Estimating strawberry attributes’ market equilibrium values
Through simulation using the mixed logit model results, they derived the market equilibrium prices, supply and demand curve, as well as quantities demanded and supplied for every fruit attribute.
The researchers found the highest equilibrium price was for strawberry internal color followed by flavor. Strawberry breeders can use the information when setting breeding targets, allocating resources appropriately during their breeding process and focusing on the improvement of attributes that produce the highest social surplus and total revenue.
Access the full study at HortScience.