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United States Department of Agriculture

Agricultural Research Service

Research Project: Genetic Improvement and Virus Management of Small Fruit Crops

Location: Horticultural Crops Research

Title: An evaluation of U.S. strawberry producers trait prioritization—evidence from audience clicker surveys

Authors
item Yue, C -
item Gallardo, R -
item Luby, J -
item Katare, B -
item Mcferson, J -
item Mccracken, V -
item Whitaker, V -
item Finn, Chad
item Hancock, J -
item Weebadde, C -
item Sebolt, A -
item Iezzoni, A -

Submitted to: HortScience
Publication Type: Peer Reviewed Journal
Publication Acceptance Date: November 20, 2013
Publication Date: February 1, 2014
Citation: Yue, C., Gallardo, R.K., Luby, J., Katare, B., Mcferson, J.R., Mccracken, V., Whitaker, V.M., Finn, C.E., Hancock, J.F., Weebadde, C., Sebolt, A., Iezzoni, A. 2014. An evaluation of U.S. strawberry producers trait prioritization—evidence from audience clicker surveys. HortScience. 49(2):188–193.

Interpretive Summary: Little is known about the importance of various strawberry fruit characteristics to US producers. The strawberry traits included in this study were fruit skin color, fruit size, fruit flavor, fruit firmness, shelf life at retail, open plant canopy, productivity, extended harvest season, root rot resistance, and other quality traits added by producers. "Clicker" surveys were conducted at four grower meetings across the US. Strawberry producers indicated that fruit firmness, fruit flavor and fruit shelf life at retail were the most important fruit/plant traits for a successful strawberry cultivar. Growing state and producers’ years involved in the decision making process of strawberry farms, impacted the relative importance of the fruit/plant traits. This study is a portion of a larger investigation of supply chain members’ trait preferences to provide Rosaceae fruit crop breeding programs with information to increase the likelihood of new cultivar adoption.

Technical Abstract: Studies evaluating the relative importance of strawberry traits to U.S. strawberry producers are limited. The strawberry traits included in this study were fruit skin color, fruit size, fruit flavor, fruit firmness, shelf life at retail, open plant canopy, productivity, extended harvest season, root rot resistance, and other quality traits added by producers. We conducted audience surveys at four strawberry producer meetings across the United States. Strawberry producers indicated that fruit firmness, fruit flavor and fruit shelf life at retail were the most important fruit/plant traits for a successful strawberry cultivar. Growing state and producers’ years involved in the decision making process of strawberry farms, impacted the relative importance of the fruit/plant traits. This study is a portion of a larger investigation of supply chain members’ trait preferences to provide Rosaceae fruit crop breeding programs with information to increase the likelihood of new cultivar adoption.

Last Modified: 10/25/2014
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