Studying the Market Potential for Specialty Cultivars of Sunflower Cut Flowers

Abstract

<jats:p>In the United States, there is an increasing demand for field- or greenhouse-grown, specialty, locally grown cut flowers. However, certain cultivars of cut flowers are not readily available in the market. The purpose of this research was to produce a crop of novelty sunflowers (<jats:italic>Helianthus annuus</jats:italic> ‘Firecracker’) and study the marketability of the cut flowers to wholesale and retail florists and consumers. The plants were grown in greenhouses. Stems were harvested and shown to local floral wholesalers/retailers who were individually interviewed on their perceptions of the cut flower as a product. Farmers’ market patrons were administered a quantitative survey to determine their perspectives on locally sourced products and willingness to pay (WTP) for the specialty cut flower (SCF). Results indicated half of the local florists interviewed responded positively to locally grown floral products in general, with all florists willing to pay at the least the same amount for the SCF as they are currently paying for their standard commercially grown, imported cut sunflowers. Farmers’ market customers expressed a WTP of $1.34/stem and/or $10.13/bunch of 10 stems for the SCF with participants who expressed a higher concern for sourcing local products often more willing to pay a higher price for the SCF. Furthermore, among demographic comparisons, there were no differences in WTP based on age, income, and education. However, females were more likely to purchase the SCF when compared with males, and African-Americans were less likely to buy the SCF and willing to pay less for 10-stem bunches when compared with respondents of other ethnic backgrounds. Although many buyers responded positively to the product, results indicate women and those who prefer to buy local would be a good target demographic market for the product.</jats:p>

Willingness to Pay for a Specialty Blend Compost Product Developed from Brown Seaweed Harvested from Coastal Regions in Texas

“…These findings were consistent with other horticultural product purchasing studies. For example, Short et al (2017) found no difference in WTP regarding locally grown specialty cut sunflowers based on age, income, and education. LOCALITY SCORE COMPARISONS.…”

“…Targeting farmers' market patrons allowed researchers to include individuals in the study who were predisposed to participating in niche markets. This type of relationship marketing has been used to predict consumer behavior and potential markets in past studies (Shani and Chalasani, 1992;Short et al, 2017).…”

“…Demographic information was also collected for each participant, including age, gender, and educational and income level. The survey instrument and sections were adapted from previous studies known to be reliable and valid (Cornelissen et al, 2008;Glover et al, 2014;Short et al, 2017). For each section and variable of interest Respondents were asked nine questions related to their environmental attitude.…”

“…The WTP questions of the survey were used to determine respondents' willingness to pay for this specialty blend compost. Questions and methods were shown to be valid and reliable in recent past studies (Glover et al, 2014;Short et al, 2017). Respondents were presented six statements rated on two different 6-point pricing scales for price of a 1-ft 3 bag: 1) $0, $3 or less, $4, $5, $6, and $7 or more, and 2) none, $1, $2, $3, $4, and $5 or more.…”

Perceptions of Environmental Health and Willingness to Compost Fresh Cut Floral Waste by Retail Flower Shop Owners

“…The final section consisted of seven demographic questions asking respondents to provide their age, education level, annual household income, gender, and ethnicity. These were based on a reliable instrument used in a previous similar study (Short et al, 2017).…”