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Organic Matters National Survey: Topical Report 3

The third report in a series summarizing findings from the Organic Matters national survey, distributed to farmers producing organic fruits and vegetables across ten states in early 2025. The goal of this report was to determine where organic farmers obtain information on growing practices and to highlight the barriers these farmers face in the United States.

Key Insights:

• Farmers use a variety of sources to get information on organic management practices and techniques: almost 60% reported frequently using books, podcasts, and YouTube.

• Approximately 70% of farmers see university extension as being a very or extremely trustworthy source.

  • Alternatively, 21% see social media sites such as Facebook, X, or Instagram as not at all trustworthy.

• The cost of organic certification, and the need for detailed record keeping were reported as two key challenges to applying for organic certification.

  • The required length to transition and attaining crop insurance were not likely to be seen as barriers.

Vegetable Growers News 

Research team members Kaitlin Diggins and Sarah Pethybridge recently published an article titled Mesotunnels and muskmelons: optimization od organic row covers. The piece is a research-based deep dive into using mesotunnels to optimize row cover technologies in sustainable and certified organic farming systems. 

Organic Matters National Survey: Topical Report 2

The second report in a series summarizing findings from the Organic Matters national survey, developed by researchers at Iowa State University. The report establishes a baseline on key topics, including organic management practicers, mesotunnel knowledge, plastic use in agriculture, and trust in information sources.

Key Insights:

• Farmers awareness of the term ‘mesotunnel’ is low with only 2% recognizing this. Farmers were more likely to use the term insect netting (34%) or low tunnel (24%).

• According to 45% of farmers, the potential for added pest protection would be extremely important in the decision to use a nylon based fine-mesh material.

• Around 56% said they would be likely to some extent to use the mesotunnel set-up described in this survey.

  • More information on costs, reliability, sturdiness, and availability would support future adoption.

• An overwhelming majority (87%) would feel better about using plastic if it could be reused several times.

Cornell Vegetables Extension Article

Research team member Kaitlin Diggins recently published an article titled Management of Key Insects and Insect-Vectored Diseases in Organic Cucurbits with Mesotunnel Row Covers. Her piece highlights how mesotunnel systems can prevent destructive insect pressure and bacterial diseases in organic muskmelon production.

Key Insights from field trials in the Northeast:

• Row covers prevent major insect vectors including cucumber beetles and squash bugs that transmit bacterial wilt and cucurbit yellow vine disease.

• The technology increases yield, with marketable fruit weights ~6x higher relative to uncovered plots.

• Findings demonstrate that row covers provide reusable solutions to pest (~3x fewer) and associated disease pressures in organic cucurbit production systems.  

Willingness-to-Pay Study for Cucumbers

In July 2025, Cornell University researchers, Dr. Jasmin Wehner and Dr. Wendong Zhang surveyed farmers market customers in Lexington, Kentucky to establish consumer perceptions and key attributes in the willingness to pay study for cucumbers.

Key Insights:

• At $2–$2.50 per slicing cucumber, buyers and non-buyers are nearly evenly split (53% vs. 47%)

• Price is the top factor for 45% of respondents, followed by fewer pesticides (36%) and no pesticides (34%)

• Concern is higher for pesticide residues on food (50%) and pesticide use during production (36%)

• Awareness and concern about plastic use in production are much lower (14%)

• Highlighting pesticide reduction from protective netting and clarifying limited plastic use during production could improve consumer acceptance and inform communication strategies

Organic Matters National Survey: Topical Report 1

In early 2025, organic fruit and vegetable growers across ten states participated in the Organic Matters national survey, designed by Iowa State University researchers Joe Hollis and Dr. Katherine Dentzman, and the Center for Survey Statistics and Methodology. This first report highlights grower attitudes and behaviors related to organic management, with a focus on row-cover adoption in specialty crop systems.

Key Insights:

• Diverse production: 76% of farmers grow cucurbit and nightshade crops.

• Direct marketing: 82% sell directly to consumers.

• Widespread row-cover use: 62% used row covers in the previous season.

• Small-scale application: 41% use row covers on 0.25 acres or less.

• Crop focus: 44% apply covers to brassica crops.

Crops Under Cover Resources 

Check out the following to learn more about the project and see updates from the research team!

• Website
  • Access to panel meeting summaries, survey results, relevant information and more.
• Instagram 

  • Engaging content on the research process.

• YouTube
  • Videos on project findings and insights.