ASHS 2025 Conference

A forum for discussion of potential collaborations with regards to international horticulture – i.e. International issues and networking, international consultants, international horticulture groups, etc.

Soil-biodegradable plastic mulches (BDMs) are an alternative to non-biodegradable plastic mulch films. BDMs reduce agricultural plastic waste generation while maintaining many of the horticultural benefits of traditional mulch film. Yet, many farmers are reluctant to adopt BDMs. Previous research suggests that this hesitancy stems, in part, from farmers’ belief that consumers may be concerned about the unsightly plastic fragments left behind as BDMs biodegrade. Some farmers fear these remnants could be viewed by consumers as indicative of “bad farming” practices. However, consumers’ actual perceptions have not been evaluated. The objective of this research was to explore consumers’ perceptions of BDM fragments in farm fields. A rapid market assessment (RMA) paired with exploratory interviews were conducted with consumers at a farmer’s market in Northwest Washington State in Winter 2024. Of the 50 people who completed the farmers’ market RMA, 51% and 14% disagreed or strongly disagreed, respectively, that growing produce is associated with plastic use. Moreover, approximately 80% of the respondents indicated they did not think plastic use was essential to modern agriculture. Most respondents agreed (51%) or strongly agreed (12%) that farm visual cleanliness is important and influences their willingness to support a farm with their business. All respondents (100%) did not like seeing plastic waste on farms. Nearly all (96%) expressed a preference for biodegradable alternatives to non-biodegradable agricultural plastics, which is noteworthy given that 66% of consumers had prior experience or knowledge of biodegradable plastics. These findings, along with the exploratory interview results, suggest that consumers are more accepting of soil-biodegradable plastic scraps in farm fields, especially when they are aware the material is biodegradable and used as an eco-friendly alternative to non-biodegradable plastics.

The rapid increase in the global population has led to a decline in land availability for agricultural production, resulting in food insecurity and exacerbating environmental challenges such as soil degradation, deforestation, and biodiversity loss. In-ground farming faces growing challenges, including declining soil fertility, water scarcity, and vulnerability to climate change, along with issues like soil erosion, nutrient depletion, and heavy reliance on chemical inputs. In response, hydroponics has emerged as a sustainable alternative, enabling year-round production, efficient resource utilization, and cultivation in non-arable areas. This study compares the growth performance, fruit quality and production costs of tomato grown hydroponically and in a in-ground system. For the inground system, there is a total of 20 tomato plants per plot, each of size 10 × 10ft, with three replications arranged in a completely randomized design. For hydroponic system, 30 tomato plants will be grown on bags filled with three different substrates (coconut coir, perlite, and pro mix), and bags were randomly placed inside one tunnel of size 32ft × 8ft, with three replications. Two indeterminate tomato varieties Early Girl Hybrid and Fourth of July Hybrid will be grown one after another using open drip hydroponic system and in in-ground system. Throughout the experiment, morphological traits such as plant height, leaf number, leaf area, relative chlorophyll content, fresh and dry biomass, stem diameter, and overall plant yield will be evaluated. Phytochemical parameters including total soluble solids, titratable acidity, lycopene content, phenolic compounds, and vitamin C levels will be assessed, economic parameters such as cost of labor, input supplies and net profit will be analyzed, and consumers acceptance testing by sensory analysis will be performed. This research aims to provide insights into the economic and agronomic viability of hydroponics compared to in-ground production. It is hypothesized that hydroponically grown tomatoes will exhibit comparable or superior nutritional quality while offering advantages such as higher yields, uniform fruit size, economically and sustainable sound production. The findings will support stakeholders in selecting optimal cultivation systems to enhance food production efficiency in response to global agricultural challenges.

Hydroponic farming has gained increasing attention as a sustainable alternative to conventional soil-based agriculture, offering efficient resource utilization and enhanced crop production. This study evaluates the agronomic performance, economic viability, and market acceptance of hydroponic versus traditional in-ground cultivation for salad greens and cruciferous vegetables. The research examines key factors including crop yield, nutrient uptake efficiency, water consumption, production costs, and consumer preferences. Growth parameters such as biomass accumulation, nutrient absorption rates, and plant health indicators were assessed to compare the effectiveness of each system. Economic analysis includes production expenditures, labor requirements, and potential profitability, while market acceptance is evaluated through consumer surveys and purchasing trends. Results indicate that hydroponic systems demonstrate advantages in resource efficiency, faster growth rates, and potential for year-round production, making them a viable option for beginning and limited-resource farmers. However, challenges such as initial investment costs and market adaptation remain significant barriers to widespread adoption. Consumer perception studies reveal varying levels of acceptance based on factors such as taste, texture, and sustainability awareness. This research provides crucial insights into optimizing hydroponic farming strategies to enhance productivity, economic sustainability, and consumer engagement. Findings contribute to the broader discourse on sustainable agriculture, addressing the challenges faced by emerging farmers and exploring innovative solutions for improving food security and environmental stewardship. The study underscores the importance of integrating market-driven approaches with technological advancements to support the transition towards efficient and economically viable hydroponic production systems.

The consumer demand has largely promoted organic strawberry production in the U.S. over the past two decades. The farm gate value of organic strawberries increased from $80 million in 2008 to $300 million in 2019, and organic strawberries accounted for about 25% of the 2022 U.S. strawberry sales. While Florida represents a smaller share than California, its organic acreage grew from less than 20 acres in 2008 to over 600 acres in 2019. Recent advances in agricultural technology have played an important role in improving strawberry yields and quality. The tabletop hydroponic system is among the new systems introduced to strawberry production with the aim of reducing labor requirements, enhancing input efficiency, and improving disease, pest, and weed management. However, no study has examined its impact on strawberry fruit regarding sensory attributes and consumer attitudes toward such a system for organic and conventional strawberry production. This study was conducted to assess consumers’ willingness to pay (WTP) for conventional and organic strawberries harvested from the tabletop hydroponic system under two scenarios, i.e., based on the blind sensory evaluation vs. after revealing the production method information (organic or conventional and tabletop hydroponic system). The consumer sensory evaluation was conducted at the University of Florida campus, with 61 participants. Participants first blind tasted four strawberry samples, including two organically grown and the other two conventionally produced, all from a tabletop growing system established for an on-farm trial. They evaluated sensory attributes using a just-about-right (JAR) scale and a hedonic scale, and reported their WTP before and after tasting the strawberry samples. Subsequently, participants were informed about organic and tabletop production methods used to produce the strawberries and asked to re-evaluate their WTP. Results indicate that consumers had a higher WTP for organic strawberries than their conventional counterparts, both before and after tasting. After being informed about which samples were organic, 28% of participants reported no additional WTP, 47% were willing to pay up to $1 more, and 22% were willing to pay $1 to $2 more, with an average premium of $0.79. These findings remained consistent after controlling for sensory attributes and demographics. When knowing the berries were produced in a tabletop system, the average WTP for organic strawberries increased by $0.73, while it increased by $0.56 for conventional strawberries. In addition, participants tended to associate organic strawberry samples with higher sensory evaluation scores and link lower sensory scores to conventional strawberry samples.

This research investigates consumer perceptions and attitudes towards disease-resistant wine varieties, focusing on labeling, communication strategies, and barriers to adoption. Utilizing qualitative data from 500 participants, the study identifies key motivations for wine purchasing using the combination of latent Dirichlet allocation and thematic analysis. The findings reveal that consumers generally welcome the concept of disease-resistant wines, yet express concerns about terminology and the potential impact on wine quality. Effective communication strategies, emphasizing positive attributes and transparent information on labels, are crucial for fostering consumer trust. Additionally, barriers such as choice overload and fear of unfamiliar products highlight the need for targeted marketing initiatives. This study provides valuable insights for marketers in the wine industry, facilitating the introduction of sustainable wine varieties in a competitive marketplace.

Despite an increase in asparagus production in Michigan, which has surpassed California since 2015, national production has declined by 75% since 2000, while imports have surged from 159 million pounds to 580 million pounds. This shift has placed increasing pressure on domestic production, with Michigan growers facing challenges from high labor costs and import competition. By 2022, only 6% of the fresh asparagus supply in the U.S. came from domestic production, with imports accounting for the remaining 94%. As a result, Michigan's asparagus growers are vulnerable to price fluctuations caused by import competition, compounded by a very short six-week harvest season. Consumer demand remains high after the harvest season, driving market prices up by as much as 28% post-harvest, yet growers are unable to capitalize on this price increase. To address these challenges, this study explores the potential of extending the storage life of asparagus, particularly through controlled-atmosphere (CA) storage. This method could help mitigate the impact of price fluctuations on growers' revenues by enabling producers to allocate surplus produce to the market based on demand, while reducing produce losses. A comprehensive bioeconomic model was developed to simulate the economic impact of extending storage. This model integrates yield capacity and annual average costs per acre for Michigan growers, with data derived from interviews and focus groups with local asparagus producers. The model analyzes production costs and yield capacities over a 14-year lifecycle, with peak yields of 5,500 pounds per acre occurring between years 5 and 12. Despite high initial costs, positive net returns are anticipated from years 4 through 12 of the production cycle. The study evaluates four scenarios with varying post-harvest storage durations (i.e., immediate marketing, one-week storage, two-week storage, and three-week storage) and demonstrates that extending storage can capitalize on post-season price increases, thereby enhancing annual revenue, particularly during peak harvesting years. The results suggest that Michigan growers can improve profitability by adopting CA storage for two weeks, aligning storage strategies with market price fluctuations to optimize revenue.

Jumping worms (Amynthas spp.), an emergent invasive species native to East-central Asia, threaten the health of temperate ecosystems and the vitality of the plant production industry in the United States. Aptly named due to their characteristic and distinctive ability to thrash, these invasive annelids contribute substantial alterations to soil structure, texture, and nutrient dynamics in temperate forests and with potted plants. Their impact on the physical and chemical properties of native soils result in plant health decline and lead to biodiversity loss of flora and fauna. An unintentional, yet predominant, vector of the spread of jumping worms throughout the U.S. is through horticultural materials such as mulch, potting media, compost, and potted plants. While controlling the spread of these invasive worms is a forefront goal of producers and regulatory authorities in the green industry, there is surprisingly little knowledge about consumer awareness of the worms and their willingness to purchase horticultural products infested with, or treated for, jumping worms, which may help inform green industry production management. The objectives of this study were to examine how purchasing decisions are impacted by consumer awareness and jumping worm treatment information. To achieve this, an online survey was conducted with a diverse sample of consumers in the U.S. to gauge their awareness and knowledge of jumping worms, gardening habits, and demographic information. How jumping worm treatment impacts consumers' value for potted plants in different US regions are also explored. The results revealed a notable decrease in willingness to buy and value for untreated potted plants after participants were informed about the negative effects of jumping worms. Further, consumer willingness to buy treated potted plants increased when participants were informed about potential jumping worm treatment options. The findings highlight the influence of consumer education and transparent communication from plant producers and retailers in shaping consumer decisions regarding potted plant purchases. The results of consumer valuation of treated plants have important implications for pricing strategies of jumping worm treated potted plants. These insights are essential for formulating effective communication and treatment strategies to mitigate the impact of jumping worms on ecosystems and the green industry.

Native plants are defined as species present in North America before European settlement which have coevolved with local flora and fauna. Demand and popularity of native plants in landscaping have increased in the U.S. partially due to a rise in awareness of their ecological benefits. Various factors such as income, education, native labeling, and perceptions of wildlife welfare have been linked to consumer willingness to pay (WTP) for native plants. However, fewer studies have explored how different types of wildlife influence these preferences. In this study, we conducted an online survey of 2,011 U.S. consumers. Mixed logit models were used to estimate willingness-to-pay for different wildlife benefits and customer segments were identified using Latent Class Analysis (LCA). Overall, consumers were generally willing to pay a premium for native plants over exotic species, particularly when the plants attracted birds or pollinators. In contrast, plants associated with deer or offering no wildlife benefit required a discount to be considered. Four customer classes were identified with varying levels of interest in attracting songbirds, pollinators and deer. Marketing implications will be discussed based on class membership.

As sustainable agricultural practices become increasingly important, the use of supplemental lighting technologies—particularly light-emitting diodes (LEDs)—is gaining momentum in greenhouse and indoor farming systems. While LEDs offer advantages in terms of energy efficiency and plant growth potential, consumer perceptions of crops grown under artificial lighting remain uncertain. This study explores how consumers respond to vegetables—specifically lettuce and bell peppers—produced using different lighting sources, including LED, high-pressure sodium (HPS), and natural sunlight, along with other product attributes such as production origin, organic certification, price, and point of purchase. A nationwide online survey was conducted to assess consumer awareness, preferences, and willingness to pay for produce grown under various lighting and production conditions. Participants were randomly assigned to different informational treatments that presented either positive, negative, or no information about LED lighting. A choice experiment was used to simulate real-world purchasing scenarios, allowing researchers to examine how these informational messages influenced consumer decision-making. The findings indicate that both production methods and the way information is communicated can significantly impact consumer preferences. Lighting source, in particular, emerged as a key factor, but its influence varied depending on the context in which it was presented. These insights underscore the need for thoughtful messaging and education strategies when introducing new agricultural technologies to the market. Understanding consumer attitudes toward lighting and other production attributes is essential for supporting the broader adoption of sustainable practices in modern food systems.

As the human population grows in number and in urban locations, global food production will need scale to demand while concurrently minimizing its environmental impact. One possible answer for sustainably meeting future food demand is the adoption of controlled environment agriculture (CEA) systems. CEA includes indoor, greenhouse, and other types of growing systems that allow for the control of light intensity and duration, temperature, and humidity. As a horticultural approach, CEA has the ability to reduce water use by 95% while occupying 90% less land than traditional field agriculture. CEA also improves growers’ control over crop quality, which contributes to premium prices, while improving yield and reducing waste. Despite this promise, the emergent CEA industry faces a critical challenge: achieving economic feasibility while improving its systemic environmental sustainability; a problem underscored by the energy-intensive nature of the controlled environment. Our study integrates production efficiency with economic and environmental evaluation using a combination of a bioeconomic modeling approach followed by a strategic profitability analysis as well as a life cycle analysis (LCA). A case study was used to develop the spatiotemporal model, integrating three modules: production, labor and economic performance. The model employs a mathematical framework to represent interactions between biological systems, technological settings, and the economic systems that exploit them, which allow for the identification of relationships and production patterns amongst variables. The model’s economic output was then evaluated using the DuPont equations: measures of asset turnover (return on assets [ROA]), leverage (return on equity [ROE]), and profitability (net income/sales). These key performance indicators framed our analysis of the sample farm’s financial health. Finally, the LCA evaluated the farm's externalities across environmental impact multiple categories. The LCA evaluates CEA’s built environment as well as production resource use. The analysis focused on 4 different varieties: romaine, pak choi, red radish and basil. Results show that economically, labor is the most significant operating expense (41%) and environmentally, the crop production stage is the most significant contributor environmentally (due to lighting and HVAC energy use). These results conclude that deployment of automation could improve the financial viability of CEA farms; while investing in energy efficient lighting could reduce CEA’s environmental impact.