US potato farmers’ marketing strategies and preferences for true potato seeds

Abstract

This research examines U.S. farmers’ preferences for true potato seeds and marketing strategies. An online survey was developed and posted on potato farmers associations’ websites and newsletters. In total, 56 surveys were completed. Participants were from Minnesota, Idaho, Washington, Wisconsin, Oregon, and North Dakota. The results show that most farmers are not very knowledgeable about true potato seeds. Seed type is not essential, and what matters the most is the yield and size of potatoes. Even though true potato seed use is hypothetical, labor input, pesticide/fungicide input, and greenhouses for growing seedlings are important factors to consider when farmers choose between it and tuber seeds. This information can help potato seed suppliers determine the market potential for true potato seeds. It also provides breeders valuable information on what attributes to focus on when breeding tuber or true potato seeds. Regarding marketing strategies, we found that the most prevalent business strategies are maintaining/improving customer relationships and product differentiation. The most used communication methods with customers are in-person meetings, phone calls, and social media. Farmers employ various approaches to pricing their products, considering cost, experience, and competitors' prices. Most farmers sell their products via multiple channels to diversify and decrease risks. They update their business plans quarterly or even more frequently, reflecting a proactive approach to strategic planning. The findings have important implications for new and emergent potato farmers and farmers in developing countries. Keywords: True potato seeds, marketing strategies, yield, seed.