A large and growing body of literature has studied consumer willingness to pay (WTP) for local foods in the United States. However, these studies implicitly assume that consumers perceive local foods to have superior quality than nonlocal foods. Little is known about WTP for local foods when taking into account differences in consumer perception of food quality between local and nonlocal foods. In this article, we conduct an economic experiment to assess the effect of locally grown information on consumer WTP and quality perceptions of three broccoli varieties (one commercial variety grown in California and two newly developed local varieties). Our results show that consumers rate both the appearance and the taste of the two local broccoli varieties lower than the California variety when evaluating food quality blindly. However, consumers’ evaluations of the two local varieties improve substantially after being told the two varieties are locally grown. Results also indicate that consumers are willing to pay a price premium for the two local varieties after being told that they are locally grown. Our results provide evidence that locally grown information has a positive effect on both consumer WTP and quality perception of local foods.

PurposeAgri-food firms face many challenges when assessing and managing their performance. The purpose of this research is to determine important factors for an integrated agri-food supply chain performance measurement system.Design/methodology/approachThis research uses the Peruvian kiwicha supply chain as a meaningful context to examine critical factors affecting agri-food supply chain performance. The research uses interpretative structural modelling (ISM) with fuzzy MICMAC methods to suggest a hierarchical performance measurement model.FindingsThe resulting kiwicha supply chain performance management model provides insights for managers and academic theory regarding managing competing priorities within the agri-food supply chain.Originality/valueThe model developed in this research has been validated by cooperative kiwicha associations based in Puno, Peru, and further refined by experts. Moreover, the results obtained through ISM and fuzzy MICMAC methods could help decision-makers from any agri-food supply chain focus on achieving high operational performance by integrating key performance measurement factors.

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Statistical analyses were performed on spatial distributions of mushroom green mold foci caused by Trichoderma spp. in 30 standard Pennsylvania doubles (743 m2 production surface) selected at random from over 900 total crops mapped. Mapped production houses were divided into four tiers of six beds each with 16 sections per bed (total = 384 sections per double). Each section contained approximately 2 m2. Green mold foci were mapped according to presence or absence in each section as they became visible during the course of the mushroom production. There was a trend toward higher disease incidence at the ends of the doubles, although this was not consistent from level to level. Spatial analysis revealed that green mold foci were more likely to occur in neighboring sections along the beds rather than above, below, or across from each other. Cultural practices that were associated with movement along the beds, i.e., nutrient supplementation, spawning, bed tamping, surface covering, etc., were considered the most likely factors influencing the incidence of green mold in spawned compost. Airborne contamination was considered a less likely source of inocula contributing to epidemic development. Sanitation practices that reduce spore loads along the beds are expected to provide the greatest degree of green mold control.

Many growers on mushroom farms producing white and brown varieties of Agaricus bisporus have noticed a potential association between sciarid fly (Lycoriella ingenua) pest populations and green mold (Trichoderma aggressivum) disease expression, and suspect that in addition to other preventative measures, controlling flies may be important to controlling green mold spread. In this study, we examined the association between L. ingenua populations and green mold disease incidence in commercial mushroom farms. In addition, we studied how relevant variables related to farming practices and farm characteristics may affect fly and disease incidence. Our data show that L. ingenua and green mold incidence are associated and that preventative measures such as sanitation and new technologies to reduce human-substrate contact are correlated with reduced green mold incidence. In addition, data indicated farm characteristics such as the proximity to neighboring farms as well as an organic mushroom growing regime are associated with fly incidence.