Mihaela M. Cernusca

Frequency of consumption, familiarity and preferences for chestnuts in Missouri

A study of frequency of consumption and familiarity with preparing chestnuts was conducted in the state of Missouri from 2003 to 2008. A conjoint analysis of chestnut attributes was completed in 2008 to expand on previous consumer preference research. Information from final consumers was collected during the annual Missouri Chestnut Roast festival at the Horticulture and Agroforestry Research Center in New Franklin, Missouri. The study tracks changes in frequency of consumption and consumer familiarity with preparing chestnuts. The conjoint analysis evaluated pair-wise profiles to quantify the effects of origin, production process and price on consumer preferences. Results show improvements in the frequency of consumption and familiarity with cooking chestnuts in Missouri. Findings suggest the festival has influenced consumption patterns among return visitors. The conjoint analysis identified locality of produce and organic certification to be major drivers behind consumer preferences. Price is also an important attribute influencing consumer preferences. Conjoint analysis results indicate that chestnuts grown in Missouri or the U.S. carrying an organic label can capture price premiums.

Using the Porter model to analyze the US elderberry industry

Elderberry, a perennial shrub native to North America with a variety of uses and benefits, is neither well known nor widely utilized as a specialty crop in the US. Up-to-date information is lacking with regard to the elderberry market or market potential. This research identifies the market participants along the value chain, the current status of the industry, direction, future trends, and elderberry market limitations as well as risks and potential opportunities for elderberry producers and processors. A combination of quantitative (mail survey) and qualitative (phone interview) methods have been used. The theoretical model used for the survey and interview development and analysis is based on the Porter Five Forces Model (PFFM) which describes the competitive forces that coordinate and control the market. The PFFM has been used previously to shed light on the chestnut and shiitake mushroom specialty crop markets. Seventy-four mail survey responses and 20 follow-up phone interviews provided information on the market participants, challenges, opportunities and competitive forces in the elderberry industry. Results show a nascent industry with mostly small scale participants poised for growth. Demand trends are favorable and prices are good across the value chain. Challenges include a limited domestic supply of fruit, few regionally adapted varieties suitable for commercial production, and high labor costs. Additionally, the absence of existing mechanical harvesting equipment limits future production potential and industry growth. Respondents identified low levels of competition within the industry at the present time. Based on identified market size and demand, opportunities exist to increase the domestic elderberry industry across the value chain.

Post-purchase evaluation of U.S. consumers’ preferences for chestnuts

A regional study of consumer satisfaction and preferences for various chestnut attributes was conducted in 2009. Surveys were distributed to five chestnut growers/sellers in Missouri, Iowa, Kansas, Ohio and Illinois to accompany chestnut sales to their individual customers. Returned surveys represented consumers from 18 states, mainly the U.S. Midwest but also from the East and West coasts. The survey measured consumer satisfaction with the chestnuts purchased (by using affective, cognitive and behavioral constructs), assessed consumer’s general knowledge about chestnuts, frequency of consumption and familiarity with cooking. The survey also included a choice-based conjoint analysis to evaluate the effects of origin, production process and price on consumer preferences for chestnuts. Results show that high satisfaction with chestnuts purchased increases the likelihood of future purchase. Most consumers who buy chestnuts know that chestnuts need to be refrigerated but more educational effort is needed regarding the low fat content of chestnuts as compared to other nuts and the gluten-free attribute of chestnut flour. Conjoint analysis of chestnut attributes (origin, production process and price) confirmed results of past studies. Holding other attributes constant, chestnut origin is the most important attribute influencing purchases, consumers strongly preferring locally grown chestnuts over U.S. grown or imported. Chestnuts grown organically or pesticide free were preferred over conventional production. Price also has a significant influence on the purchase decision but its relative effect was lowered when bundled with the other product attributes.