1. Comparing the importance of fruit traits to different stakeholders: preliminary socio- economics survey results Karina Gallardo, Washington State University Chengyan Yue, University of Minnesota Vicki McCracken, Washington State University Jim Luby, University of Minnesota Jim McFerson, Washington Tree Fruit Research Commission Alicia Rihn, University of Minnesota Dinkar Kuchibhotla, Washington State University

2. Background: Socio-Economics Team Goals Superior new cultivars can improve profitability and sustainability of U.S. Rosaceae crop industries Rosaceae breeders have little empirical basis to assign relative importance to traits in new cultivars Selection targets for new cultivars Based on breeders viewpoints Influenced by industry and market forces, but not transparently so

3. Socio-Economics Team Goal Determine what each supply chain sector values: breeders producers/processors market intermediaries consumers Use this information to develop new cultivars that will be more quickly accepted and have enhanced commercial impact Help accelerate and increase efficiency of cultivar development and adoption by identifying valuable breeding trait targets

4. Socio-Economics Team will determine trait values Breeder survey 2010 Producer survey Fall 2011/ Winter 2012 Market Intermediary survey Spring 2011 Household data analysis 2010; consumer survey 2012 What trait is my next breeding target? We like disease resistant apple trees! I like tasty strawberries! We like firm tart cherries that pit well! Processors

5. TurningPoint surveys scheduled at 14 winter meetings nationwide (7 conducted and analyzed; 10 total conducted) Quantify grower preferences Analyze respondent demographics What traits are most important to producers? What traits are least important to producers? What factors influence new cultivar adoption? Tell Us What You Want

6. Grower Clicker Survey Locations What fruit traits are important to you?

7. The next slides summarize survey data Most important traits Least important traits Crops Tart cherry Sweet cherry Strawberry Fresh apple Processing peach Supply chain sectors Breeders Growers Packers/Shippers/Processors

8. Tart Cherry Traits Producers Breeders Market Intermediaries Market Intermediaries %

9. Sweet Cherry Traits Producers Breeders Market Intermediaries %

10. Strawberry MOST Important Traits California Producers Market Intermediaries Breeders Michigan Producers %

11. Strawberry LEAST Important Traits California Producers Michigan Producers Market Intermediaries %

12. Apple MOST Important Traits Breeders Market Intermediaries Michigan Producers Washington Producers %

13. Apple LEAST Important Traits Washington Producers Michigan Producers Market Intermediaries %

14. Processing Peach Traits Breeders California Producers Market Intermediaries %

15. CropTrait Jewel in the Genome Most Important Trait for BreederProducer Packer/ Shipper/ Processor Tart cherryFirmnessNoYes Fruit colorYesNo Internal colorYesNo SizeYesNo Sweet cherryFruit sizeYes Self fertilityYes No Fruit skin color Yes No Internal colorYesNo Summary

16. CropTrait Jewel in the Genome Most Important Trait for BreederProducer Packer/ Shipper/ Processor StrawberryFruit flavorYes Fresh appleFruit flavorYes External colorYesNo Yes Storage lifeYesNo Processed peach FlavorYes NoYes SweetnessYes NoYes TextureYesNo Summary (cont.)

17. RosBREED will develop Marker-Assisted Breeding capability for traits with high economic values (our Jewels) Marker-assisted breeding in application

18. Preliminary data has identified opportunities and challenges Stakeholders agree and disagree on the importance of certain traits Consensus on traits – Fruit size in sweet cherries – Flavor in strawberries and apples Lack of consensus on other traits – Exterior color in apple and strawberry – Flavor in processing peach – Self-fertility in sweet cherry Some jewels may be rocks! Conclusions

19. Preliminary data More survey information has been and will be collected Winter meeting TurningPoint surveys Mail-in grower surveys Much more analysis will be required – from an S-E, genomics and breeding perspective Systematic socio-economic approach Unique approach in crop plants & scientific literature Crop trait value Factors influencing decisions to adopt new cultivars Integral to RosBREEDs goal Help accelerate and increase efficiency of cultivar adoption by identifying breeding targets of value to supply chain stakeholders.

20. Acknowledgements This project is supported by the Specialty Crops Research Initiative of USDAs National Institute of Food and Agriculture

21. Questions?