Current ADD Request for For 2004-2005 (excerpts Only)
This is a request for ADD Grant funds to evaluate market acceptance of new, unusual and overlooked fruit crops from around the world that have been tested for local adaptability and have unique flavor and high nutriceutical content. This will involve new (value added) product development and testing. Results of this proposal will lead to expansion of Wisconsin’s agricultural industry providing opportunity and benefits for agricultural producers.
The ultimate goal is to determine feasibility and establish guidelines for the production and marketing of new products that will create new jobs, attract capital investment, diversify the agricultural base and protect local agricultural economies from price fluctuations and urban competition.
The ADD Grant program has provided cost sharing for establishment and initial horticultural adaptability studies. Total project cost to date have been approximately $49,000. Of this amount, the $19,500 received from the ADD Grant program has been essential in the establishment and maintenance of the two-acre test plot containing over 34 fruit types, 99 cultivars and 431 individual plants.
ADD Grant funds will be used primarily for product development and marketing trials, as well as public information and outreach. Horticultural evaluation will be completed primarily with matching funds. The requested project completion date is October 31, 2005. The scope and extent of product development and marketing trials will be increased significantly by including two complete harvest seasons.
The affluent, but aging “baby boomer” generation is becoming increasingly concerned about longevity and quality of life. Emerging scientific evidence suggests that diets high in nutriceutical compounds can reduce the chronic effects of aging. Protection against cancer and counteracting the affect of free radicals are just some of the benefits. This is creating new and unique marketing opportunities. By supporting this proposal, Wisconsin will be taking a leadership role in promoting an emerging segment of agriculture that has unimaginable potential.
PROJECT FIT TO REVIEW CRITERIA
This project will establish the framework for a whole new agricultural industry based on a demand that is emerging simultaneously with new scientific evidence regarding the health benefits associated with unknown and overlooked fruit crops. New marketing opportunities will benefit a diverse group of agriculturally related industries including producers, processors and distributors. It is impossible to predict the number of people who will be positively affected at this stage of the project, but the potential impact on job creation, entrepreneurial- ship and land use options could be significant and widespread.
The development of new business opportunities for Wisconsin agriculture is based on the foresight to have the planning, research and elements of infrastructure in place to take advantage of a new and unique marketing opportunity.
The plan of work provides a detailed, sequential outline of the activities, which will be the basis for a comprehensive marketing plan leading to the ultimate goal of significant job creation and economic development in the agricultural sector. The very nature of the woody perennial fruit crops being evaluated makes this a multi-year. The plan of work contains elements concluding the horticultural evaluation and those initiating product research and marketing potential.
The project leader is totally committed to this project. He will use a team approach to execute various elements. As outlined under Key Personnel, he has the experience, leadership, resources, commitment and support network required to successfully complete the project. Budget estimates are believed to be conservative and cost effective.
PROJECT OBJECTIVES
Team Approach
The applicant will be working with three teams of experts and collaborators, one for each of the three major objectives (see project teams listed in Key Personnel section).
Horticultural Issues
The first objective is to complete the pre-requisite horticultural research phase. This will be in the form of a final screening report detailing observations after two full growing seasons. This will include data collected regarding winter hardiness, pest susceptibility, growth response, fruiting characteristics (where applicable) and response to environmental factors such as temperature, humidity, rainfall and seasonal degree days. Fruit types and cultivars that demonstrate adaptability and sustainability will be selected for product research and marketing potential.
Public Information
The second objective is to create public awareness through field days and a series of articles. The Center for Integrated Agricultural Systems (at UW-Madison), will take a leadership role in these activities. This education and information outreach will be used to share horticultural information and to create interest in new product development and test marketing.
Product Development and Testing
The third objective is to begin product development and test marketing. There is considerable interest expressed by both the private and public sector. The scope of this objective will depend upon the variety and amount of fruit production over two fruiting seasons.
Anticipated Results
Results of this initial phase of product development is expected to generate interest, consolidate a stakeholder base and flesh-out a comprehensive plan to achieve the ultimate goal of creating new jobs, attracting capital investment, diversifying the agricultural base and protecting the local agricultural economy from price fluctuations in a global commodities market dominated by vertically integrated corporations.
