We surveyed specialty crop producers in Kansas and Missouri to determine producer willingness to pay for new active packaging technology that prevents postharvest loss and increases shelf life. The survey also asked demographic questions to determine the producer and operation traits for this growing segment of production agriculture. More than half of those surveyed were female, and 60% were under 50 years of age. Smaller operations tend to utilize direct marketing and social media activity more than larger operations. Parametric willingness to pay estimates are approximately $0.39 per cardboard flat to purchase the antifungal film that increases shelf life of strawberries with a nonparametric lower-bound estimate of $0.31.
