Leopold Center for Sustainable Agriculture

Completed Special Project

Economic analysis of current and potential Muscatine melon market

Project ID: 2004-MSP09

Abstract

The Muscatine melon traditionally has been one of Iowa's best known produce items. As the number of acres and producers decline, melon producers are looking for ways to make their product a more attractive economic production option, and place-based marketing may be helpful. Melon producers, however, need to ask themselves if they are willing to cooperatively develop and market a place-based product in order to achieve higher prices and profitability.

Key Question: How can Muscatine melon growers take advantage of the positive image of their product to increase sales?

Findings: Positioning the melons as a place-based food product may help with marketing and sales.

Lead investigator: Craig Chase, ISU Extension, et al

Year of grant completion: 2006

This special project was part of the Leopold Center's Initiative.

Topics: Agritourism and place-based food, Community-based food systems, Fruit and vegetables, Market research and feasibility studies