Development of Ethnic - Specialty Vegetable Production - Marketing Resources

Development of Ethnic - Specialty Vegetable Production - Marketing Resources

Summary

Ethnic populations, soon to be one-third of the U.S. population, rely on fresh produce as staples in their diets. Local concentration of many ethnic groups has created large potential markets for Northeast growers. Increasingly, farmers are asking how to produce these new crops to meet the demand. The PI’s are compiling several years of research data on production and marketing of specialty and ethnic crops into an online resource, and along with demonstration trials, will soon be ready to provide reliable production information. A professional development conference is planned for April 2003 in New York City to educate extension and industry personnel about the potential of ethnic and specialty produce markets.

Objectives/Performance Targets

Performance Target 1: Seventy-five vegetable production and marketing educators in the Northeast all will subscribe to the veg-prod internet discussion group.

After several months off-line and concurrent discussions with the USDA regarding hosting of externally moderated discussion groups, the veg-prod was re-established on a private server and 225 of the original 350 subscribers were returned to the group in mid-2002. Initial discussion of plans for the associated In-service Training Conference on Production and Marketing of Ethnic Vegetables resulted in 45 inquiries for more information about it.

Performance Target 2: Of the 75 vegetable workers discussing specialty/ethnic vegetable production and marketing on the veg-prod listserv, observing initial demonstrations, and making use of the resources of this project, 20 will establish working demonstration plots of specific crops and their production strategies useful to their local clientele.

Screening demonstration trials were continued at five sites in three states in 2002 and additional specific crop research/demonstration trials were conducted at 3 sites (see Accomplishments).

Performance Target 3: Of 75 extension, USDA and other vegetable production and marketing officials throughout the Northeast, 50 will understand, accept, and advocate the production and marketing specialty/ethnic vegetables to farmers.

In New York, Massachusetts, and New Jersey alone, 35 to 40 extension and Department of Agricultre officials are working on various aspects of specialty/ethnic vegetable production and marketing outreach efforts. Similar programs have been established through direct and indirect contact by this project in Maryland and Pennsylvanuia. Of the 45 inquiries for information about the In-Service Training Conference, less than five were from New York, Massachusetts, or New Jersey.

South Deerfield, MA-UMass research farm, 78 types of ethnic/specialty vegetables.

South Dartmouth, MA-commercial farm, 15 crops.

Upper Deerfield, NJ-Rutgers Ag Research and Extension Center, Ethnic Eggplant variety trial, 15 varieties; Central Asian melons, tomatoes and peppers, 30 varieties.

Cream Ridge, NJ-Rutgers Fruit Research and Extension Center, Ethnic Eggplant, Edamame soybeans, Habanero peppers, Central Asian melons
Pittstown, NJ-Rutgers Snyder Research and Extension Center, Calabaza squash, Artichoke, Hierloom tomatoes.

Web-site development: An interactive web site has been developed at UMass and will be debuted at the In-Service Training Conference. Socio-cultural information about ethnic groups establishes the connection between the production guidelines and the potential markets for new specialty vegetables for Northeast growers. A template has been created and production information about several crops is being added to the site in preparation for public promotion.

Publications: The PIs have published reports on their ethnic vegetable work in the American Vegetable Grower. The Vegetable Grower News picked up the topic after discussions on the veg-prod and also announce the conference in NYC. Several inquiries resulted from that article.

Field Days/Twilight Meetings

South Deerfield, MA-July 16, 2002, 80 attendees

South Dartmouth, MA-Sept. 7, 2002, 12 attendees

Upper Deerfield, NJ-Aug. 22, 2002, 65 attendees

Cream Ridge, NJ-Aug. 2002, 75 attendees

Pittstown, NJ-Sept. 12, 2002, 80 attendees

Educational Meetings
NJ Annual Vegetable Meetings, Atlantic City, NJ, Jan. 14, 2003-Ethnic Vegetable session, 45 attendees; and Greens session included talk on Marketing Ethnic Vegetables, 100 attendees.

Plans are underway to conduct a regional in-service conference in New York City in April, 2003. The event will be announced on the veg-prod and in regional trade papers and magazines.

Accomplishments/Milestones

Agricultural educators in the Northeast have learned about this program via news releases announcing the original grant, and several have contacted the PIs for further information. It has not been necessary to date to publicize this project via the veg-prod email discussion group, but that option is still available for surveying needs beyond the initial contacts and expanding the project.

Despite some holdups due to subcontract negotiations, five demonstration plots were established in New Jersey, New York, and Massachusetts in 2001, and grower meetings at these sites attracted over 150 growers, extension personnel, and industry representatives. In addition to field work, the PIs began conducting comprehensive literature searches on specific crops to supplement the compiled research data. A web designer has been consulted to begin the design process for the web-based production guide.

Planning began for the winter professional development conference in New York just before the events of 9/11. After that time, the PIs decided to postpone this event until things settled down. While preliminary planning began again in December, the PIs took the opportunity to visit the ethnic communities and produce businesses of Queens at the invitation of NYC Cooperative Extension and the Queens Botanical Garden. The contacts made and observations on that trip will help redefine and focus the conference.

Collaborators: