Progress 09/01/09 to 12/31/10
Outputs
OUTPUTS: In September 2009, our group of university and USDA research scientists met with interested stakeholders at a two-day workshop in Geneva, NY. Stakeholders included distributors (David Hille and Chris Grallert of Cabbage, Inc.), retailers (Bill Poole, Steve Strub, and Brian Babcock of Wegmans), processors (Mike Gardinier of Farm Fresh First) and representatives from four seed companies (John Hewitt from Syngenta, Ron Garton from Monsanto, Matt Linder of Sakata, and PI Mary van Ryn of Bejo). Researchers in attendance were PI's Thomas Bjorkman, Phil Griffiths, and Miguel Gomez from Cornell, Mark Farnham (USDA), Jim Myers (Oregon State University), Powell Smith (Clemson Extension), Wythe Morris (Virginia Polytech Extension) and Carl Sams (University of Tennesse, Knoxville). Steve Reiners and Joe Shail from Cornell also participated in the discussion, and Jill Eccleston served as facilitator and grant writer. The workshop opened with an overview of current broccoli production and a review of the seven component objectives that must be accomplished to develop an eastern industry. Breakout groups focused on individual objectives (germplasm development, regional testing, hybrid seed production, variety release, extension, distribution, and retail). Each group identified potential obstacles and strategies to overcome them and meet objective goals. On day 2 of the workshop, the entire group reconvened to refine goals based on insights from small group discussions. Key outcomes included a target product (disease resistant broccoli suited for the crown cut preferred by retailers), candidate sites for hosting regional trials, a goal of 5 new hybrids specifically bred for east coast growers, a comprehensive extension plan for developing regional grower networks, approaches to building and sustaining the distribution chain, and a strategy for scaling up the industry as the effort progresses. The group also discussed available resources and identified potential additional partners. Jeanine Davis of North Carolina State University and Allen Straw and Brinkley Benson of Virginia Tech joined the university research collaborators. The industry partners agreeing to support the project were seed companies Bejo, Syngenta, Johnnys and Seminis, distributor Cabbage Inc, retailer Wegmans, producer-distributors Ocean Mist, L & M companies, producer-packers WP Rawl and Clayton Rawl Fams, Hansen Farms and CY Farms. All collaborating companies demonstrated that they value this project by agreeing to provide in-kind support. An in-depth proposal to develop an eastern broccoli industry was assembled and submitted to USDA's SCRI program. The proposal was approved for funding. A regional trial planning meeting was held in Charleston, SC in December 2010 to design consistent trial design and evaluation protocols, and to train trial coordinators and assistants in execution. Trials five regional trial locations will begin in 2011. First-year results will provide recommendations for eastern growing areas and inform seed companies how their best varieties perform relative to grower requirements and competing material. PARTICIPANTS: Co-PI's T. Bjorkman, M.W. Farnham, M. Gomez, P.D. Griffiths, M.G. Hutton, D.A. Kopsell, J.R. Myers, and C. Sams. Staff: J. Eccleston. Partner Organizations: USDA Agricultural Research Service, University of Maine, University of Virginia, University of Tennessee, Oregon State University, Johnny's Seeds, Cabbage, Inc.,and Bejo Seed. Collaborators: Gene Mero, Seminis Vegetable Seeds; John Hewitt, Syngenta Seeds; Jeannine Davis, North Carolina State University; Powell Smith, Clemson University; Wythe Morris, Allen Straw, B. Benson, Virginia Tech; Eric Hansen, Ed Hansen Farms; Mike Riner, CY Farms; Charles Wingard, Walter P. Rawl Farms; Chris Rawl, Clayton Rawl Farms; Bill Pool, Wegmans Markets; Chris Grallert, Cabbage, Inc.; Maria Valdez, Ocean Mist Farms; Brock Christian, L&M Companies. TARGET AUDIENCES: Not relevant to this project. PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.
Impacts
Project participants are now in the opening stages of a very large effort to establish an eastern broccoli industry. Ultimately, this project will result in the year-round availability of East Coast broccoli in eastern markets, something industry alone has not been able to achieve due to the need for coordinated escalation of several sectors (production, distribution, retail, seed supply). The impact of this effort will be felt at all levels of the industry. Plant breeders in both public and private programs are already focusing their efforts on developing broccoli varieties better suited to the East Coast. (Previously, seed company efforts were directed towards Western production). East Coast growers will thus be able to choose varieties that do well and extend the growing season in their location. Extension personnel will be updating regional broccoli production recommendations and scheduling training workshops in support of growers who choose to add this high-value crop to their production schedule. Local distributors and retailers will see a decrease in transportation time and costs, compared with broccoli sourced from the west, and consumers will reap the health and taste benefits of fresher broccoli. The potential economic benefits of this effort are many. Growers stand to increase their income by producing high-value broccoli (demand for which continues to soar) in addition to or in place of lower value crops. Increased demand for cooling facilities and distributors should result in rapid growth in those sectors, especially since determining the optimal structure for those networks is a key part of the project. Retailers will be able to use the freshness and lowered carbon footprint of eastern broccoli in marketing campaigns, and seed companies will see an expanded market as the eastern industry grows. The potential for job creation is high, particularly in the area of post-harvest handling and distribution but also in production. Some of our extension partners are reporting interest from former growers who see potential in this effort and are considering a return to farming. A number of interested growers are located in relatively poor communities (Appalachia, southern Maine) where broccoli production will have a positive impact on the local economy. Rising fuel prices underscore the timely nature of this project. Producing broccoli on the east coast for eastern consumers will result in a reduction in the amount of energy required for transport and thus reduce dependence on foreign oil. It should also ease demand for scarce water resources in the western U.S. as production shifts to eastern environments with more plentiful water supplies. Finally, we anticipate that this project will serve as a model and establish infrastructure for other East Coast agricultural products. As one grower noted, success in this effort will open the door for other crops.
Publications
- No publications reported this period
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Progress 09/01/09 to 08/31/10
Outputs
OUTPUTS: The primary outcome of the planning project was an SCRI proposal entitled "Establishing An Eastern Broccoli Industry" with nine co-PDs and six institutions, as well as subcontracts with three additional institutions, and research contributions by seven companies as matching funds. The proposal was funded! It has now begun, as a 5-year long-term Coordinated Agricultural Project. PARTICIPANTS: Co-PIs Bjorkman, T. Farnham, M. W. Gomez, M. Griffiths, P. D. Hutton, M. G. Kopsell, D. A. Myers, J. R. Sams, C. Staff: J. Eccelston Partner Organizations: USDA Agricultural Research Service, University of Maine, University of Virginia, University of Tennessee, Oregon State University, Johnnys Seeds, Cabbage, Inc., Bejo Seed. Collaborators: Gene Mero, Seminis Vegetable Seeds; John Hewitt, Syngenta Seeds; Jeanine Davis, North Carolina State University; Powell Smith, Clemson University; Wythe Morris, Allen Straw, B. Benson, Virginia Tech.; Eric Hansen, Ed Hansen Farms; Mike Riner, CY Farms; Charles Wingard, Walter P. Rawl Farms; Chris Rawl, Clayton Rawl Farms; Bill Pool, Wegmans Markets; Chris Grallert, Cabbage Inc.; Maria Valdez, Ocean Mist farms; Brock Christian, L&M Comapanies. TARGET AUDIENCES: Not relevant to this project. PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.
Impacts
The project participants experienced a major change in condition in that we are now in the opening stages of a very large project to establish a large year-round Eastern broccoli industry.
Publications
- No publications reported this period
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