Are you a researcher or involved in this project? Share your updates, videos, content, or links by emailing  emiller@organic-center.org.

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

In early 2025, organic fruit and vegetable growers across ten states participated in the Organic Matters 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.

• Material preferences: Spun-bonded polypropylene is the most common material.

• How covers are used: Many use small over-wire hoops (1–2 ft), while 45% drape covers directly over crops.

• 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.