Using choice analysis of growers' preferences to prioritize breeding traits in horticultural tree crops: A macadamia case study.

• Macadamia selection. • Bioeconomic modeling. • Quantify preferences for trait improvements. This paper evaluates a novel approach in horticulture of using quantitative survey methodology to inform horticultural tree crop breeding objectives. Using the Australian macadamia breeding program as a case study, the aim was to elicit Australian macadamia industry stakeholder preferences for economical equivalent trait improvements, estimate preference heterogeneity, and identify associations with stakeholder characteristics. A total of 19 respondents participated in the survey, representing 20% of the Australian macadamia industry. Respondents displayed a high willingness to use pairwise comparison implemented in the 1000minds software. Respondents exhibited a wide variability in preferences, however, variation in average preference among trait improvement levels was not large, suggesting on average preferences were consistent with economic values of unit of trait change derived from an industry developed bio-economic model. Observed heterogeneity in preferences were not associated with respondents' role in industry, orchard size, or growing region. [ABSTRACT FROM AUTHOR]