Iowa Fruit and Vegetable Market Planner Users Guide

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2011-06-01
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Leopold Center for Sustainable Agriculture
The Leopold Center is a research and education center on the campus of Iowa State University created to identify and reduce negative environmental and social impacts of farming and develop new ways to farm profitably while conserving natural resources.
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Institute for Transportation
InTrans administers 14 centers and programs, and several other distinct research specialties, and a variety of technology transfer and professional education initiatives. More than 100 Iowa State University faculty and staff work at InTrans, and from 200 to 250 student assistants from several ISU departments conduct research while working closely with university faculty. InTrans began in 1983 as a technical assistance program for Iowa’s rural transportation agencies.
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Leopold Center for Sustainable AgricultureInstitute for Transportation
Abstract

The Iowa Fruit and Vegetable Market Planner is an entirely new and improved version of the Leopold Center’s popular Iowa Produce Market Potential Calculator. The original tool, developed in 2005, provided a quick comparison of county- by-county and state production and consumption of 37 fruit and vegetable crops that can be grown in Iowa.

This new market planner is much more than a simple update – it is a powerful tool that allows users to explore all types of local and regional fruit and vegetable markets. Users can target specific geographic regions, consumers by age groups, and different time frames. Users also can specify product mix, from fresh off-the-farm produce to canned or frozen products. All results are shown in retail weight, which takes into account spoilage and processing losses that occur after a crop leaves the farm.

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