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A Wisconsin Perspective Participating Organizations Volume 8 Issue 2 A Wisconsin Perspective Participating Organizations Wisconsin Apple Wisconsin Berry Growers Association Growers Association A Wisconsin Perspective 3 New Recommendations for Marketing Local Produce in Wisconsin Visit us online at Visit us online at 19 Update on Brown Marmorated Stink Bug waga.org wiberries.org 21 Streptomycin and the Apple Microbiome 23 Members in the News 24 Grape Grower Survey Results 28 Is Aronia Susceptible to Spotted Wing Drosophila 30 Buy/Sell Ads Wisconsin Fresh Wisconsin Grape 31 News Briefs Market Vegetable Growers Association Growers Association Fresh and Dried Table Grapes in Wisconsin See page 6 Wisconsin Pollinators Visit us online at Visit us online at See page 9 wisconsinfresh wigrapes.org produce.org Deceptive Symptoms of Cucurbit Downy Mildew Wisconsin Winery See page 13 Association Maximizing Wine Flavor in FRESH the Vineyard and Winery 211 Canal Road See page 16 Waterloo, WI 53594 920.478.4277 fresh: Visit us online at Anna Maenner, Editor wiswine.org Reindl Printing Inc. - Design & Layout The views and opinions expressed in fresh are those of the respective authors and not necessarily those of the Editor, contributing organizations, their Board of Directors or individual members. 2 | A Wisconsin Perspective New Recommendations for Marketing Local Produce in Wisconsin BY LAURA WITZLING, DEPARTMENT OF LIFE SCIENCES COMMUNICATION, UNIVERSITY OF WISCONSIN-MADISON BRET SHAW, DEPARTMENT OF LIFE SCIENCES COMMUNICATION, UNIVERSITY OF WISCONSIN-MADISON AND UNIVERSITY OF WISCONSIN-EXTENSION DAVID TRECHTER, DEPARTMENT OF AGRICULTURAL ECONOMICS, UNIVERSITY OF WISCONSIN-RIVER FALLS AND UNIVERSITY OF WISCONSIN-EXTENSION esearch from the University consumers think the benefits of local one-hour drive) from them was also of Wisconsin-Extension produce are? To answer these questions, local. But with 100 miles, agreement Roffers new strategies for direct the researchers (based at UW-Madison dropped to 56% (younger age groups market farmers to try this spring. The and UW-River Falls) conducted a were more accepting of this definition, strategies aren’t related to growing statewide survey of a random sample of however). Additionally, consumers crops, though—the research was about Wisconsin households in the summer do not consider food from Michigan, marketing local food to Wisconsin of 20151. The survey was administered Illinois, Iowa, or Minnesota to be local. customers. This article details some through the UW-River Falls Survey Even when examining only responses of the key findings and offers some Research Center. from consumers in a particular practical marketing recommendations region of Wisconsin near one of those One of the findings from the study based on the survey results. Some of neighboring states, this holds true. The is about the definition of “local.” the questions examined were: How exception is Northwest Wisconsin, Produce being grown in “Wisconsin” do Wisconsin consumers define local where more than half the sample did was a universally popular definition food? Will they pay a premium for local agree food from Minnesota is local. of local. Most consumers also agreed produce? Does buying local food differ Therefore, one recommendation that food grown within 50 miles (or a based on political affiliation? What do for farmers selling local produce is 2016 Volume 8 Issue 2 | 3 Key Findings & Marketing Recommendations Most consumers will pay • Emphasize the word “Wisconsin” on signs and a premium for Wisconsin packaging as this is the most commonly agreed produce. upon definition of “local food” 4% 6% • The most universal messages about local produce are that it is fresher, tastier, and helps local farmers more • The words “chemical free” might resonate with 29% a wider base of consumers than “organic” 61% • Conservative, moderate, and liberal shoppers all buy the same amount of local produce, buy the same amount of local non-produce items, and visit farmers’ markets with equal frequency • Most consumers will pay a premium for Pay more Pay the same local produce Pay less No response Popularity of venues for buying local food direct to emphasize the word “Wisconsin” on signs and • Farmers’ market: 33% buy food here packaging given this is the most commonly agreed “sometimes,” with 15% of the sample doing upon definition. so “often” or “always” A second recommendation based on the data is that • Roadside stand: 25% buy food here the most universal messages about local produce “sometimes,” with 6% doing so “often” appear to be that it is fresher, tastier, and helps or “always” local farmers more. Those benefits of local produce • Community supported agriculture: 6% said were rated highest. That is great news for local, as that they, or someone in their household, has a respondents also rated the most important attributes share. The size of the share (or splitting shares for produce purchasing in general to be that the between households) was not taken produce is fresh and tasty. There was less agreement into account about other benefits of local, such as that it is safer, healthier, or better for the environment. When it comes to political ideology, liberals tended to see more benefits to local produce. But, despite some differences in such attitudes, the data revealed that conservatives, liberals, and moderates buy the same amounts of local produce and other local products (such as meat or dairy) and visit farmers’ markets as frequently as each other, suggesting that buying local food is not an ideological issue. An additional finding about messages was that being grown in Wisconsin was rated as more important than being “grown without chemicals,” which was 4 | A Wisconsin Perspective rated as more important than “organic Another way to think about the they buy less local produce). While certification.” While this doesn’t mean survey data is to examine particular this is encouraging news, would even farmers with organic certification consumer segments. One group more consumers be inclined to pay a should not advertise that fact, it does farmers have expressed interest in is premium given the right marketing suggest that emphasizing the words families. Responses of people with messages? “chemical free” might resonate with children in their home reported more Indeed, the researchers hope to test a wider base of consumers. It might supportive attitudes when it comes specific marketing messages in future be that some consumers do not know to local food on some points (e.g., work. They also hope to hear from what organic certification means, or that local produce reduces pollution farmers interested in trying out the that “chemicals” is a more impactful and helps farmers more) and more recommendations. With market word. And for an important segment willingness to pay a premium for season on the horizon, it’s the perfect of customers, frequent farmers’ market local, but they actually reported time to tell customers how fresh and shoppers, produce being grown buying slightly less local produce. tasty Wisconsin produce is. without chemicals was a relatively A reason for this may be that they more important attribute. feel more challenged when it comes The project was funded through a to local—they said they had less UW-Consortium for Extension and Another major finding was that knowledge about local food and rated Research in Agriculture and Natural the belief that others buy local local produce as more expensive and Resources grant. A four-page brief produce was strongly associated time-consuming to buy. A notable about the project is available, as is a with purchasing local produce, more communication difference for the longer, more detailed report. These so than believing local produce has group with children was that they pay will be available online this spring, benefits over non-local produce. less attention to information about but in the meantime, farmers are Developing means to support this food in the news, but more attention encouraged to email Laura Witzling belief, via social media, word of to information about food in for a PDF. Her email address is mouth, or other strategies, could be social media. [email protected]. critical to expanding sales of local produce. However, the data showed One last notable finding was that 1 Responses from people who do not do at least half of that most shoppers do not currently over half the sample said they would the food shopping for their homes were filtered out, talk much about local food with pay a premium for local produce. leaving 642 questionnaires to examine. The sample was checked to see if it aligned well with the adult others. Over 80% of the sample said The survey question used potatoes as population of Wisconsin. In general, the sample they never or rarely (i.e., a few times an example, and of the people who matched well. The sample did trend older, however. Additionally, this sample size is sufficient given the per year) talk about local food with would pay a premium, on average number of adults in Wisconsin. The Pew Research family, talk about local food with they would pay $1 more for Wisconsin Center, for example, typically polls about 1,500 for the nation. They offer a good explanation of friends, write about local food on potatoes than USA potatoes. Younger polling and sample sizes, available here: http://www. social media, or mention local food consumers reported willingness pewresearch.org/methodology/u-s-survey-research/ sampling/ in an email. to pay more of a premium (though ANNOUNCING 2017 WISCONSIN FRESH FRUIT & VEGETABLE CONFERENCE WISCONSIN DELLS January 22 - 24, 2017 2016 Volume 8 Issue 2 | 5 SUR la TABLE: Fresh and Dried Table Grapes in Wisconsin BY JEAN RIESTERER-LOPER, SARA PATTERSON AND AMAYA ATUCHA eedless table grapes, also known producing seedless table grapes in any other breeders have also promoted as eating or dessert grapes, are temperate climate has been the ability several of the varieties that were Sbecoming more than a backyard of the vines to survive the harsh winter developed by Elmer Swenson of Osceola hobby in Wisconsin as growers seek temperatures of northern regions, WI, from hybrids of wild Wisconsin to expand their fresh-market crop as well as spring frosts.
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