1. Chapter 1 – The Vegetable Industry  U.S. farmers are now producing 2 times more per worker hour than in 1970, & 8 times more than in 1940.  Accounting for only 2% of the nation’s harvested cropland, vegetable sector generates 15% of all U.S. crop cash receipts. $3 billion in ag exports.

2. Early days of Vegetable Production 1.Colonial days people produced for themselves. 2.After the civil war, people started to move to the cities, thus the people with home gardens started selling vegetables in the cities. 3. 1896 the ice car was invented and we started to transport vegetables from city to city.

3. 4.The development of roads in the 1950’s made it easy for trucks to transport the vegetables over long distances. 5.1990’s was the expansion into GMO’s to improve quality, efficiency, environmental impact, & the association on their production.

4. Scope and Importance Look at table 1.1 Over 12 Billion dollars with only 25 crops.

5. U.S. Commercial Statistics 1996 - 1998 U.S. commercial Vegetables, potatoes, & sweet potatoes = 4.8 million acres 16.4 million tons for processing veg. 21.2 million tons for fresh market 24.1 million tons for potatoes.6 million tons for sweet potatoes

6. Harvested acres 30% processing Veg. 39% fresh market & melons 29% potatoes Fresh market & melons account for 65% of the total value which is $7.7 billion

7. Principal Vegetable Crops See table 1.2 ArtichokesCarrots AsparagusCauliflower Beans, LimaCelery Beans, SnapCucumbers BroccoliEggplant Brussels sproutsEscarole/Endive CabbageGarlic CantaloupeHoneydews

8. Table 1.2 LettuceTomatoes OnionsWatermelon Peas, green Peppers, bell Potatoes Spinach Sweet corn Sweet potatoes

9. Principal Areas of Production 1. Climate a. Temperature b. Length of season c. Humidity d. Rainfall & Frost (predictability or stability.

10. Leading States in fresh market production California, with approx. ½ the production. Florida, 10% Arizona, 8% Texas, 5% Georgia, 4% New York, Washington, & Oregon,3%

11. Leading States in processing vegetable production California, 60% Wisconsin Washington Minnesota Oregon

12. Types of vegetable growing Marketing Garden – more specialization; 3 to 4 good money markets. Mainly local. U-Pick Truck Farming – More extensive & specialized. Climatic & soil factors determine the crop grown.

13. Production for Processing a. Large Volume. b. Low cost of production - climate & lower costs determines area. c. Processors generally contract for tonnage, certain limitations on quality. d. Maximum mechanization, lowers costs.

14. Controlled Environment Agriculture a. Total control of environment, air, light, temp., humidity, composition of atmosphere, & nutrients. b. Production out of season. c. Heat or protection from cold. d. Greenhouses – North Cold Frames – South

15. Vegetable Seed Production a. Areas determined not only by favorable growth but seed production and curing. b. Mostly located in the West.

16. 1.Home Gardening – Encourage stimulates awareness larger sales. In colonial days, the home garden was the principal source of fresh food supply.

17. Physical factors and requirements Climatic requirements Soil requirements Transportation requirements Personal factors (the special demands on a person to farm these crops) Marketing

18. Marketing Objectives 1. to supply a product at a reasonable cost that the consumer wants & needs. 2. to move the product with the least loss of quality to consumers. 3. to provide sales appeal by attractive & convenient packaging 4. keep marketing costs to a minimum 5. provide fair price to both producers & consumers.

19. Marketing services & procedures Grading- wholesaling Standardizing- retailing Storing Packaging Processing Transporting Financing Advertising Risk sharing

20. Market Outlets Fresh market – direct to consumers Fresh market – direct to retailers Fresh market – direct to wholesalers Grower Cooperatives Processing Specialty Vegetables Other market outlets Contractual Production of Commercial Vegetables

21. The changing Vegetable industry Number & size of farms Increased Vegetable productivity Mechanization of harvest Labor management Food & Environmental Safety Agriculture Biotechnology