As part of a larger project to show how fresh fruits and vegetables with enhanced flavor can be successfully handled to improve consumer satisfaction without compromising food safety, key informant interviews were conducted with fruit industry leaders dealing with melons (Cucumis melo and Citrullus lanatus), peaches and nectarines (Prunus persica), pears (Pyrus communis), tomatoes (Solanum lycopersicum), strawberries (Fragaria ×ananassa), and blueberries (Vaccinium sp.). The interview was designed to collect information on industry attitudes and practices related to postharvest handling of more mature fruit, harvest timing, preconditioning, cold chain management, and shipping and handling procedures throughout the supply chain. The current analysis focuses on two key questions from the interviews: 1) To what extent do industry experts believe that better fruit handling and shipping procedures contribute to better taste quality in fruit? 2) To what extent do industry experts believe that better fruit quality will lead to more consumer purchasing? In response to the first question, the majority of respondents (70%) agreed that postharvest handling affects fruit flavor with the most cited themes related to agreement being gentle handling, cold chain management, and harvest timing. Of the respondents who expressed disagreement most acknowledged the importance of postharvest handling, but felt other factors were also important, mainly the variety grown, the shelf life requirements, and the growing conditions. For the second question, 95% of respondents agreed that increased taste quality of fruit would mean increased purchasing and consumption. The primary theme related to agreement was that consumers would repeat purchase after positive eating experiences. Other important factors were the price point of fruit, retail display, product identity, and fruit appearance. With increasing consumer attention to fruit quality and a generally accepted belief among industry representatives that fruit flavor and quality drives consumer demand, there is an opportunity to shift industry practices toward postharvest handing that is conducive to consistently delivering better-tasting fruit to consumers.

No abstract

Identifying what Extension professionals believe are the critical elements of a communication strategy that is most likely to encourage agricultural producers to participate in discussions of climate variability and climate change is pivotal to providing timely solutions to issues facing farmers. The current study involved interviews with 50 Extension professionals from four southeastern states (Alabama, Florida, Georgia, and South Carolina) who were engaged in ongoing work related to climate and agriculture. Respondents were asked to assess how best to engage farmers in conversations related to climate variability and climate change. Qualitative analysis showed that Extension professionals recommended avoiding content related to politics, attribution of climate change to human causes, and telling farmers what to do. Respondents recommended emphasizing adaptation strategies, climate variability over climate change, evidence that climate change exists, and the financial benefits for farmers. In addition, Extension professionals proposed several delivery methods they thought would be most effective with farmers, including delivery tailored to the characteristics of the audience, a positive overall tone, and an understanding that engagement should be viewed as a long-term process based on building relationships with farmers. The findings suggest that farmers are a potentially receptive audience on climate issues when properly approached.

To explore Extension professionals' perceptions of the potential impact of climate variability and climate change on agriculture and to identify the top climate-related issues facing farmers, we conducted interviews with agricultural Extension personnel from Alabama, Florida, Georgia, and South Carolina. Of those interviewed, 92% believed climate change will affect agriculture a moderate amount or a great deal. Qualitative analyses revealed that the Extension professionals considered scarcity of water resources, temperature fluctuations, pest and disease pressures, forecast challenges, seasonal variability, and adaptation strategies as among the most important climate-related issues affecting agriculture in the Southeast.

This study examined Extension professionals’ perspectives on how to optimize the chances that farmers will adopt climate adaptation strategies designed to minimize risks associated with climate variability and climate change. In-depth interviews were conducted with Extension professionals in four southeastern states (Alabama, Florida, Georgia, and South Carolina). Responses were coded and analyzed, resulting in three recommendations. First, focus on profitability and issues of immediate concern to farmers. Second, use engaging delivery methods, especially field trials conducted under realistic conditions. Third, build trust with farmers, primarily by focusing on research-based information. This study has practical implications for how Extension professionals should approach the work of addressing climate issues in agriculture.