Source: PENNSYLVANIA STATE UNIVERSITY submitted to
SPECIALTY CROPS AND FOOD SYSTEMS: EXPLORING MARKETS, SUPPLY CHAINS AND POLICY DIMENSIONS
Sponsoring Institution
National Institute of Food and Agriculture
Project Status
COMPLETE
Funding Source
HATCH
Reporting Frequency
Annual
Accession No.
1008955
Grant No.
(N/A)
Cumulative Award Amt.
(N/A)
Proposal No.
(N/A)
Multistate No.
S-1067
Project Start Date
Jan 1, 2016
Project End Date
Sep 30, 2020
Grant Year
(N/A)
Program Code
[(N/A)]- (N/A)
Recipient Organization
PENNSYLVANIA STATE UNIVERSITY
208 MUELLER LABORATORY
UNIVERSITY PARK,PA 16802
Performing Department
Plant Science
Non Technical Summary
The food industry faces many challenges and opportunities as consumers continue to indicate shifting attitudes, behaviors, and confidence regarding the food they purchase for themselves and their families. Market trends include rising food prices, competition from abroad, desire for value-added processed products, year-round availability, and declining affordability of desired imported specialty goods greatly impacts what is purchased for the household. Not only do statistics indicate that what U.S. consumers are eating has changed, but where consumers are purchasing food is also in transition. Evidence indicates that certain segments of consumers are incorporating more locally-grown food into their diet. The impetus prompting consumers to seek alternative sources for fresh produce and value-added, processed products can be linked in-part to the percent increase in food prices. In addition, consumers are concerned about food safety and looking for locally-grown alternatives to supermarket offerings not only to address safety issues but also to support local agriculture and farmers. Consumer demographics, attitudes and beliefs, social and environmental settings, and health have a substantial influence on what foods are purchased, growth in food categories such as partially or completely prepared food items, food source, and how food is obtained. These factors will impact what is grown, where it is grown, how it is grown, the need for processing and adding value, how food is presented at retail, and channels of distribution. Thus, it is imperative that research is conducted to identify needs, wants, barriers, misconceptions, and other factors that influence the purchasing decision. Consumer research is warranted that not only examines behaviors butinvestigates would could impact future purchasing decisions. Results and outcomes will assist food industry members make research based business decisions in an effort to remain economically sustainable.
Animal Health Component
100%
Research Effort Categories
Basic
(N/A)
Applied
100%
Developmental
(N/A)
Classification

Knowledge Area (KA)Subject of Investigation (SOI)Field of Science (FOS)Percent
6036220301040%
6076299309040%
6031199301020%
Knowledge Area
603 - Market Economics; 607 - Consumer Economics;

Subject Of Investigation
1199 - Deciduous and small fruits, general/other; 6220 - Marketing, processing, and supply firms other than cooperatives; 6299 - Marketing, general/other;

Field Of Science
3090 - Sensory science (human senses); 3010 - Economics;
Goals / Objectives
Develop demand and market valuation models for the produce sector that can be used to evaluate effects of increasingly complex product differentiation schemes (organic, enhanced health claims, biodynamic), trade, commodity marketing programs, labeling programs (local, food miles, Fair Trade), traceability systems, and food safety events in the U.S. produce markets. Analyze the relative benefits and costs, to producers and consumers, of government and industry-led marketing and policy programs (certifications, Country of origin labeling, farmers markets, California/Arizona Leafy Greens Marketing Agreements) using both theoretical approaches and empirical evidence from multi-state applied research projects.
Project Methods
To assist industry members with understanding consumer attitudes and behaviors towards food purchases, various studies (e.g., Internet, telephone, sensory evaluations) will be conducted involving consumers residing within Pennsylvania and the mid- Atlantic region, as well as international audiences. Survey questions will investigate factors influencing consumer purchasing decisions regarding fresh produce and value-added, processed products: increasing food prices, rising energy costs and other economic factors currently impacting their household, food safety, quality, availability, variety, and affordability. Data will be made available to other industry members through various methods of distribution: trade journal articles, county and state-wide extension articles and bulletins, extension and association websites, and other outlets as deemed necessary.Consumer choice of highly differentiated fresh produce will be examined using state-of-the-art discrete choice models that integrate consumer knowledge, cognizance of health effects, and economic attributes of specific products including availability and product condition. Heterogeneity across consumers will be incorporated to allow consideration of spatial characteristics of the food environment they face as well as consumer characteristics. Current pricing focuses on the product in perfect fresh condition, our approach will provide a basis for pricing that varies over product life. Models will be developed that will inform data collection and support retailer specific use.

Progress 01/01/16 to 09/30/20

Outputs
Target Audience:Growers, farmers, wholesalers, retailers, wineries, farm producers, and small and medium-sized horticultural businesses Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided?From 2016 to 2017, an honors undergraduate student was able to conduct research pertaining to consumerapple consumption and purchasing attitudes and behaviors. The last of three research articles waspublished in November2017 in the Pennsylvania Fruit News. In 2019, an undergraduate student learned how to conduct a focus group session, including developing themoderators guide and recruiting, and how to craft a survey questionnaire. Graduate students were trained and collaborated in research projects. How have the results been disseminated to communities of interest?The researchers have used several methods to disseminate data and results to communities of interest. A number of in-person presentations have been delivered at local, regional, national, and international meetings and conferences. Examples include the Pennsylvania Wine Marketing and Research Board Research Symposiums, the Mid-Atlantic Fruit and Vegetable Conventions, the License to Steal Annual Wine Conference and Workshop, and the National Farm to Cafeteria Conference. More than 30 blog posts have been published on The Penn State Wine & Grape Team's Wine & Grape U. blog site. https://psuwineandgrapes.wordpress.com Three podcasts have been published through the All in Foodz Podcast Series, administered by the Food Decisions Research Laboratory, School of Hospitality Management, Penn State.www.blubrry.com/allinfoodz More recently, webinars have been offered through The Penn State Wine & Grape Extension Team's 2020 weekly webinar series and through other Penn State Extension organized webinars. What do you plan to do during the next reporting period to accomplish the goals? Nothing Reported

Impacts
What was accomplished under these goals? Between 2016 and 2020,several research reports, peer-reviewed journal articles, and publications written for stakeholder implementation were published. All research efforts focused on investigating issues and strategies that are of concern to Pennsylvania growers, retailers, and other stakeholdergroups, or that are potential opportunities. In addition, extension efforts have included reacting to situations that have adversely impacted industry members, most recently COVID-19. Objective 1:For wine marketing and consumer research, output has provided growers, winemakers, and winery tasting room owners and operators with information and strategies that are not widely available or state-specific outside of states along the west coast of the United States (Kelley and Schmidt). Investigating consumer demand in ethnic foods and local foods has also provided producers, wholesalers, and retailers with data relating psychographics, shopping behaviors, and current and potential demand for specific cultivars (Kelley). Objective 2: Agritourism research was conducted to learn what specific activities and marketing strategies appeal to consumers and could motivate them to participate (Kelley and Schmidt). Producer research was undertaken to learn about the challenges and success factors for agritourism in Pennsylvania (Schmidt).

Publications

  • Type: Journal Articles Status: Published Year Published: 2019 Citation: Dobis, E., Reid, N., Schmidt, C., & Goetz, S. J. (2019). The Role of Craft Breweries in Expanding Local Hops Production. Journal of Wine Economics, 14(4).
  • Type: Other Status: Published Year Published: 2020 Citation: Schmidt, C., & Kime, L. (2020). "Crop Insurance for Industrial Hemp." Penn State Extension.
  • Type: Other Status: Published Year Published: 2020 Citation: Kelley, K. M., & Schmidt, C. (2020). "Wine consumer and product trends: What may change due to the COVID-19 pandemic, Part 3." Penn State Wine & Grape U. Blog, https://psuwineandgrapes.wordpress.com/
  • Type: Other Status: Published Year Published: 2020 Citation: Schmidt, C., & Kelley, K. M. (2020). "Wine E-commerce During Covid-19 and Beyond." Penn State Wine & Grape U. Blog, https://psuwineandgrapes.wordpress.com/
  • Type: Other Status: Published Year Published: 2020 Citation: Kelley, K. M., & Schmidt, C. (2020). "Wine consumer and product trends: What may change due to the COVID-19 pandemic." Penn State Wine & Grape U. Blog, https://psuwineandgrapes.wordpress.com/
  • Type: Other Status: Published Year Published: 2020 Citation: Kelley, K. M., & Schmidt, C. (2019). On Premise and Off-Site Festivals and Events. Penn State Wine & Grape U. Blog, https://psuwineandgrapes.wordpress.com/
  • Type: Conference Papers and Presentations Status: Published Year Published: 2020 Citation: Kelley, K. M., & Schmidt, C. (2020). Food Trends 2020. 2020 Mid-Atlantic Fruit and Vegetable Convention Proceedings (pp. 168-170).
  • Type: Other Status: Published Year Published: 2020 Citation: Schmidt, C., Kelley, K. M., & Sharma, A. (2020). "Wine Trends During COVID-19." All in Foodz Podcast. https://blubrry.com/allinfoodz
  • Type: Other Status: Published Year Published: 2020 Citation: Kelley, K. M., Felitti, P. (2020). Virtual Gatherings with Food & Drink. All in Foodz Podcast. https://blubrry.com/allinfoodz
  • Type: Other Status: Published Year Published: 2020 Citation: Kelley, K. M. (2020). Tasting Rooms and COVID-19. Penn State Wine & Grape U. Blog, https://psuwineandgrapes.wordpress.com/
  • Type: Book Chapters Status: Published Year Published: 2016 Citation: K.M. Kelley. 2016-2017 Pennsylvania Tree Fruit Production Guide AGRS-045. 384 pp. Chapter 10: Marketing.
  • Type: Other Status: Published Year Published: 2016 Citation: Kelley, K. M. (2016). Marketing strategies and uses for imperfect produce. Pennsylvania Farm Bureau, Country Focus, 26(10):20.
  • Type: Journal Articles Status: Published Year Published: 2018 Citation: Kelley, K. M., Bruwer, J., Zelinskie, J., Gardner, D., Govindasamy, R., Hyde, J., & Rickard, B. (2018). Travel Group Member Type Effects in Wine Tourism: An ECHAID Segmentation. Tourism Recreation Research 44(1), 54-65. doi.org/10.1080/02508281.2018.1541578.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2019 Citation: Kelley, K. M. (July 25, 2019). "Wine marketing its the U.S. Mid-Atlantic Region: Research and Extension," Energy, Business, and Community Vitality Extension Team. Penn State Extension
  • Type: Conference Papers and Presentations Status: Other Year Published: 2019 Citation: Kelley, K. M. (March 12, 2019). "Wine Marketing in the Mid-Atlantic Region in the U.S.: Results from Consumer Research," Food Decisions Research Laboratory, Pennsylvania State University. Regional.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2019 Citation: Keller, S., Centinari, M., & Kelley, K. M. (March 5, 2019). "Defining regional typicity of Gr�ner Veltliner wines.," Wine Marketing Research Board Symposium, Pennsylvania Wine Marketing Research Board. State.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2019 Citation: Keller, S., Centinari, M., & Kelley, K. M. (March 5, 2019). "Toward the development of a varietal plan for Pennsylvania wine grape growers," Wine Marketing Research Board Symposium, Pennsylvania Wine Marketing Research Board. State.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2019 Citation: Centinari, M., Fleishman, S., & Kelley, K. M. (March 5, 2019). "Under-vine cover crops: Can they mitigate vine vigor and control weeds while maintaining vine productivity?" Wine Marketing Research Board Symposium, Pennsylvania Wine Marketing Research Board. State.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2016 Citation: Kelley, K. M. (November 3, 2016). "Incorporating lifestyle trends into your retail product mix.," Western PA Fall Greenhouse Meeting, Penn State Extension, Wexford, PA, Invited. State.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2016 Citation: Kelley, K. M. (November 3, 2016). "Using social media to connect with your customers.," Western PA Fall Greenhouse Meeting, Penn State Extension, Wexford, PA, Invited. State.
  • Type: Book Chapters Status: Published Year Published: 2020 Citation: Kelley, K. M. (2020). 2020-2021 Pennsylvania Tree Fruit Production Guide AGRS-045. Chapter 10: Marketing (pp. 436).
  • Type: Conference Papers and Presentations Status: Published Year Published: 2019 Citation: Kelley, K. M. (2019). Trends and consumer demand for specialty cut flowers. 2019 Mid-Atlantic Fruit and Vegetable Convention Proceedings (pp. 52-53).
  • Type: Other Status: Published Year Published: 2019 Citation: Kelley, K. M. (2019). Summary of the Silicon Valley Banks Wine Division Direct-to-Consumer Wine Sales videocast, Part 1. May 24, 2019. Penn State Wine & Grape U. Blog, https://psuwineandgrapes.wordpress.com/
  • Type: Book Chapters Status: Published Year Published: 2018 Citation: K.M. Kelley, (2018). 2018-2019 Pennsylvania Tree Fruit Production Guide AGRS-045. Chapter 10: Marketing.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2016 Citation: Kelley, K. M. (November 9, 2016). "Social media for greenhouse growers and garden centers," 2016 Northeast Greenhouse Conference and Expo, Boxborough, MA, Invited. Regional.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2020 Citation: Kelley, K. M. (July 13, 2020 - July 16, 2020). "Learning and managing consumer perceptions of cool climate wines and grape varieties.," International Cool Climate Wine Symposium 2020, St. Catharines, Ontario, Canada (Conference canceled), Invited. International.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2020 Citation: Kelley, K. M., Donohue, M., Hopfer, H., & Centinari, M. (June 24, 2020 - June 28, 2020). "Identifying segments of Mid-Atlantic USA wine consumers interested in purchasing Gr�ner Veltliner, a potential signature varietal for Pennsylvania.," American Association of Wine Economists, Verona, Italy (Conference canceled), Accepted. International.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2019 Citation: Kelley, K. M. (November 5, 2019). "Wine marketing its the U.S. Mid-Atlantic Region: Research and Extension," Tuesday Talk, Penn State Extension, Craft Beverage Research Network, 14 in attendance, Invited. Regional.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2019 Citation: Yue, C., Govindasamy, R., & Kelley, K. M. (July 2019). "Mid-Atlantic wine industry target market analysis using decision trees.," American Association of Wine Economists Annual Meeting, Vienna, Austria. International.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2018 Citation: Yue, C., Govindasamy, R., & Kelley, K. M. (June 2018). "Mid-Atlantic wine tourism consumer preference: An econometric approach.," American Association of Wine Economists Annual Meeting, Ithaca, New York. International.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2017 Citation: Zelinskie, J., Kelley, K. M., Gardner, D., Govindasamy, R., Hyde, J., Rickard, B., & Storchmann, K. (July 2017). "An assessment of winery tasting room marketing strategies based on Mid-Atlantic (New Jersey, New York, and Pennsylvania) consumer surveys.," American Society of Enology and Viticulture/Eastern Section Annual Meeting, Charlottesville, VA. Regional.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2017 Citation: Kelley, K. M., Zelinskie, J., Centinari, M., Gardener, D., Govindasamy, R., Hyde, J., Rickard, B., & Storchmann, K. (June 2017). "Consumer preferences for sustainable wine attributes: A conjoint analysis.," American Association of Wine Economists Annual Meeting, Padua, Italy. International.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2017 Citation: Yue, C., Govindasamy, R., & Kelley, K. M. (June 2017). "Super-core wine consumers - A study from the Mid-Atlantic United States," American Association of Wine Economists Annual Meeting, Pauda, Italy. International.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2016 Citation: Govindasamy, R., Arumugam, S., Kelley, K. M., & Miller, A. (2016). "Attitudes and preferences of mid-Atlantic consumers towards New Jersey wine," Grape Expectations Symposium, Rutgers Cooperative Extension Meeting, Monroe Township, NJ, Invited. State.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2016 Citation: Kelley, K. M., Miller, A., Gardner, D., Govindasamy, R., Hyde, J., Rickard, B., & Storchmann, K. (2016). "Characteristics of wine consumers in the Mid-Atlantic states: A statistical analysis," American Association of Wine Economists Annual Meeting, Bordeaux, France. International.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2016 Citation: Miller, A., & Kelley, K. M. (2016). "Developing wine marketing strategies for the mid- Atlantic region," New Jersey Vegetable Growers Meeting, Atlantic City, NJ, Invited. State.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2016 Citation: Sharma, A., Strohbehn, C., & Kelley, K. M. (2016). "Relevance of local food systems: Challenges and opportunities for foodservice industry and schools," Annual International Council on Hotel, Restaurant, and Institutional Education, Dallas, TX. National.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2016 Citation: Kelley, K. M. (2016). "Increasing tasting room visits through social media," Eastern Winery Exposition, Lancaster, PA, Invited. Regional.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2016 Citation: Hyde, J., & Kelley, K. M. (2016). "Integrating social media into your everyday work," National Extension and Research Administrative Officers Conference, Philadelphia, PA, Invited. Local.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2016 Citation: Kelley, K. M. (2016). "Marketing strategies and outlets for imperfect fruit," North American Fruit Explorers National Meeting, Camp Swatara, PA, Invited. Regional.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2016 Citation: Kelley, K. M., Zelinskie, J., Miller, A., & Govindasamy, R. (2016). "Strategies for encouraging tasting room visits: Results from a study conducted with mid-Atlantic wine consumers," Grape Expectations Symposium, Rutgers Cooperative Extension Meeting, Monroe Township, NJ, Invited. State.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2016 Citation: Kelley, K. M. (2016). "Strategies for using social media to connect with your customers," Long Island Greenhouse and Floriculture Conference, Riverhead, NY, Invited. State.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2020 Citation: Kelley, K. M. (March 12, 2020). "What's trending? An update on today's wine consumer and product trends," License to Steal Wine Conference, Lancaster, PA, 80 in attendance, Invited. Regional.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2019 Citation: Cornelisse, S., & Kelley, K. M. (January 28, 2019). "Social media: Introduction," Mid-Atlantic Fruit and Vegetable Convention, Hershey, PA, 13 in attendance, Invited. Regional.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2020 Citation: Kime, L., Schmidt, C., & Harper, J. (June 29, 2020). "Reducing Financial Risk in Hemp Production," Hemp Webinar Series, NERME, Webinar, 34 in attendance. National.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2020 Citation: Schmidt, C., & Bartley, B. (May 14, 2020). "Disruptions in the Food Supply Chains Explained," Empty Shelves at the Store? Food System Disruptions and COVID-19, Webinar, 367 in attendance. Regional.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2020 Citation: Graziani, M., & Schmidt, C. (March 2, 2020). "Improving the Local Value Chain of Pennsylvania Craft Beer Preliminary results from Research & Coordination Efforts," Philadelphia Grain and Malt Symposium, Deer Creek Malthouse, Philadelphia, 150 in attendance. Regional.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2020 Citation: Kelley, K. M. (March 10, 2020). "Cause marketing," License to Steal Wine Conference, Lancaster, PA, 80 in attendance, Invited. Regional.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2020 Citation: Kelley, K. M., & Schmidt, C. (January 29, 2020). "Food Trends 2020," Mid-Atlantic Fruit and Vegetable Convention, Hershey, PA, 300 in attendance, Invited. Regional.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2017 Citation: Kelley, K. M. (February 2017). "Social media networks wineries should use to connect with consumers.," B.E.V. NY Annual Meeting, Cornell Extension, Waterloo, NY, Invited. State.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2020 Citation: Kelley, K. M., & Schmidt, C. (May 20, 2020). "Wine Consumer and Product Trends: What May Change Due to the COVID-19 Pandemic," Energy, Business, and Community Vitality Extension Team, 185 in attendance. Regional.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2019 Citation: Connor, D., & Kelley, K. M. (January 28, 2019). "Bramble workshop: Economics and marketing," Mid-Atlantic Fruit and Vegetable Convention, Hershey, PA, 15 in attendance. Regional.


Progress 10/01/18 to 09/30/19

Outputs
Target Audience:Growers, farmers, wholesalers, retailers, wineries, farm producers, and small and medium-sized horticultural businesses Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided?Kathleen Kelley: An undergraduate student learned how to conduct a focus group session, including developing the moderators guide and recruiting, and how to craft a survey questionnaire. How have the results been disseminated to communities of interest?Kathleen Kelley:Two PSU Wine & Grape U. blog posts were published and made available to the industry. Viewership spans beyond the mid-Atlantic, as the blog is accessed by industry members throughout the world. A number of manuscripts were published in peer-reviewed journals. ClaudiaSchmidt started in 2018 at Penn State University as an assistant professor of agricultural economics. She presented her research plan in March 2019 at the Pennsylvania Wine Marketing and Research Board Research Symposium, which will be executed over the next three years: Schmidt, C., Centinari, M., & Kelley, K. M. (March 5, 2019). "Toward the Development of a Varietal Plan for Pennsylvania Wine Grape Growers," Wine Marketing and Research Board Research Symposium, Wine Marketing and Research Board, State College. What do you plan to do during the next reporting period to accomplish the goals?Kathleen Kelley: I will continue to write Penn State Wine & Grape U. blog posts, present at professional and industry meetings, publish additionalpodcasts, and explore other ways to educate stakeholders. The Penn State Grape and Wine Team has been awarded several multi-disciplinary proposals to help the industry with grape and wine production and marketing and tasting room efforts. Manuscripts will be developed based on data collected during the 2019cover crop and Gruner Veltliner Internet surveys. Two additional surveys, one for each research project, will be conducted in winter 2020. Claudia Schmidt:She is planning, in collaboration with the wine and grape team at Penn State, to develop a varietal plan for Pennsylvania grape growers, taking into consideration the environmental conditions of the different grape growing regions in Pennsylvania. In addition, she intends to analyze the regulatory impact of recent changes to in-state shipping privileges for wineries in Pennsylvania.

Impacts
What was accomplished under these goals? Kathleen Kelley: Members of the Penn State Grape & Wine Team received funding from the PennsylvaniaWine Marketing Research Board to conduct research pertaining to vineyard cover crop usage and a lesser know wine varietal, Gurner Veltliner. For both projects, consumer focus group sessions, consumer Internet surveys, and grower Internet surveys were administered. Results from the grower surveys will help our viticulture team design research studies and plan extension efforts. Consumer research efforts will assist the wine industrybetter understand their clientele and develop a more targeted marketing strategy.

Publications

  • Type: Journal Articles Status: Awaiting Publication Year Published: 2019 Citation: Kelley, K. J. Bruwer, J., Zelinskie, D. Gardner, R. Govindasamy, J. Hyde, and B. Rickard. Wine consumers willingness to adopt environmentally friendly packaging practices at tasting rooms: An ECHAID analysis. British Food Journal. [Accepted August 2019].
  • Type: Journal Articles Status: Published Year Published: 2019 Citation: Bruwer, J., J. Cohen, and K.M. Kelley. 2019. Wine involvement interaction with dining group dynamics, group composition and consumption behavioral aspects in USA restaurants. International Journal of Wine Business Research 31(1):12-28. DOI: 10.1108/IJWBR-06-2018-0027
  • Type: Other Status: Published Year Published: 2019 Citation: Podcast: Kelley, K. M. (2019). "Wine in Pennsylvania." All in FoodZ Podcast Series, Food Decisions Research Laboratory, School of Hospitality Management, Penn State. www.blubrry.com/allinfoodz/43716902/wine-in-pennsylvania/.
  • Type: Other Status: Published Year Published: 2019 Citation: Penn State Wine & Grape U. Blog, https://psuwineandgrapes.wordpress.com/ Kelley, K. M. (2019). Kelley, K. 2019. An overview of recent wine products. February 22, 2019.
  • Type: Other Status: Published Year Published: 2019 Citation: Penn State Wine & Grape U. Blog, https://psuwineandgrapes.wordpress.com/ Kelley, K. M. (2019). Kelley, K. 2019. Food, flavor, and wine consumer trends 2019. January 25, 2019.


Progress 10/01/17 to 09/30/18

Outputs
Target Audience:Growers, farmers, wholesalers, retailers, wineries, farm producers, and small and medium-sized horticutlural businesses Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided?Kathleen Kelley: In 2016 to 2017, an honors undergraduate student was able to conduct research pertaining to consumer apple consumption and purchasing attitudes and behaviors. The last of three research articles was published in November 2017 in the Pennsylvania Fruit News. Rob Weaver: Two PhD students were trained and have collaborated in research projects. How have the results been disseminated to communities of interest?Kathleen Kelley: Two PSU Wine & Grape U. blog posts were published and made available to industry. Viewership spans beyond the mid-Atlantic, as the blog is accessed by industry members throughout the world. A number of manuscripts were published in peer-reviewed journals. Rob Weaver:Retailers and wholesalers must price perishable fruit and vegetables. My research in presentations of it provide them with guidance on how to price perishables in order to ensure maximum profit while at the same time minimizing waist. What do you plan to do during the next reporting period to accomplish the goals?Kathleen Kelley: I will continue to write Penn State Wine & Grape U. blog posts, present at professional and industry meetings, publish additional podcasts, and explore other ways to educate stakeholders. The Penn State Grape and Wine Team has been awarded several multi-disciplinary proposals in an effort to help the industry with grape and wine production and marketing and tasting room efforts.Two manuscripts based on my 2018 sabbatical at the University of South Australia have been submitted to peer-reviewed journals and another is in draft form. Rob Weaver: Planned future research will move thecapability for pricing toward pricing tools for retailers and wholesalers.

Impacts
What was accomplished under these goals? Kathleen Kelley: Research data collected from wine consumers who reside in the mid-Atlantic region of the US has been further analyzed during my 2018 sabbatical. During this experience, I was able to spend time in Adelaide, Australia, at the University of South Australia where I taught myself to use a modeling program. This program allows me to analyze data with outcomes being of great value to wine and grape industry members. Rob Weaver:The research work developed a general method of pricing perishables in such a way that supply is sold at a schedule of prices that vary over time. This pricing method is optimizes profits and reduces waste by reducing inventory optimally as the product condition degrades. The method can be applied to any perishable product.?

Publications

  • Type: Conference Papers and Presentations Status: Other Year Published: 2018 Citation: Food system waste: Incentives for price strategies. Robert D. Weaver and Byhunhee Choi, USA presented at International European Forum on System Dynamics and Innovation in Food Networks, (163rd EAAE Seminar), February 5-9, 2018, Innsbruck-Igls, Austria
  • Type: Journal Articles Status: Published Year Published: 2018 Citation: Robert D. Weaver and Yongma Moon. 2018. Pricing Perishables with Uncertain Demand, Substitutes, and Consumer Heterogeneity Int. J. Food System Dynamics 9 (5), 484-495
  • Type: Journal Articles Status: Under Review Year Published: 2018 Citation: Sung Chung, Robert D. Weaver, and Hyun Woo Jeon. Sustainable Management of Remanufacturing in Dynamic Supply Chains" under review for publication in International Journal of Production Economics.
  • Type: Other Status: Published Year Published: 2017 Citation: Kelley, K. M., Zelinskie, J., Centinari, M., Gardner, D., Govindasamy, R., Hyde, J., Rickard, B., & Storchmann, K. (2017). "Consumer preferences for sustainable wine attributes: A conjoint analysis." Journal of Wine Economics, 12(4):416-425.
  • Type: Journal Articles Status: Published Year Published: 2018 Citation: Gardner, D., Kelley, K. M., & Miller, A. (2018). "Assessing the educational needs of the Pennsylvania wine industry." Journal of Extension, 56(1). http://www.joe.org/joe/2018february/rb5.php.
  • Type: Journal Articles Status: Published Year Published: 2018 Citation: Miller, A., Kelley, K. M., Gardner, D. M., Govindasamy, R., Hyde, J., Rickard, B., & Storchmann, K. (2018). Assisting Mid-Atlantic wine industry stakeholders in developing consumer-centric marketing strategies: Internet survey results. Journal of Extension, 56(1). http://www.joe.org/joe/2018february/rb5.php.
  • Type: Journal Articles Status: Published Year Published: 2018 Citation: Govindasamy, R., Arumugam, S., Zhuang, J., Kelley, K. M., & Vellangany, I. (2018). Cluster analysis of wine market segmentation  A consumer based study in the Mid-Atlantic USA. Economic Affairs, 63(1):151-157.
  • Type: Journal Articles Status: Accepted Year Published: 2019 Citation: Yue, C., Govindasamy, R., & Kelley, K. M. Mid-Atlantic wine tourism consumer preference: An econometric approach. International Journal of Wine Business Research. [Accepted August 2018].
  • Type: Journal Articles Status: Accepted Year Published: 2019 Citation: Bruwer, J., Cohen, J., & Kelley, K. M. Wine involvement interaction with dining group dynamics, group composition and consumption behavioral aspects in USA restaurants. International Journal of Wine Business Research. [Accepted August 2018].
  • Type: Other Status: Published Year Published: 2017 Citation: Baugher, N. and K. Kelley. 2017. Consumer preference for fresh apples in the Mid-Atlantic: Awareness and interest in Genetically Modified apples. Pennsylvania Fruit News. 97(11):18-21.
  • Type: Book Chapters Status: Published Year Published: 2018 Citation: Crassweller, R.M., T.A. Baugher, R.P. Marini, J.R. Schupp, G. Krawczyk, D.J. Biddinger, M. Frazier, J. Hopwood, E. Mader, M. Vaughan, K.A. Peter, B.L. Lehman, M.C. Brittingham, L.F. LaBorde, J.K. Harper, L.F. Kime, M. Sean High, R.H. Pifer, K.M. Kelley, C. Gregory, and C. Jung. (2018). 2018-2019 Pennsylvania Tree Fruit Production Guide AGRS-045. Chapter 10: Marketing.
  • Type: Other Status: Published Year Published: 2018 Citation: Kelley, K. 2018. Highlights from my Australian sabbatical leave. July 30, 2018. Penn State Wine & Grape U. blogs (http://psuwineandgrapes.wordpress.com).
  • Type: Other Status: Published Year Published: 2017 Citation: Centinari, M., B. Hed, K. Kelley, and J. Timer. 2017. Looking back at the 2017 growing season. December 1, 2017. Penn State Wine & Grape U. blogs (http://psuwineandgrapes.wordpress.com).


Progress 10/01/16 to 09/30/17

Outputs
Target Audience:Growers, retailers, wineries, small and medium-sized horticultural businesses Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided?Rob Weaver:Research training was provided to a PhD student, leading to completion of a PhD dissertation. Kathy Kelley: A student who worked on the wine marketing research graduated with a Master's of Science Degree in Horticulture in August 2017. Data from this research were the basis of five Wine & Grape U. blog posts. Data were also disseminated at professional meetings. An honors undergraduate student was able to conduct research pertaining to consumer apple consumption and purchasing attitudes and behaviors. Two of three researcharticles have been published in the Pennsylvania Fruit News. How have the results been disseminated to communities of interest?Rob Weaver:Research results prototyped methods that can now be further developed for dissemination and application. Kathy Kelley: Research results have been disseminated to stakeholders at the following venues and industry meetings: American Society of Enology and Viticulture/Eastern Section Annual Meeting American Association of Wine Economists Annual Meeting Greater Cleveland Flower Growers Association Annual Meeting Cornell University: Beverage, Econology, and Viticulture Annual Meeting Several research reports and peer-reviewed journal articles were published, along with the delivery of several presentations at industry meetings. Wine marketing research outcomes and extension practices were disseminated as nine separate blogpost published throughthe Wine & Grape U. blog in (https://psuwineandgrapes.wordpress.com/; 473 followers). Wordpress insights for the Wine & Grape U. blog revealed that these posts,along with contributions from other Penn State Grape and Wine Team members, are accessed not only by industry members in Pennsylvania, but they reach readers throughout the world. According to Wordpress.com Insights, in 2017, the blog was accessed on 80,524 separate occasions, by 51,065 visitors. While 54,335 views were initiated in the United States, 4,212 views originated in Canada, 3,021 in Australia, and 2,013 in the United Kingdom. In addition to theblogbeing accessed from well-known wine-producingcountries (e.g., Chile, France, Italy, Australia, and South Africa), views have generated from lesser-known producing countries such as Ukraine, Taiwan, and Brazil.The blog posts were also posted on the Penn State Extension V & E Facebook Page (703 followers), and sent to members who subscribe to the Penn State Wine Grape and Enology listservs. What do you plan to do during the next reporting period to accomplish the goals?Rob Weaver:A key issue in perishable product markets is price volatility or discrete jumps. Such price behavior has implications for consumer choice as well as for grower supply decisions. Weaver and grad students will develop a model of consumer search and grower supply behavior to isolate and illustrate key factors that contribute or diminish the probability of price jumps. Kathy Kelley: Continue to write Penn State Wine & Grape U. blog posts, present at professional and industry meetings, publish additional podcasts, and explore other ways to educate stakeholders. The Penn State Grape and Wine Team has submitted several multi-disciplinary proposals in an effort to help the industry with grape and wine production and marketing and tasting room efforts. In addition, I am continuing to build collaborations with researchers at other US universities and at the University of South Australia.

Impacts
What was accomplished under these goals? Rob Weaver: Research focused on the development of a predictive model that could be used to price perishable products. Intrinsically, highly differentiated products are ultimately perishable as product life terminates when consumer preferences redirect purchase toward different products. A model of perishable pricing was developed and its implications evaluated using simulation methods. A second effort involved development an extension of the perishable pricing model to acknowledge thin market settings such as road-side or on-farm sales or pick-your own venues. In these settings, growers are faced with pricing their products though have little information concerning market conditions and competitor prices. An approach was developed to collect relevant information through IT methods, this provides a basis for formation of pricing recommendations that reflect current market conditions. A third effort examines the oligopoly market structure within a dynamic, spatial setting such as that of fresh produce. The focus is to analyze the role of market structure on the performance of the network. Kathy Kelley: Research data, collected from wine consumers who reside in the mid-Atlantic region of the US have been analyzed to determine what marketing strategies, tasting roomprocedures, and grape production practices resonate the most with these wine consumers. The following is a list of some of these researchoutcomes: 1) based on options presented, 56.8% of survey participants indicated that the "ability to taste wines before making any purchases" motivated them to visit and/or make a purchaseat a winery located within 100 miles of their home, followed by a preference to purchase directly from the winemakers, and to support the local economy (http://bit.ly/2znkARc); 2) pertaining to how survey participants prefer to learn about winery tasting room events, tastings, etc., 53.2% of participants with a basic and/or smartphone would like to receive texts with such messages (http://bit.ly/2znfwfz); and 3) of the 84% of participants who used social media and/or review sites at least once a month, the top five networks and sites they use include Facebook, email, YouTube, Instagram, and Twitter, with 64.5% of active Facebook users indicating that they use the tool to engage with and/or learn about wineries in tasting rooms (http://bit.ly/2znNO1Y). An undergraduate in the honors college conducted an Internet survey to learn about Mid-Atlantic consumers' apple consumption and purchasing decisions. Data were analyzed, served as the basis for her senior thesis, and have been published as two separate articles in the Pennsylvania Fruit News, with one to be published in late 2017.

Publications

  • Type: Other Status: Published Year Published: 2017 Citation: Kelley, K. 2017. an American (wine marketer) in Paris. May 26, 2107. Penn State Wine & Grape U. blogs (http://psuwineandgrapes.wordpress.com).
  • Type: Other Status: Published Year Published: 2017 Citation: Kelley, K. 2017. Taking a good look at wine labels. June 30, 2017. Penn State Wine & Grape U. blogs (http://psuwineandgrapes.wordpress.com).
  • Type: Other Status: Published Year Published: 2017 Citation: Kelley, K., and B. Caniani. 2017. Telling your story: Letting consumers know why your brand is unique. July 21, 2017. Penn State Wine & Grape U. blogs (http://psuwineandgrapes.wordpress.com).
  • Type: Other Status: Published Year Published: 2017 Citation: Kelley, K. 2017. Customer service checkup. September 29, 2017. Penn State Wine & Grape U. blogs (http://psuwineandgrapes.wordpress.com).
  • Type: Other Status: Published Year Published: 2017 Citation: Zelinskie, J. and K. Kelley. 2017. Connecting with wine consumers and tasting room visitors via mobile devices. February 24, 2017. Penn State Wine & Grape U. blogs (http://psuwineandgrapes.wordpress.com).
  • Type: Other Status: Published Year Published: 2017 Citation: Zelinskie, J. and K. Kelley. 2017. What drives Mid-Atlantic wine consumers to visit local winery tasting rooms. January 27, 2017. Penn State Wine & Grape U. blogs (http://psuwineandgrapes.wordpress.com).
  • Type: Other Status: Published Year Published: 2017 Citation: Baugher, N. and K. Kelley. 2017. Consumer preference for fresh apples in the Mid-Atlantic: Introduction to the research. Pennsylvania Fruit News. 97(8): 23-26.
  • Type: Other Status: Awaiting Publication Year Published: 2017 Citation: Baugher, N. and K. Kelley. 2017. Consumer preference for fresh apples in the Mid-Atlantic: Participant interest in locally-grown and certified-organic apples. Pennsylvania Fruit News. 97(9).
  • Type: Journal Articles Status: Published Year Published: 2017 Citation: Govindasamy, R., K. Kelley, and J.E. Simon. 2017. Ethnic greens and herbs. American Society of Farm Managers and Rural Appraisers, pgs. 43  55.
  • Type: Journal Articles Status: Accepted Year Published: 2017 Citation: Govindasamy, R., K.M. Kelley, and S. Arumugam. 2017. Hayride participation in the mid-Atlantic states: A logistic approach. Economic Affairs 62(2):1-7.
  • Type: Other Status: Published Year Published: 2017 Citation: Zelinskie, J. and K. Kelley. 2017. Using social media to engage with customers. March 31, 2017. Penn State Wine & Grape U. blogs (http://psuwineandgrapes.wordpress.com).
  • Type: Other Status: Published Year Published: 2017 Citation: Zelinskie, J. and K. Kelley. 2017. Using social media to engage with customers: Filters and stories. April 21, 2017. Penn State Wine & Grape U. blogs (http://psuwineandgrapes.wordpress.com).


Progress 01/01/16 to 09/30/16

Outputs
Target Audience:Growers, retailers, wineries, small and medium-sized horticutlural businesses Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided? Nothing Reported How have the results been disseminated to communities of interest?Research results have been disseminated to stakeholders at the following venues and industry meetings: School Nutrition Association Annual Conference Annual International Council on Hotel, Restaurant, and Institutional Education National Farm to Cafeteria Conference Long Island Greenhouse and Floriculture Conference NJ Vegetable Growers Meeting Grape Expectations Symposium 2016, Rutgers Cooperative Extension Meeting Eastern winery Exposition National Extension and Research Administrative Officers' Conference American Association of Wine EconomistsAnnual Meeting What do you plan to do during the next reporting period to accomplish the goals?Continue to write Penn State Wine & Grape U. blog posts, present at professional and industry meetings, publish additional podcasts, and explore other ways to educate stakeholders.

Impacts
What was accomplished under these goals? Several research reports and peer-reviewed journal articles were published, along with the delivery of several presentations at industry meetings. In addition, new studies have been implemented to further understand who is the primarily consumer, their attitudes and behaviors towards wine produced from grapes grown in New Jersey, New York, and Pennsylvania. Research was also conducted to better understand opportunities and barriers for farm to school produce sales.

Publications

  • Type: Journal Articles Status: Published Year Published: 2016 Citation: Centenari, M., K. Kelley, B. Hed, A. Miller, and A. Patel-Campillo. 2016. Assessing growers challenges and need to improve wine-grape production in Pennsylvania. Journal of Extension 54(3). http://www.joe.org/joe/2016june/rb6.php.
  • Type: Book Chapters Status: Published Year Published: 2016 Citation: Crassweller, R.M., T.A. Baugher, R.P. Marini, J.R. Schupp, G. Krawczyk, D.J. Biddinger, M. Frazier, J. Hopwood, E. Mader, M. Vaughan, K.A. Peter, B.L. Lehman, M.C. Brittingham, L.F. LaBorde, J.K. Harper, L.F. Kime, M. Sean High, R.H. Pifer, K.M. Kelley, C. Gregory, and C. Jung. 2016-2017 Pennsylvania Tree Fruit Production Guide AGRS-045. 384 pp. Chapter 10: Marketing.
  • Type: Journal Articles Status: Accepted Year Published: 2016 Citation: Sciarappa, W., J. Simon, R. Govindasamy, R. van Vranken, F. Mangan, K. Kelley, G. McAvoy, Q. Wu, D. Byrnes, A. Ayeni, S. Zang, S. Komar, E. Dager, S. Arumugam, P. Nitzsche, W. Reichert, B. Schilling, and C. Park. (Accepted). Asian crop overview: Consumer preference and cultivar growth on the east coast of the United States. HortScience.
  • Type: Journal Articles Status: Submitted Year Published: 2016 Citation: Miller, A., K.M. Kelley, D.M. Gardner, R. Govindasamy, J. Hyde, B. Rickard, and K. Storchmann. Purchasing and consumption behaviors among mid-Atlantic wine consumers. Journal of Extension.
  • Type: Other Status: Submitted Year Published: 2016 Citation: Penn State Wine & Grape U. blogs (http://psuwineandgrapes.wordpress.com).
  • Type: Other Status: Submitted Year Published: 2016 Citation: Zelinskie, J. and K. Kelley. 2016. Mid-Atlantic wine consumer participation in wine trails and wine clubs. September 30, 2016.
  • Type: Other Status: Submitted Year Published: 2016 Citation: Kelley, K. 2016. Take a tour of La Cite du Vin. August 26, 2016.
  • Type: Other Status: Submitted Year Published: 2016 Citation: Zelinskie, J. and K. Kelley. 2016. Wine tourism and the Mid-Atlantic wine consumers interest in tasting room activities. July 29, 2016.
  • Type: Other Status: Submitted Year Published: 2016 Citation: Kelley, K. 2016. Offering tasting room visitors an experience. June 24, 2016.
  • Type: Other Status: Submitted Year Published: 2016 Citation: Zelinskie, J. and K. Kelley. 2016. Factors that impact Mid-Atlantic wine consumer purchasing decisions. June 17, 2016.
  • Type: Other Status: Submitted Year Published: 2016 Citation: Kelley, K. and J. Zelinskie. 2016. Talkin bout my (wine consuming) generation. May 27, 2016.
  • Type: Other Status: Submitted Year Published: 2016 Citation: Kelley, K. 2016. Social media analytics, Part 2. 22 April 2016.
  • Type: Other Status: Submitted Year Published: 2016 Citation: Kelley, K. 2016. Social media analytics, Part 1. 1 April 2016.
  • Type: Other Status: Submitted Year Published: 2016 Citation: Kelley, K. 2016. Social media strategies for winery tasting rooms. 26 February 2016.
  • Type: Other Status: Submitted Year Published: 2016 Citation: Zelinskie, J. and K. Kelley. 2016 Consumer Behaviors and Attitudes Towards Wine Purchasing and Marketing Specific to New Jersey, New York, and Pennsylvania. Demographics of Super Core, Core, and Marginal Survey Participants. 19 February 2016.
  • Type: Other Status: Submitted Year Published: 2016 Citation: Kelley, K. 2016. Tasting room odds and ends. 29 January 2016.
  • Type: Other Status: Submitted Year Published: 2016 Citation: Kelley, K. 2015. Customer survey opportunity for wineries. 18 December 2015.