As a Cooperative Extension Specialist specializing in fresh produce marketing, my work revolves around serving as a technical liaison for the fresh fruit & vegetable industry (speaking at industry events, short courses, e-mail/phone/on-site interactions etc.) and in carrying out applied research. My research focuses on changes occurring in the fresh produce marketing system in light of retailer consolidation, changing consumer demand patterns and preferences, and growing international trade, and the implications for growers, marketers, and consumers. A special area of emphasis is the growth of greenhouse tomato production, a value-added product, throughout the NAFTA region, and the implications for fresh field tomato growers and shippers. Research on consumer trends shows that there is a growing willingness and ability to pay for flavor and quality in fresh produce. Retail and foodservice (commercial) buyers are increasingly interested in utilizing fresh produce quality as a point of differentiation in the market place, and taste is receiving greater emphasis as a quality attribute. I would like to contribute to the Center by providing pertinent information on commercial and consumer buying trends, as they relate to the improvement of fruit and vegetable quality.

Curriculum Vitae

Research Slides