What Attributes Are Consumers Looking for in Sweet Cherries? Evidence from Choice Experiments

(ProQuest: ... denotes formulae omitted.)Sweet cherries have increased in popularity over the past decade because of their reported health benefits for consumers and the relatively high price premiums suppliers can charge (Kahlke et al. 2009). Although Europe has been the main producing center of them for centuries, the United States has become the world's second largest producer, accounting for more than 10 percent of world production in recent years (Economic Research Service (ERS) 2011). The United States is the world's largest exporter of sweet cherries and grows more than 20 percent of the cherries traded (ERS 2011). The level of U.S. domestic production is projected to be nearly 50 percent greater in 2020 than in 2011 (Long 2013). As shown in Figure 1, U.S. annual per-capita consumption of fresh sweet cherries has increased 150 percent since 1998 with an annual per-capita consumption of 1.31 pounds in 2010 (ERS 2011). The figure also shows the 36 percent decline in consumption of processed sweet cherries over the same period. The retail price of fresh sweet cherries steadily increased between 2009 and 2013, rising from $3.25 per pound to $4.55 per pound after accounting for inflation (ERS 2013). Despite the increase in real prices, consumption of fresh cherries is expected to continue to grow at a steady pace.Many studies have investigated the value consumers place on fruit-quality traits and the price premiums they are willing to pay for improved traits for various fruits. Gallardo, Kupferman, and Colonna (2011) employed choice experiments and sensory tests to analyze consumers' willingness to pay (WTP) for quality attributes of Anjou pears. They found that consumers were less willing to pay for firm pears and would pay a premium for pears that had higher soluble solid concentrations (SSCs)-were riper. Shi, Gao, and House (2013) explored consumer preferences for the method of production, origin of production, and form of the fruit (frozen versus fresh) for blueberries. They found that locally produced blueberries were preferred and that less than 50 percent of the participants were willing to pay positive premiums for organic blueberries. Zhang et al. (2010) conducted a sensory experiment to analyze consumers' WTP for different levels of ethylene applied to Anjou pears. They found that consumers were willing to pay 8.5 cents, 3.7 cents, and 5.7 cents more per pound for an additional unit of firmness, juiciness, and sweetness respectively. Carrillo-Rodriguez et al. (2013) explored consumer preferences for quality traits in apples using sensory tasting tests and experimental auctions. Their results showed that the value consumers placed on the quality traits depended on the information they were given. For example, consumers were willing to pay the highest premium for size and color when they received information on the apples' appearance and for sweetness and crispness when they were provided information on the results of the sensory taste test.In addition, some studies have focused specifically on consumer preferences or WTP for attributes of sweet cherries. Miller, Casavant, and Buteau (1996) found that Japanese consumer purchases of sweet cherries were positively correlated with attributes of taste, freshness, color, and shape/size. Guyer et al. (1993) concluded that sweetness, flavor, and firmness were positively correlated with overall acceptability for consumers in Michigan. A study of Norwegian consumers by Lyngstad and Sekse (1995) showed that consumers preferred dark cherries and large cherries. Kappel, Fisher-Fleming, and Hogue (1996) in a study of Canadian consumers of sweet cherries found that the optimal size was 29 millimeters in diameter, the minimum SSC was 1719 percent, and the optimum acidity was a pH of 3.8. Another study of Canadian consumers by Cliff et al. (1996) reported that acceptability was positively correlated with color, size, flavor intensity, and sweetness. Crisosto, Crisosto, and Metheney (2003) examined acceptance of sweet cherries by California consumers and found that it was positively influenced by greater SSCs, lower titratable acidity (TA), a higher SSC/TA ratio, and darker skin color. …