comparing the importance of fruit traits to different stakeholders: preliminary socio- economics...
TRANSCRIPT
Comparing the importance of fruit traits to different stakeholders: preliminary socio-
economics survey results Karina Gallardo, Washington State University
Chengyan Yue, University of MinnesotaVicki McCracken, Washington State University
Jim Luby, University of MinnesotaJim McFerson, Washington Tree Fruit Research Commission
Alicia Rihn, University of MinnesotaDinkar Kuchibhotla, Washington State University
Background: Socio-Economics Team Goals
Superior new cultivars can improve profitability and sustainability of U.S. Rosaceae crop industries
Rosaceae breeders have little empirical basis to assign relative importance to traits in new cultivars
Selection targets for new cultivars Based on breeders’ viewpoints Influenced by industry and market forces, but
not transparently so
RosBREED
Socio-Economics Team Goal
RosBREED
¨ Determine what each supply chain sector values:¨ breeders¨ producers/processors¨ market intermediaries¨ consumers
¨ Use this information to develop new cultivars that will be more quickly accepted and have enhanced commercial impact
Help accelerate and increase efficiency of cultivar development and adoption by identifying valuable
breeding trait targets
RosBREEDSocio-Economics Team will
determine trait values
Breeder survey 2010
Producer survey Fall 2011/
Winter 2012
Market Intermediary
survey Spring 2011
Household data analysis 2010;
consumer survey 2012
What trait is my next breeding
target?
We like disease resistant apple
trees!
I like tasty strawberries!
We like firm tart cherries that pit well!
Processors
RosBREED
• TurningPoint surveys scheduled at 14 winter meetings nationwide (7 conducted and analyzed; 10 total conducted)
• Quantify grower preferences• Analyze respondent demographics• What traits are most important to producers?• What traits are least important to producers?• What factors influence new cultivar adoption?
Tell Us What You Want
Grower Clicker Survey Locations
RosBREED
What fruit traits are
important to you?
The next slides summarize survey dataMost important traitsLeast important traits
CropsTart cherrySweet cherryStrawberryFresh appleProcessing peach
Supply chain sectorsBreedersGrowersPackers/Shippers/Processors
RosBREED
Tart Cherry TraitsProducersBreeders Market
Intermediaries
Exterior appearance
Phytonutrient
Size
Pit shape
Interior color
Fruit uniformity
Other
Fruit color
Soluble solids/sweetness
Machine harvest ability
Disease resistance
Productivity
Fruit firmness
Pit removal
- 10 20 30 40 50
4
4
15
26
26
15
11
8
8
15
31
39
MOST Important Traits
Exterior appearance
Phytonutrient
Size
Pit shape
Interior color
Fruit uniformity
Other
Fruit color
Soluble solids
Machine harvest ability
Disease resistance
Productivity
Fruit firmness
Pit removal
0 5 10 15 20 25 30 35 40 45
10
10
20
20
40
14
11
32
7
4
32
LEAST Important Traits
%%
RosBREED
PhytonutrientShape
Interior colorTartness
Freedom from pittingFruit skin color
Extended harvest seasonVirus resistance
Resistance to powdery mildewSweetness
Self fertilityStem attractiveness
Exterior appearanceOther fruit quality
Fruit firmnessFruit flavor
Fruit size
0 10 20 30 40 50 60 70
1112
4
213
4730
3
699
2513
34
MOST Important Traits
PhytonutrientShape
Interior colorTartness
Freedom from pittingFruit skin color
Extended harvest seasonVirus resistance
Resistance to powdery mildewSweetness
Self fertilityStem attractiveness
Exterior appearanceOther fruit quality
Fruit firmnessFruit flavor
Fruit size
0 10 20 30 40 50 60
30172020
333
3
617
2914
5
25
121
LEAST Important Traits
Sweet Cherry TraitsProducersBreeders Market
Intermediaries
%%
RosBREEDSeed color
Ease of cap removalPhytonutrient
Minimal seedinessInternal color
ShapeOther
Open plant canopyFruit skin color
External appearanceProductivity
Extended harvest seasonShelf life at retail
Fruit sizeRoot rot resistance
Exterior colorFruit firmness
Fruit flavor
0 20 40 60 80 100 120 140
44
413
94
22
1722
2
102
212
469
8.3
4.24.2
29.212.5
41.7
Strawberry MOST Important TraitsCalifornia Producers
Market IntermediariesBreeders Michigan
Producers
%
RosBREEDSeed color
Ease of cap removalPhytonutrient
Minimal seedinessInternal color
ShapeOther
Open plant canopyFruit skin color
External appearanceProductivity
Extended harvest seasonShelf life at retail
Fruit sizeRoot rot resistance
Exterior colorFruit firmness
Fruit flavor
0 20 40 60 80 100 120 140
4132
14555
1321
48
2513
4
13
426
2610
210
22
Strawberry LEAST Important TraitsCalifornia Producers
Michigan Producers
Market Intermediaries
%
RosBREEDAroma
PhytonutrientShape
TartnessJuiciness
SizeOther fruit quality attributes
Storage lifeDisease resistance
No storage disordersExternal appearance
Sugar/acid balanceSweetness/soluble solids
Shelf life at retailFruit firmnessExterior colorFruit crispness
Fruit flavor
0 20 40 60 80 100
2
2
27
9676
1543
33
5
13
335
2610
23
54
777
7
2341
Apple MOST Important TraitsBreeders Market
IntermediariesMichigan Producers
Washington Producers
%
RosBREED
AromaPhytonutrient
ShapeTartnessJuiciness
SizeOther
Storage lifeDisease resistance
No storage disordersExternal appearance
Sugar/acid balanceSweetness/soluble solids
Shelf life at retailFruit firmnessExterior colorFruit crispness
Fruit flavor
0 20 40 60 80 100
12
331
161112
3
2
18
1616
1314
211
3535
145
35
3
Apple LEAST Important TraitsWashington Producers
Michigan Producers
Market Intermediaries
%
RosBREED
Aroma
Tartness
Other
Flesh color
Fruit texture
Disease resistance
Absence of split pits
Uniform harvest maturity
Sweetness
Fruit size
Productivity
Fruit firmness
Fruit flavor
0 20 40 60
5
5
14
19
33
24
14.3
14.3
14.3
14.3
42.9
MOST Important Traits
Aroma
Tartness
Other
Flesh color
Fruit texture
Disease resistance
Absence of split pits
Uniform harvest maturity
Sweetness
Fruit size
Productivity
Fruit firmness
Fruit flavor
0 20 40 60
57
14
14
14
18
18
9
5
4.55
45
LEAST Important Traits
Processing Peach Traits
Breeders California Producers
Market Intermediaries
% %
Crop Trait
Jewel in the Genome
Most Important Trait for
Breeder Producer
Packer/Shipper/Processor
Tart cherry Firmness No Yes Yes Yes
Fruit color Yes No No No
Internal color Yes No No No
Size Yes No No No
Sweet cherry Fruit size Yes Yes Yes Yes
Self fertility Yes Yes No No
Fruit skin color
Yes Yes No No
Internal color Yes No No No
Summary
Crop TraitJewel in the Genome
Most Important Trait for
Breeder Producer
Packer/ Shipper/ Processor
Strawberry Fruit flavor Yes Yes Yes Yes
Fresh apple Fruit flavor Yes Yes Yes Yes
External color Yes No No Yes
Storage life Yes No No No
Processed peach
Flavor Yes Yes No Yes
Sweetness Yes Yes No Yes
Texture Yes No No No
Summary (cont.)
RosBREED will develop Marker-Assisted Breeding capability for traits with high
economic values (our Jewels)
$Marker-assisted
breeding in application
RosBREED
• Preliminary data has identified opportunities and challenges• Stakeholders agree and disagree on the importance of
certain traits• Consensus on traits
– Fruit size in sweet cherries– Flavor in strawberries and apples
• Lack of consensus on other traits– Exterior color in apple and strawberry– Flavor in processing peach – Self-fertility in sweet cherry
• Some jewels may be rocks!
Conclusions
RosBREED
Conclusions• Preliminary data• More survey information has been and will be collected Winter meeting TurningPoint surveys Mail-in grower surveys• Much more analysis will be required – from an S-E, genomics and
breeding perspective• Systematic socio-economic approach
Unique approach in crop plants & scientific literatureCrop trait value Factors influencing decisions to adopt new cultivars
• Integral to RosBREED’s goal
Help accelerate and increase efficiency of cultivar adoption by identifying breeding targets of value to supply chain stakeholders.
Acknowledgements
This project is supported by the Specialty Crops Research Initiative of USDA’s National Institute of Food and Agriculture
Questions?