ISHS Acta Horticulturae 318: II International Symposium on Specialty and Exotic Vegetable Crops
PRODUCE PSYCHOGRAPHICS |
| Author: | Leo J. Zanoni |
| Abstract:
One of the few constraints in the produce business is change. Big changes and little changes. Legislation, regulations, growing seasons and product supplies are just the beginning of what is encountered as we work to supply quality produce for consumers. Change needs to be considered a part of the overall business. In the seed business, as elsewhere, forecasting, creating or reacting to change requires a team effort. Forecasting must be used to identify opportunities/markets and develop the products to fill the demand. Despite an accurate forecast, prodding is sometimes necessary to create, or move the market in the desired direction. If current markets don't match the forecast, quick reaction is required to stay in business. Two agents of change, one that started the day after the industry began, and one a fairly recent development deserve close scrutiny. Researchers started improving fruit and vegetable species the day after the first produce was sold. Improved breeding technology has always been part of the change process, and it continues to influence the fresh, fresh processed and processor vegetable businesses in Florida and throughout the world. Biotechnology is the latest example of improved breeding technology. The benefits can be fantastic, but barriers including the regulatory environment, patent law and uncharted consumer response still remain to be negotiated. Biotransformed produce is a reality, and one of the existing Asgrow developments that can have a market impact is multiple virus resistance in cucurbit species. Future applications of biotechnology in improving flavor and nutrition also will receive attention. Produce merchandizing is also involved in the change process. Asgrow considers produce merchandizing to be a technique that allows us to forge relationships within the fresh produce food chain to accelerate awareness, interest and evaluation of our seed products. Activities are considered when products can demonstrate advantages in areas such as flavor, nutrition, fresh produce processing, shelf life and shipability. Produce merchandizing programs have been undertaken to accelerate industry and consumer acceptance of changes in cantaloupe shape and netting, seedless watermelon and sh2 sweet corn. | |
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