Final report for WRGR22-003
Project Information
As agriculture continues to develop in the market, it becomes more recognized as more than just farming. Aside from production activities such as growing crops, it also involves processing and marketing activities such as safe handling of agricultural products and transforming them into value-added products. According to Marketing Resource Center (2020), value-added products are transformed from raw agricultural products. Like every other country, Guam experienced interruptions in the food supply chain due to the COVID-19 pandemic, emphasizing the importance of locally produced foods regarding food security and sustainability. This involves utilizing locally grown products to produce viable value-added products, which can target market expansion and open up opportunities for more income and potential export opportunities for Guam.
In the past few years, Guam has experienced tremendous growth in dragon fruit production, a high-value crop, by subsistence and commercial farmers. This project seeks to develop a dragon fruit association that will assist dragon fruit growers in producing, marketing, or selling their products. It also aims to educate safe handling methods aligned with Good Agricultural Practices (GAP) and food preservation. Research on market development will create marketing strategies tailored to Guam’s consumer demand for agricultural products and value-added products. Furthermore, this project can provide the capacity to access adequate food for subsistence in times of emergencies and promote sustainable viability for the agricultural community.
Objective 1: Develop and expand agricultural marketing channels.
To enhance the knowledge and sharpen the skills of local producers, farmers will be acquainted with key model strategies for (1) understanding the marketplace and customer needs, (2) designing a value-driven marketing strategy, (3) constructing an integrated marketing program, (4) engaging customers and developing customer loyalty, and (5) generating profits and establishing a strong corporate presence (Armstrong & Kotler, 2016).
Objective 2: A greater presence for value-added production and local food systems.
Developing a reputation for quality and extending the sales and distribution network for entrepreneurship, an association for Dragon-Fruit Farmers will be inaugurated to promote its advantages of nutritional quality, sensory attributes, and storage stability, upon which value-added products, such as dragon fruit jelly, can be derived for easy storage and transportation.
Objective 3: Position local marketing with good agricultural, handling, and labeling practices.
Incorporating farm-business practices into marketing techniques involves handling the product, communicating between farmer-and-consumers, and crop diversity or specialization. Partnering with different organizations, discussions will include harvest and post-harvest handling, quality, service, and payment methods critical to production consistency and supply (Hall, 2002).
Objective 4: Market food processes and techniques to producers to expand consumer choices, foster food system stabilization, and extend the availability of seasonal produce.
Information placement will facilitate potential in marketable options for food processing and the impact on local food systems. This is an interlinking extension on the prior project objective (SW09-067) to market several advantages, including food safety, preserved nutritional value, consumer convenience and economies of scale, and diversity in seasonal availability (Van Boekel et. al, 2010, pp. 1217, para 2).
Located in the Western Pacific Ocean in the center of the Asia-Pacific region, the island of Guam has always been reliant on the import of commodities. Imported products include foods such as fruits, vegetables, and pastries. Unfortunately, for many years, the island’s import of foods and non-alcoholic beverages exceeds its exports, indicating a trade deficit in this specific commodity group. The agricultural industry in Guam has faced many adversities such as lack of natural resources, inclement weather such as typhoons, and the COVID-19 pandemic from which Guam’s farmers and farm workers remain resilient. However, another challenge that the industry faces is a lack of resources and support to strengthen the island’s agricultural marketing. This project explores potential opportunities to assist in Guam’s agriculture marketing development. This will offer many benefits to local producers on the island, such as strengthening the island’s food safety, expanding food preservation through value-added products, and the opportunity to earn more profits, which were identified as areas warranting additional studies in a previously completed Western SARE project (SW09-067) (Barber et al., 2012). It assisted in exploring market channels for Guam’s tourists for locally produced foods and developing the Guam Farmer Chef initiative that assisted in strengthening the diversity of enterprises for the island.
This study is connected to the previous project (SW09-067) aiming to improve Guam’s agricultural marketing by offering educational workshops that will (1) help prepare local producers for certifications in areas such as food labeling, (2) offer workshops that acquaint local producers with skills on food safety based on Good Agricultural Practices and Good Handling Practices, and (3) expand Guam’s farmers’ consumer base and their profitability by developing value-added products from locally produced foods, which can also open export opportunities for the island.
Cooperators
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Education & Outreach Initiatives
We conducted trainings on Good Agricultural Practices (GAPs) and Good Handling Practices (GHPs) to local farmers/producers (Obj. 3) in 2024 and 2025.
Adhering to Good Agricultural Practices (GAPs) and Good Handling Practices (GHPs) allows farmers to provide safe, high-quality produce items on the market, increasing the likelihood of retailers and consumers to purchase farmers’ produce and provide farmers with profit. Thus, evidence-based trainings from a certified instructor will be provided to local farmers. Topics will include but are not limited to harvesting procedures, washing/sanitation procedures, optimal storage conditions, transportation guidelines, and pest control procedures. Certificates will be provided to participants who successfully finish the trainings to provide credibility of their farming practices, thus improving the appeal of their products to local consumers and retailers.
1. Dr. Jian Yang, professor of food science, provided educational presentations on proper post-harvest handling, storing, and shipping of dragon fruit at the value-added products workshops on August 9, 2024, September 28, 2024, and September 6, 2025.
2. Sophie Santos, research assistant, provided the simplified poster presentation on optimal post-harvest and storage conditions at the 2024 Guam AgrAbility Regional Conference in Guam on October 29, 2024.
3. Information presented included the following:
• Optimal conditions for dragon fruit cultivation
• Harvesting procedures, including harvest indices
• Storage, including common storage issues and optimum storage conditions
• Post-harvest handling, including a post-harvest handling flowchart
4. Both local farmers/growers and consumers, as well as academic scholars, gained knowledge of proper dragon fruit cultivation and handling, thus effectively disseminating dragon fruit cultivation knowledge to local and international stakeholders.
We conducted a market analysis of various dragon fruit value-added products to estimate their success on the market (Obj. 2) in 2024 and 2025.
When conducting workshops on value-added products for dragon fruit, it is important to establish whether the products will perform successfully on the market for the sake of the farmers’ and producers’ financial profits. Before the value-added product workshops are conducted, a market analysis of various developed value-added dragon fruit products will be conducted. A questionnaire/survey will be administered to at least 30 consumers which will show them value-added dragon fruit products and ask them how likely they are to purchase or how much they will be willing to pay for these products. Collected data will be analyzed, and the recipes of the 5 value-added products that are projected to be most successful will be taught in the value-added products workshop.
1. Market analysis of two value-added products—dragon fruit gummies and dragon fruit jam—was conducted by Sophie Santos and Kaelan Arciaga, research assistants, on March 7, 2024. Samples of the gummies and jams were prepared and administered to 32 participants for sensory analysis and willingness to purchase these products. The consent forms and questionnaire/survey were administered both via physical paper copies and online on Google Forms as per the participant’s choice.
2. The following results were found for market analysis of dragon fruit jam:
• Price was very important for 64.5% of participants, somewhat important for 25.8% of participants, and neutral for 9.7% of participants.
• Validation of labeling (USDA approved) was very important for 53.1% of participants, somewhat important for 28.1% of participants, neutral for 9.4% of participants, and not important for 9.4% of participants.
• Product availability in stores was very important for 59.4% of participants, somewhat important for 25.0% of participants, neutral for 12.5% of participants, and not important for 3.1% of participants.
• Nutrients and health benefits were very important for 71.9% of participants and somewhat important for 28.1% of participants.
• Eco-friendly products were very important or 65.6% of participants, somewhat important for 18.8% of participants, neutral for 12.5% of participants, and not important for 3.1% of participants.
• Local production was very important for 59.4% of participants, somewhat important for 31.3% of participants, and neutral for 9.4% of participants.
• Taste was very important for 100% of participants.
• Packaging was very important for 34.4% of participants, somewhat important for 40.6% of participants, neutral for 15.6% of participants, not important for 6.3% of participants, and not important at all for 3.1% of participants.
• Brand name was very important for 15.6% of participants, somewhat important for 21.9% of participants, neutral for 31.3% of participants, not important for 28.1% of participants, and not important at all for 3.1% of participants.
• Seedless jam was very important for 24.1% of participants, somewhat important for 17.2% of participants, neutral for 34.5% of participants, not important for 17.2% of participants, and not important at all for 6.9% of participants.
3. The following results were found for market analysis of dragon fruit gummies:
• Price was very important for 54.8% of participants, somewhat important for 35.5% of participants, neutral for 6.5% of participants, and not important for 3.2% of participants.
• Validation of labeling (USDA approved) was very important for 37.5% of participants, somewhat important for 43.8% of participants, neutral for 9.4% of participants, not important for 6.3% of participants, and not important at all for 3.1% of participants.
• Product availability in stores was very important for 51.6% of participants, somewhat important for 38.7% of participants, and not important for 9.7% of participants.
• Nutrients and health benefits were very important for 68.8% of participants, somewhat important for 28.1% of participants, and not important for 3.1% of participants.
• Eco-friendly products were very important for 68.8% of participants, somewhat important for 12.5% of participants, neutral for 12.5% of participants, and not important for 6.3% of participants.
• Local production was very important for 59.4% of participants, somewhat important for 25.0% of participants, neutral for 12.5% of participants, and not important for 3.1% of participants.
• Taste was very important for 87.5% of participants, somewhat important for 9.4% of participants, and not important for 3.1% of participants.
• Packaging was very important for 28.1% of participants, somewhat important for 37.5% of participants, neutral for 25.0% of participants, not important for 3.1% of participants, and not important at all for 6.3% of participants.
• Brand name was very important for 15.6% of participants, somewhat important for 21.9% of participants, neutral for 37.5% of participants, not important for 15.6% of participants, and not important at all for 9.4% of participants.
4. The following results were found for sensory analysis of dragon fruit jam:
• Regarding taste/tartness, 78.1% of participants reported good tartness of jam, 18.8% of participants reported that the jam should be more tart, and 3.1% of participants reported that the jam should be less tart.
• Regarding consistency, 87.5% of participants reported good thickness of jam, 3.1% of participants reported that the jam should be less thick, 6.2% of participants reported that the jam should be thicker, and 3.1% of participants reported that the jam should be much thicker.
• Regarding color depth, 75.8% of participants reported good color depth of jam, 18.2% participants reported that the jam should be brighter, and 6.0% of participants reported that the jam should be darker.
5. The following results were found for sensory analysis of dragon fruit gummies:
• Regarding taste/sweetness, 64.5% of participants reported good sweetness of gummies, 16.1% of participants reported that gummies should be sweeter, 16.1% of participants reported that gummies should be much sweeter, and 3.3% of participants reported that gummies should be less sweet.
• Regarding consistency/texture, 75.8% of participants reported good chewiness of gummies , 15.2% of participants reported that gummies should be more chewy, 6.6% reported that gummies should be much more chewy, and 3.3% of participants reported that gummies should be less chewy.
• Regarding color depth, 75.8% of participants reported good color of gummies, 15.2% of participants reported that gummies should be brighter, 3.3% of participants reported that gummies should be much brighter, and 6.6% of participants reported that gummies should be darker.
6. Dr. Kuan-Ju Chen presented information on the new specialty crops from production to value-added creation & marketing workshop on October 25, 2025.
7. Dr. Kuan-Ju Chen presented "Unlocking Dragon Fruit Markets on Guam: Consumer Preferences and Value-Added Opportunities" at the "Maximizing Dragon Fruit's Nutritional & Market Value" section at the 2025 Guam Farmer Focus Conference in Guam on October 30, 2025.
We conducted workshops that teach local farmers/producers how to create and successfully market value-added dragon fruit products (Obj. 1, 2, 4) in 2024 and 2025.
Using the results of the previously conducted market analysis, this series of workshops will teach farmers/producers/small businesses how to make selected value-added dragon fruit products. This workshop will also serve to educate participants on crucial marketing strategies. Workshops will begin with an informative, engaging lecture that provides participants with easily comprehensible marketing strategies and tips (e.g., labeling, packaging, etc.) so they can maximize profit from their dragon fruit. Then, participants will join in a facilitated hands-on cooking demonstration paired with taste testing that will show them examples of value-added dragon fruit products and their potential appeal. Additionally, this hands-on cooking demonstration will also teach participants how to extend the shelf-life and availability of seasonal dragon fruit produce by presenting shelf-stable dragon fruit products.
1. As of December 31, 2025, 5 value-added products (jam, jello, freeze-dried dragon fruit, gummies, and nectar drink) from dragon fruit have been developed. The three products presented in the workshops were dragon fruit jam, gummies, and nectar drink.
2. Dr. Jian Yang and Sophie Santos presented information on value-added products of dragon fruit at the value-added products workshops on August 9, 2024, September 28, 2024, and September 6, 2025. Dr. Tanisha Aflague presented information on nutritional value and benefits of dragon fruit on August 9, 2024.
3. Sophie Santos provided simplified poster presentation on dragon fruit value-added products and finalized recipes at the 2024 Guam AgrAbility Regional Conference in Guam on October 29, 2024.
4. Dr. Jian Yang presented "Postharvest and Value-Added Products of Dragon Fruit" and Dr. Tanisha Aflague presented "Nutrition & Health Benefits of Dragon Fruit" at the "Maximizing Dragon Fruit's Nutritional & Market Value" section at the 2025 Guam Farmer Focus Conference in Guam on October 30, 2025.
5. Information presented included:
• Nutritional values
• Health benefits and biological activity
• Basic food science concepts behind value-added products of jam, gummies, and nectar drink
• Recipes for dragon fruit jam, gummies, and nectar drink
6. Dr. Jian Yang and Sophie Santos—assisted by Ms. Clarissa Barcinas, Elaine De Leon, and Gwindaleen Espulgar—provided hands-on cooking demonstrations for dragon fruit jam, gummies, and nectar drinks. Local farmers and consumers as well as international students and professors observed and participated in cooking demonstrations.
Educational & Outreach Activities
Participation summary:
In 2025, the project implemented a comprehensive education and outreach program that integrated hands-on training, extension publications, community engagement, and regional conference dissemination to promote value-added processing of locally grown crops, including dragon fruit.
Workshops and Training Activities
The University of Guam Land Grant Extension Service conducted hands-on workshops focused on value-added product development using dragon fruit and other specialty crops. A key activity was the Value-Added Dragon Fruit Workshop (September 6, 2025), which trained 20 participants in producing dragon fruit-based products such as gummies, jam, and nectar. The training emphasized post-harvest handling, food safety, and small-scale commercialization.
In addition, the project delivered multiple workshops and demonstrations on product formulation, processing techniques, and marketing strategies. Across all outreach activities, approximately 200+ participants were engaged through direct training and product demonstrations.
Conference-Based Education and Regional Dissemination
A major outreach milestone in 2025 was the integration of dragon fruit research and extension activities into the Guam Farmer Focus Conference 2025, a regional platform that brought together farmers, researchers, agribusiness leaders, and policymakers from Guam and the Asia-Pacific region .
Dragon fruit was featured prominently in a dedicated breakout track titled:
“Maximizing Dragon Fruit’s Nutritional & Market Value”
This track included three key presentations delivered by UOG Land Grant faculty:
- Unlocking Dragon Fruit Markets on Guam: Consumer Preferences and Value-Added Opportunities
- Presented findings from consumer surveys and market analysis
- Highlighted strong demand for value-added dragon fruit products
- Postharvest and Value-Added Products of Dragon Fruit
- Demonstrated processing techniques and product development
- Emphasized reducing post-harvest loss through value-added strategies
- Nutrition & Health Benefits of Dragon Fruit
- Presented nutritional analysis and health-related benefits
- Supported consumer education and product positioning
These sessions were part of a broader conference effort to advance agriculture, agribusiness, and food security in the Asia-Pacific region, engaging a diverse audience of producers, extension professionals, students, and regional partners.
The conference served as a key dissemination platform to:
- Share research findings
- Promote value-added opportunities
- Foster regional collaboration
- Encourage adoption among farmers and agribusiness stakeholders
Extension Publications and Educational Materials
Educational outreach was further supported through extension publications and media articles. A featured UOG Horizons article (July 2025) highlighted dragon fruit as an emerging tropical crop with strong economic and nutritional potential, providing guidance on production practices and value-added opportunities.
Additionally, technical materials such as “Making Value-Added Dragon Fruit Products at Home” were used as training resources. These materials provided step-by-step guidance on processing techniques, preservation methods, and product development for small-scale and home-based producers.
Community Outreach and Public Engagement
The project engaged the broader community through outreach events, product demonstrations, and media communication. Dragon fruit was promoted as a high-potential crop for both backyard growers and commercial farmers, with emphasis on:
- Adaptability to Guam’s climate
- Increasing market demand
- Opportunities for value-added processing
Through these efforts, dragon fruit was positioned as a transitioning crop from niche to mainstream, supporting local food systems and agribusiness development.
Outreach in Progress and Future Activities
Ongoing outreach efforts include continued expansion of value-added training programs and integration of dragon fruit into regional agricultural initiatives. Future activities will focus on:
- Scaling up value-added product training and commercialization
- Expanding digital and extension educational materials
- Supporting farmer participation in markets, exhibitions, and agritourism
- Strengthening regional partnerships across Micronesia and the Asia-Pacific
Learning Outcomes
Project Outcomes
This project generated significant learning and action outcomes by integrating research, education, and outreach to advance value-added agriculture, particularly for dragon fruit, on Guam.
Learning Outcomes
Across 2023–2025, more than 450 participants (students, farmers, extension professionals, and community members) engaged in project activities, including workshops, farm visits, conferences, and outreach events. Participants reported increased knowledge in:
- Value-added processing techniques (e.g., jams, beverages, baked goods)
- Post-harvest handling and food safety
- Consumer preference analysis and market opportunities
- Economic feasibility and pricing strategies
Early activities, such as the 2023 International Agricultural Research Exchange Symposium, introduced interdisciplinary topics (food science, crop production, and farmer well-being) and fostered knowledge exchange among 28 participants, including students, faculty, and farmers. Farm visits to dragon fruit operations further enhanced experiential learning by connecting participants with real-world production systems.
In 2024, hands-on workshops and outreach events strengthened technical skills, with participants gaining direct experience in developing dragon fruit value-added products. Over 80% of participants demonstrated improved understanding of processing methods and market potential based on post-event feedback.
Action Outcomes (Behavior Change)
The project successfully translated learning into action:
- 10–15 farmers and producers began exploring or testing value-added dragon fruit products
- Students applied skills through agribusiness lab activities and outreach demonstrations
- Increased collaboration between farmers, students, and extension agents for product development and testing
- Community participants expressed intent to start small-scale production or incorporate value-added products into existing operations
At the 2024 Guam AgrAbility Regional Conference (185+ participants), project presentations stimulated strong interest in product diversification and led to follow-up discussions on collaborative product testing and market development.
In 2025, outcomes were further expanded through the Guam Farmer Focus Conference, where dragon fruit research and value-added opportunities were presented in a dedicated session track. These presentations reinforced producer awareness of market demand, nutrition benefits, and post-harvest strategies, reaching a broader regional audience and strengthening knowledge dissemination.
Impacts
The project contributed to measurable economic and community impacts:
- Demonstrated that value-added processing can increase product value by 2–4 times compared to raw fruit sales
- Strengthened local capacity for agribusiness development and food entrepreneurship
- Promoted diversification of Guam’s agricultural sector and reduced reliance on imported processed foods
- Enhanced student workforce development and experiential learning opportunities
Additionally, the project established a sustainable extension model that integrates research, education, and community engagement. The combination of workshops, field experiences, and regional conferences created a pathway for continued adoption and scaling of value-added practices.
Overall, this project improved knowledge, influenced behavior, and supported the long-term economic viability of small-scale agriculture on Guam, particularly through the development of dragon fruit as a high-value specialty crop.