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To capitalize on potential opportunities presented by growing consumer demand for locally grown foods, farmers need insight into significant motivations and behavioral characteristics of consumers in their region. This paper aims to evaluate the characteristics of Southeastern urban consumers who purchased food directly from producers. Novel study findings include the impact of disease incidences that occurred in respondent and related family members, a more accurate understanding of US agriculture, relatively higher levels of concern about US food safety, and greater physical activity levels, which are significant motivators of increased likelihood to purchase direct from producers.

Specialty crops are considered high-risk, high-reward, yet growers face differing, and relatively larger risk exposure when compared to traditional row crops. With traditional row crops, economies of scale and scope are key factors to increasing economic profitability. However, increasing economic profit for specialty crop operations present challenges which limit grower ability to easily take advantage of scale and scope economies. The authors discuss production, finance, regulatory, price, and human resource risks unique to U.S.-grown specialty crops. We apply our economic risk assessment framework to analyze U.S. edamame and present strategies to manage and mitigate risks faced by growers. We conclude that edamame may represent a profitable alternative crop in the U.S., and suggest future research topics are needed to optimize yields and meet market demand.

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Florida has a large and diverse horticulture industry, with large quantities of fruit and vegetables produced from November to February. Diversification strategies have come to the forefront in perennial horticulture sectors, such as citrus (Citrus sp.), where several diseases have reduced productivity and acreage. Many growers are considering diversification of their groves to other fruit crops, such as peach (Prunus persica). To understand the state of the industry and provide perspective for transitional Florida growers to mitigate risk, a survey was conducted in 2011. A total of 27 completed survey questionnaires were returned which represented 68% of 2011 Florida peach orchard owners and managers. On average, responding peach orchard size was 18 acres, ranging from 1 to 100 acres, with ‘TropicBeauty’, ‘UFSun’, ‘UFOne’, and ‘UFBeauty’ comprising the main varieties. Production and marketing challenges were key issues identified by growers as they sought to mitigate risk in an uncertain economic climate. Key sources of production information were university personnel, followed by fellow growers, indicating that stone fruit (Prunus sp.) extension programs are effective in information delivery. Tree production expertise combined with geographic proximity to concentrated market segments, access to established fresh fruit distribution routes, and existing relationships with retail market customers are expected to provide the Florida tree-ripened peach grower with unique marketing opportunities. Findings from this survey effort will be used by the project team to develop educational materials and outreach programs, designed to better address the production and marketing risks facing Florida peach growers. In addition, project results will provide new information for regional and national perennial crop producers who are interested in diversifying production practices to meet increased consumer demand for access to locally sourced horticultural products.