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While the demand for organic wheat products in the U.S. is strong and continues to grow, organic wheat supply is actually decreasing in part due to grower challenges related to declining yields and quality. This study examines the perceptions, requirements, and needs of millers, distributors, and bakers surrounding organic wheat quality and supply. We also use ordered logit models to examine which factors and quality indicators influence organic wheat quality ratings alone and when compared to conventional wheat. Study data were collected in the winter of 2020/2021 through two online surveys. Results show that both bakers and millers/distributors rated wheat quality and consistent quality from suppliers as very important and that they consider protein quality and content as primary indicators of quality. However, they differ in their ratings of organic quality, as bakers perceive organic wheat to be of higher quality than conventional wheat and millers just the opposite. There was also disparity in their importance ratings for other wheat quality indicators. This study provides pertinent findings on the perceptions and needs of organic wheat buyers across the supply chain. Study findings will be especially informative to organic wheat growers, breeders, and researchers seeking to improve organic wheat quality and yields.

Attendance of Renaissance festival (Faire), an event that recreates historic medieval living, is motivated by identification within a subculture and a strong sense of belonging, providing an intere...

This study uses choice experiments to assess fresh produce and hay/forage grower preferred drought management strategies, the level of drought at which growers adopt specific management strategies and the level of drought at which they choose to exit farming in the arid west. Results show preferred strategies differ by drought level and across grower groups. Using logit models, we find that fresh produce growers prefer adopting a water-saving technology (cover crops, manure/mulch application, etc.) and hay/forage growers prefer switching to a more efficient irrigation system. Growers would only exit farming in extreme circumstances such as loss of all water resources. Policies aimed at assisting growers with drought adaptation should focus on preferred strategies to ensure effectiveness. Incentives to offset adoption costs are also recommended. Additionally, growers may benefit from information related to productivity changes under various drought management strategies and drought scenarios.

This study examines consumer preferences and willingness to pay (WTP) for organic wheat products exhibiting single labels, as well as multiple labels, including organic. The additional labels considered are related to the organic label (non‐genetically modified organism [non‐GMO]) or perceived as health‐promoting (gluten‐free, low‐carb, sugar‐free). Study data were collected using a consumer survey conducted online in 2017 across 16 U.S. western states and analyzed using random parameter logit models. Findings show that organic‐labeled wheat products with additional claims were valued equally or less than the organic only version. Overall, consumer higher objective and subjective knowledge of organic standards, as well as preferences for gluten‐free products, increased their WTP for organic wheat products. Consumers unfamiliar with organic standards valued the non‐GMO label over the organic label. Additionally, consumer WTP for health‐related claims on hedonistic products was low or even negative. Hence, multiple labels on organic products generally provide no additional consumer benefit and are likely ignored. Study findings suggest that using the claim that most distinguishes the product, or is most salient, may improve product pricing. Also, non‐GMO certification rather than organic certification should be considered for some markets. Finally, consumers with preferences for gluten‐free products represent a potential market for organic wheat products. Cette etude examine les preferences des consommateurs et leur volonte de payer (CAP) pour les produits de ble biologique presentant des etiquettes uniques, ainsi que plusieurs etiquettes, y compris biologiques. Les labels supplementaires envisages sont lies au label biologique (sans OGM) ou percus comme favorisant la sante (sans gluten, faible en glucides, sans sucre). Les donnees de l'etude ont ete collectees a l'aide d'une enquete aupres des consommateurs menee en ligne en 2017 dans 16 Etats occidentaux des Etats‐Unis et analysees a l'aide de modeles logit a parametres aleatoires. Les resultats montrent que les produits de ble etiquetes biologiques avec des allegations supplementaires ont une valeur egale ou inferieure a la version biologique uniquement. Dans l'ensemble, la connaissance plus objective et subjective des consommateurs des normes biologiques, ainsi que les preferences pour les produits sans gluten, ont accru leur CAP pour les produits a base de ble biologique. Les consommateurs qui ne connaissaient pas les normes biologiques accordaient plus d'importance au label sans OGM qu'au label biologique. De plus, le CAP des consommateurs pour les allegations relatives a la sante sur les produits hedonistes etait faible, voire negatif. Par consequent, les etiquettes multiples sur les produits biologiques n'offrent generalement aucun avantage supplementaire pour le consommateur et sont probablement ignorees. Les resultats de l'etude suggerent que l'utilisation de l'allegation qui distingue le plus le produit, ou qui est la plus saillante, peut ameliorer le prix du produit. En outre, la certification sans OGM plutot que la certification biologique devrait etre envisagee pour certains marches. Enfin, les consommateurs preferant les produits sans gluten representent un marche potentiel pour les produits a base de ble biologique.

This study examines consumer preferences and willingness to pay (WTP) for organic and eco-friendly peaches, Prunus persica L., over conventional peaches in Utah. Data were collected at farmers’ markets across Utah, including actual peach purchases coupled with an in-person survey and analyzed using logit models. The results show that farmers’ market shoppers are willing to pay a premium for organic and eco-friendly peaches of $2.10 and $1.41 per pound, respectively. The importance of selected sustainability attributes positively impacted shopper preferences for eco-friendly peaches, while attitudes and lifestyle were associated with stronger shopper preferences for organic peaches. The distinct differences between shoppers who prefer organic and those who prefer eco-friendly, as well as the disparity in premiums, imply that growers should strongly consider their markets and cost of production differences when choosing organic certification over other less expensive differentiation schemes.

Utah’s Mighty 5 ad campaign was designed to attract out-of-state visitors to southern Utah’s five National Parks (NPs). Using the synthetic control method, we find the campaign to have contributed to rapid visitation growth at Arches, Canyonlands, and Capitol Reef NPs. No ad campaign effect was found for Bryce Canyon and Zion NPs, which implies that recent increased visitation at these parks has been driven by the national trends and not the Mighty 5 promotion. Arches, Bryce Canyon, and Zion currently suffer from excess demand (congestion), and the US National Park Service is actively engaged in visitor management efforts to mitigate the environmental pressures associated with overvisitation. The state has responded to congestion by crafting a new “demarketing” campaign to provide a more tailored tourism experience aimed at increasing the value of a visit and diverting potential tourists to high-quality alternative sites selected to match visitor interests.

PurposeThis paper examines determinants of consumer interest in organic versions of wheat products by analyzing differences in selected factors among groups of consumers, distinguished by their likelihood of purchasing organic wheat products. The analysis is performed for bread and cookies to examine whether the findings are different for virtue and vice food categories.Design/methodology/approachA consumer survey was conducted across the western United States in 2017. Latent class modeling is used to identify groups of “very likely,” “likely” and “unlikely” consumers of organic wheat products, based on preferences for organic wheat products and attitudes toward organics in general.FindingsConsumer preferences and willingness to pay (WTP) for organic foods depend on product type. Additionally, significant differences are found across consumer groups—regardless of product type—in the importance they place on labels and product characteristics, WTP, reasons for (not) purchasing organic products and consumption limitations.Research limitations/implicationsThe group of organic consumers may be underrepresented in the sample. In addition, since actual behavior was not observed—respondents provided only stated preferences or responses to hypothetical questions—the results should be interpreted carefully.Originality/valueFew studies have examined preferences for organic wheat products across consumer groups. This study is also the first to examine the connection between wheat/gluten intolerance/avoidance and preference for organic versions of wheat products. Finally, this study adds to the limited literature on consumer preferences for organic virtue and vice food products.