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SPECIALTY GREENS AND HERBS SELECTIONS FOR THE EAST COAST

Applied Research

William Sciarappa
COUNTY AGENT II
Rutgers ANR - NJAES-RCE
Neptune City

Abstract

\r\n Research teams at Rutgers University, University of Massachussets, University of Florida and the University of Penn State assessed the demand for specialty greens and herbs. This USDA – SCRI grant project stresses the importance of locally grown produce, estimates east coast demand and then translates expected demands into local production possibilities towards the benefit of small and mid-size farms.  The specific ethnic market segments are Asian and Hispanic consumers, selected for their strong recent population growth and continued growth expectations.  The top four sub-groups within each major category are Chinese, Asian Indian, Puerto Rican and Mexican consumers.  The geographic target is the  sixteen states bordering the East Coast.  First year priorities were collecting literature on food habits, reviewing ethnic greens and herbs, preparing consumer surveys and conducting focus group bulletin board interviews.   Project team members identified ethnic greens/herbs of culinary interest with help from respective ethnic consumers and a crop expert panel.  Over 100 leafy greens and herbs were identified as known food crops from all four ethnicities and 40 key crops were selected from the focus group bulletin board and telephone survey.    A follow-up survey then included the top 10 crops for each ethnicity to document consumer demand in terms of frequency, quantity and cost of purchase.  This information will direct 2011 field production trials on the East Coast to assess the production feasibility of these selected high-market-potential greens and herbs.

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Poster has NOT been presented at any previous NACAA AM/PIC

This poster is being submitted for judging. It will be displayed at the AM/PIC if not selected as a State winner. The abstract will be published in the proceedings.

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Authors: * W. Sciarappa, r. Govindsamy, K. Kelly, A. Ayeni, P. Nitzsche, R. Vanvranken, B. Shilling, G. McAvoy, F. Mangan
  1. Sciarappa, *. Agricultural Agent, Rutgers Cooperative Extension - NJAES, New Jersey, 07728
  2. Govindsamy, R. Associate Professor, Rutgers University, New Jersey, 08903
  3. Kelly, K. Associate Professor, Penn State University, Pennsylvania, 16801
  4. Ayeni, A. PhD, Rutgers University, New Jersey, 08903
  5. Nitzsche, P. Agricultural Agent, Rutgers Cooperative Extension - NJAES, New Jersey, 08903
  6. Vanvranken, R. Agricultural Agent, Rutgers Cooperative Extension - NJAES, New Jersey, 08903
  7. Shilling, B. Extension Specialist, Rutgers Cooperative Extension - NJAES, New Jersey, 08903
  8. McAvoy, G. Extension Specialist, University of Florida, Florida, 32601
  9. Mangan, F. Extension Specialist, University of Mass, Massachusetts, 01003