cecilia. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico Conicet - Rosario. Instituto de Biología Molecular y Celular de Rosario. Universidad Nacional de Rosario. Facultad de Ciencias Bioquímicas y Farmacéuticas. Instituto de Biología Molecular y Celular de Rosario; ArgentinaFil: Zurbriggen, Matias Daniel. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico Conicet - Rosario. Instituto de Biología Molecular y Celular de Rosario. Universidad Nacional de Rosario. Facultad de Ciencias Bioquímicas y Farmacéuticas. Instituto de Biología Molecular y Celular de Rosario; ArgentinaFil: Valle, Estela Marta. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico Conicet - Rosario. Instituto de Biología Molecular y Celular de Rosario. Universidad Nacional de Rosario. Facultad de Ciencias Bioquímicas y Farmacéuticas. Instituto de Biología Molecular y Celular de Rosario; ArgentinaFil: Hajirezaei, Mohammad Reza. Leibniz Institute Of Plant Genetics And Crop Plant Research.; AlemaniaFil: Zanor, María Inés. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico Conicet - Rosario. Instituto de Biología Molecular y Celular de Rosario. Universidad Nacional de Rosario. Facultad de Ciencias Bioquímicas y Farmacéuticas. Instituto de Biología Molecular y Celular de Rosario; ArgentinaFil: Carrillo, Nestor Jose. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico Conicet - Rosario. Instituto de Biología Molecular y Celular de Rosario. Universidad Nacional de Rosario. Facultad de Ciencias Bioquímicas y Farmacéuticas. Instituto de Biología Molecular y Celular de Rosario; Argentin

COP1 destabilizes DELLA proteins in Arabidopsis

DELLA transcriptional regulators are central components in the control of plant growth responses to the environment. This control is considered to be mediated by changes in the metabolism of the hormones gibberellins (GAs), which promote the degradation of DELLAs. However, here we show that warm temperature or shade reduced the stability of a GA-insensitive DELLA allele in Arabidopsis thaliana. Furthermore, the degradation of DELLA induced by the warmth preceded changes in GA levels and depended on the E3 ubiquitin ligase CONSTITUTIVELY PHOTOMORPHOGENIC1 (COP1). COP1 enhanced the degradation of normal and GA-insensitive DELLA alleles when coexpressed in Nicotiana benthamiana. DELLA proteins physically interacted with COP1 in yeast, mammalian, and plant cells. This interaction was enhanced by the COP1 complex partner SUPRESSOR OF phyA-105 1 (SPA1). The level of ubiquitination of DELLA was enhanced by COP1 and COP1 ubiquitinated DELLA proteins in vitro. We propose that DELLAs are destabilized not only by the canonical GA-dependent pathway but also by COP1 and that this control is relevant for growth responses to shade and warm temperature.This work was supported by the Spanish Ministry of Economy, Industry and Competitiveness and Agencia Española de Investigación/Fondo Europeo para el Desarrollo Regional/Unión Europea (grants BIO2016-79133-P to D.A. and BIO2013-46539-R and BIO2016-80551-R to V.R.); the European Union SIGNAT-Research and Innovation Staff Exchange (Grant H2020-MSCA-RISE-2014-644435 to M.A.B., D.A., and J.J.C.); the Argentinian Agencia Nacional de Promoción Científica y Tecnológica (Grant Proyectos de Investigación Científica y Tecnológica-2016-1459 to J.J.C.); Universidad de Buenos Aires (grant 20020170100505BA to J.J.C.); the National Institute of General Medical Sciences of the National Institutes of Health (awards R01GM067837 and R01GM056006 to S.A.K.); the German Research Foundation (DFG) under Germany’s Excellence Strategy/Initiative (Cluster of Excellence on Plant Sciences – Excellence Cluster EXC-2048/1, Project ID 390686111 to M.D.Z.); the International Max Planck Research School of the Max Planck Society; the Universities of Düsseldorf and of Cologne to T.B.; Nordrhein Westfalen Bioeconomy Science Center-FocusLabs CombiCom to N.H. and M.D.Z.; and Ministry of Education, Youth and Sports of the Czech Republic (Project LQ1601 Central European Institute of Technology 2020 to B.B. and M.C.). N.B.-T., E.I., and M.G.-L. were supported by Ministerio de Economía y Competitividad-Formación de Personal Investigador Program fellowships

COP1 destabilizes DELLA proteins in Arabidopsis

DELLA transcriptional regulators are central components in the control of plant growth responses to the environment. This control is considered to be mediated by changes in the metabolism of the hormones gibberellins (GAs), which promote the degradation of DELLAs. However, here we show that warm temperature or shade reduced the stability of a GA-insensitive DELLA allele in Arabidopsis thaliana. Furthermore, the degradation of DELLA induced by the warmth preceded changes in GA levels and depended on the E3 ubiquitin ligase CONSTITUTIVELY PHOTOMORPHOGENIC1 (COP1). COP1 enhanced the degradation of normal and GAinsensitive DELLA alleles when coexpressed in Nicotiana benthamiana. DELLA proteins physically interacted with COP1 in yeast, mammalian, and plant cells. This interaction was enhanced by the COP1 complex partner SUPRESSOR OF phyA-105 1 (SPA1). The level of ubiquitination of DELLA was enhanced by COP1 and COP1 ubiquitinated DELLA proteins in vitro. We propose that DELLAs are destabilized not only by the canonical GA-dependent pathway but also by COP1 and that this control is relevant for growth responses to shade and warm temperature.Fil: Blanco Touriñán, Noel. Universidad Politécnica de Valencia; EspañaFil: Legris, Martina. Consejo Nacional de Investigaciones Científicas y Técnicas. Oficina de Coordinación Administrativa Parque Centenario. Instituto de Investigaciones Bioquímicas de Buenos Aires. Fundación Instituto Leloir. Instituto de Investigaciones Bioquímicas de Buenos Aires; ArgentinaFil: Minguet, Eugenio G.. Universidad Politécnica de Valencia; EspañaFil: Costigliolo Rojas, María Cecilia. Consejo Nacional de Investigaciones Científicas y Técnicas. Oficina de Coordinación Administrativa Parque Centenario. Instituto de Investigaciones Bioquímicas de Buenos Aires. Fundación Instituto Leloir. Instituto de Investigaciones Bioquímicas de Buenos Aires; ArgentinaFil: Nohales, María A.. University of Southern California; Estados UnidosFil: Iniesto, Elisa. Consejo Superior de Investigaciones Científicas; EspañaFil: García León, Marta. Consejo Superior de Investigaciones Científicas; EspañaFil: Pacín, Manuel. Consejo Nacional de Investigaciones Científicas y Técnicas. Oficina de Coordinación Administrativa Parque Centenario. Instituto de Investigaciones Fisiológicas y Ecológicas Vinculadas a la Agricultura. Universidad de Buenos Aires. Facultad de Agronomía. Instituto de Investigaciones Fisiológicas y Ecológicas Vinculadas a la Agricultura; ArgentinaFil: Heucken, Nicole. Universitat Dusseldorf; AlemaniaFil: Blomeier, Tim. Universitat Dusseldorf; AlemaniaFil: Locascio, Antonella. Universidad Politécnica de Valencia; EspañaFil: Cerný, Martin. Mendel University in Brno; República ChecaFil: Esteve Bruna, David. Universidad Politécnica de Valencia; EspañaFil: Díez Díaz, Mónica. Univerdiad Catolica de Valencia; EspañaFil: Brzobohatý, Bretislav. Mendel University in Brno; República ChecaFil: Frerigmann, Henning. Max Planck Institute for Plant Breeding Research; AlemaniaFil: Zurbriggen, Matías D.. Universitat Dusseldorf; AlemaniaFil: Kay, Steve A.. University of Southern California; Estados UnidosFil: Rubio, Vicente. Consejo Superior de Investigaciones Científicas; EspañaFil: Blázquez, Miguel A.. Universidad Politécnica de Valencia; EspañaFil: Casal, Jorge José. Consejo Nacional de Investigaciones Científicas y Técnicas. Oficina de Coordinación Administrativa Parque Centenario. Instituto de Investigaciones Bioquímicas de Buenos Aires. Fundación Instituto Leloir. Instituto de Investigaciones Bioquímicas de Buenos Aires; Argentina. Consejo Nacional de Investigaciones Científicas y Técnicas. Oficina de Coordinación Administrativa Parque Centenario. Instituto de Investigaciones Fisiológicas y Ecológicas Vinculadas a la Agricultura. Universidad de Buenos Aires. Facultad de Agronomía. Instituto de Investigaciones Fisiológicas y Ecológicas Vinculadas a la Agricultura; ArgentinaFil: Alabadí, David. Universidad Politécnica de Valencia; Españ

Farmers Markets: Producers Characteristics and Status of Their Businesses

The purpose of this study was to provide an overview of the attributes of producers who participate in farmers’ markets and to examine different aspects of their operations. In addition to demographics, the characteristics explored in this report include farm size, acreage grown, wholesale and retail activities, location, and personnel employed. Data related to business development, ownership status, days of operation, products sold, marketing and organic production was also collected. The results show that the majority of New Jersey growers who retail through farmers’ markets began this type of activity since 1990 and while their businesses were still in a state of growth. However, the average number of acres planted and workers employed characterized farmers’ markets as small scale operations. The income from these facilities represented, in general, less than 40 percent of the total retail gross sales. Most producers indicated that they were satisfied with the profit margin obtained. Farmers usually attended 1 market per day and traveled an average of 54 miles daily. In particular, farmers chose farmers’ markets as a retail channel because they could obtain higher prices, target a greater volume of people, interact with customers and lower overhead costs. Tomatoes, corn, herbs, peaches, flowers, apples and greens were the most important farm products sold based on dollar value. Although the majority of the farmers sold value-added products, only 23 percent of those surveyed offered organic produce. Prices were usually determined by comparison with chain stores or based on cost accounting, market reports or experience. In general, participants believed that their farmers’ market operations would continue to expand over the next five years. The descriptive results presented in this report help identify the characteristics that contribute towards growers’ participation in the farmers’ markets and the factors that make these operations a viable marketing alternative. These findings may be especially useful for those in charge of the planning and coordination of farmers’ markets

Farmers Markets: Consumer Trends, Preferences, and Characteristics

This study provides an overview of attitudes, preferences and characteristics of consumers who shop at farmers’ markets. Besides demographics, the characteristics examined in this report include consumption trends of fresh fruits and vegetables in terms of quantity and variety, preferences for organic produce, amount spent per visit, frequency of visits, number of farmers’ markets patronized, retail outlets visited by consumers during 1996, factors affecting where to purchase produce and consumers intentions to visit farmers’ markets in 1998. In addition, consumers’ expectations of quality, variety and the prices of farmers’ market produce compared to other retail facilities and a rating of farmers’ market characteristics are also presented. The results, based on a consumer survey of 336 patrons of New Jersey farmers’ markets, revealed that absence in customers’ vicinity, lack of knowledge about market existence and inconvenience in terms of time and location were the main reasons for not patronizing these outlets in 1996. The majority of respondents indicated that they had increased the amount and variety of fresh fruits and vegetables consumed compared to five years ago. On average, consumers spent $16 per visit and the majority had attended between 2 to 4 different farmers’ markets in 1996. The majority visited these facilities either once a week, once every two weeks or once a month. Compared to other retail facilities, consumers generally expected the quality of the produce sold at farmers’ markets to be higher. Additionally, they expected to find a wider variety of produce and lower prices. The majority of respondents indicated that quality and freshness were the most important factors affecting their food purchasing decisions. Survey results showed that peaches, apples, melons and blueberries were the fruits that consumers bought most frequently at New Jersey farmers’ markets, while sweet corn, tomatoes, peppers and snap beans were the most popular vegetables. In addition, baked goods, flowers, jams, jellies and preserves were the most demanded value-added items. Participants used fruits and vegetables for fresh consumption, v canning, freezing and preserving. With regard to methods of recognition, roadside signs, newspapers, passing by, word-of-mouth and flyers were mentioned the most. Consumers who are most likely to patronize farmers’ markets tend to be female, Caucasian, from higher income groups, at least 51 years old and well educated. Almost all respondents reported that they intend to visit farmers’ markets in 1998. On average, survey respondents ranked the quality of products and employee attitude as very good, while appearance of facility, convenience of location, variety of products, cleanliness of facility, parking and prices received a mean score between good and very good. In general, consumers tend to agree that freshness and direct contact with farmers are the main factors that drive people to farmers’ markets; that these facilities help support local agriculture and that by attracting customers to downtown areas, farmers’ markets boost local economies. The insights provided by this project are expected to help producers and managers of farmers’ markets allocate their resources more efficiently to better meet consumers’ needs. Moreover, patrons’ demographic and socio-economic characteristics could aid marketers in the identification of potential target markets

Farmers Markets: Managers’ Characteristics and Factors Affecting Market Organization

The resurgence of farmers’ markets in New Jersey has been welcomed by farmers, consumers and municipalities alike. This form of direct marketing has the potential to benefit all three sectors simultaneously. Farmers’ markets allow growers to capture a greater share of the consumer’s food expenditure thus increasing their profitability. Similarly, consumers’ need for fresh, high quality commodities as well as for farm-based recreational experiences are met. Also, drawing customers to downtown areas can contribute to the revitalization of these areas by boosting the business of local retailers. However, despite their rapid spread throughout the state, no study has been conducted on the efficiency of the farmers’ markets in terms of management and organization. This study provides an overview of various characteristics of managers as well as of the factors that have an effect on the organization and well functioning of these direct marketing outlets. Besides demographics, some of the managers’ characteristics analyzed are: source of employment, years of experience, farming expertise, their presence in the facility during selling hours and methods used to recruit producers. With regard to market organization, some factors explored are: location, market layout, criteria for market’s site, methods of promotion and advertisement (including special events), days of operation and fees charged to vendors. In addition, rivalry among farmers and between farmers and local retailers is considered as well. The results show that farmers’ markets managers are employed by several different entities. These are cities, townships, counties, downtown revitalization and special improvement district organizations, farmers’ markets and business associations among others. The majority of the managers supervise the market’s operations during selling hours, have no farming experience and have been working as managers for less than 2 years. Managers recruit farmers either personally, by contacting Ag Extension offices and/or through the North Jersey Farmers’ Markets Council. The average age of the respondents was 45 and the majority were Caucasian, had at least graduated from college and had an annual household income of $70,000 or over