cm aaea pomegranates · • texas pomegranate growers’ cooperative. 1/20/2012 4 goal 1: market...
TRANSCRIPT
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Did You Say Pomegranates in Texas?Production and Marketing Strategies for a Novel Crop
Callie McAdamsDepartment of Agricultural EconomicsTexas A&M UniversityCommittee Chair: Marco A. Palma, Ph.D.
2011 Joint AAEA and NAREA Annual Meeting
July 24-26, 2011
Pittsburgh, PA
Improving Lives. Improving Texas.
Outline
• Opportunity Addressed
• Identification of Target Audience
• Extension Program
– Goals
– Research
– Presentation of Information
• Extension Team
• Evaluation of Effectiveness
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Two Intersecting Trends• 1. Global Functional Food
Awareness
Two Intersecting Trends• 2. Pomegranates
– Reduction in risk for chronic illnesses (Seeram et al. 2006)
– Pomegranates contain high levels of polyphenols, a type of antioxidant (Lansky and Newman 2007)
Diseases
Cancers InflammatoryCardio-vascular
Neuro-degenerative
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Why Plant A Different Crop?
• Diversification
– Increase Profits
– Improve Risk Management
Source: http://aww.org
Potential Growers Targeted
• Niche Market
– Small- to Medium-Sized Farmers
• Likely Growing Region
• Texas Pomegranate
Growers’ Cooperative
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Goal 1: Market and Consumer Info on Pomegranates
Distribute Consumer
Info
Marketing Plan
Development
Implementation & Consumer Awareness
TIME
TIME
Goal 2: Access Growing Info and Opportunities
Provide Info on Production
Use of Info for Entry and Production Decisions
Profitable Decision and Successful Marketing
TIME
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Extension Program: Research
• State of the Pomegranate Industry
– U.S.: Most of industry in California
– World top countries:
• Iran, India, China, U.S.
Research: Consumer Driven Approach
• Survey
– Awareness of pomegranates
– Decision factors
Taste,
FreshnessNutrition,
ConvenienceGrowing Location
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Research Methods● Two Part Procedure:
(1) An 11th-price sealed-bid auction for 7
products
(2) A nonhypothetical ranking procedure for 8
product options: the 7 products plus the
option of “no product”
● 4 Rounds of Information Treatments:
(A) Baseline
(B) Tasting Information
(C) Health and Nutrition Information
(D) Anti-Cancer Information
Research Methods
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Extension Program: Research• Consumer Driven Focus: Auction Results
• Bid Censoring: 18.4% of bids censored at $0.00
Research Results
(b) Unengaged bidders are those who submitted bids of $0.00 for all rounds for the specified fruit product.
(c) "All products" refers to bidders who were unengaged for all seven of the seven included fruit products.
(d) Estimated standard deviation for the random effects specified at the individual level.
(e) Likelihood Ratio Test of Mixed Linear Model versus Linear Regression.
(a) Single (*), double (**), and triple (***) asterisks are used to denote significance at the 0.10, 0.05, and 0.01
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Consumer Preference Research
• Auction and Rankings
– RTE, Juice > Whole Fruits
Less Important More Important
Research Results
• Significant differences in paired
individual bids across
information treatments
• Implied bid difference model ≠ Full bid models
• Texas varieties WTP
• Demographic information does not
predict change in WTP
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Research Results
• Providing info = WTP for whole fruits
• Interaction effect :
• Information treatments x Product characteristics
• In Texas, suggests need for product awareness and tasting opportunities
Extension Program: Presentation of Information• Factsheet on Pomegranates and
Pomegranate Markets
• Press Release on Pomegranate
Industry
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Extension Program: Presentation of Information
• Powerpoint Presentation of
Research Results
Extension Program: Presentation of Information
• New Pomegranate Grower
Checklist
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Extension Team
• Departments:
• Extension Personnel:
– County Agents
– Specialists
• Responsibilities:
– Contribute to program
– Outreach
Evaluation of Effectiveness
• 1. Handout Counts
• 2. Follow-up Discussions
– Local Extension Agents
– Texas Pomegranate Growers Cooperative, Inc.
– Information session participants
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Evaluation of Effectiveness
• 3. Follow-up surveys
Highlights• Provide Information
– Research-based information on a
perceived opportunity
• Broad-Reaching Extension
Delivery
– Delivery by a cross-section of
Extension in a number of ways
• Collaborative Effort
– Aimed at a targeted audience
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References
• Seeram, N. P., Y. Zhang, J. D. Reed, C. G. Krueger, and J. Vaya. 2006a.
“Pomegranate Phytochemicals.” In N. P. Seeram, R. N. Schulman, and D.
Heber, eds. Pomegranates, Ancient Roots to Modern Medicine. Boca Raton
FL: CRC Press, pp. 3-29.
• Lansky, E. P. and R. A. Newman. 2007. “Punica granatum (Pomegranate) and
Its Potential for Prevention and Treatment of Inflammation and Cancer.” Journal
of Ethnopharmacology 109:177-206.
Questions?
• Contact Info:
Callie McAdams
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Improving Lives. Improving Texas.
Detailed Research Results