Commercial Vegetables Ag Focus '95Situation and OutlookThe vegetable industry in Mississippi continued to grow in 1994. Contracts increased for processing vegetables and freshly packed produce. Increased acreage and sales helped boost the vegetable industry figures for Mississippi in 1994. The recently released estimated value of production for vegetables in Mississippi for 1994 was $73,380,355. This figure is a substantial increase over previous years and was accomplished in spite of some major losses to the state's watermelon crop. Barring a major weather disaster, 1995 should be another strong year as demand for fresh vegetables continues to increase. One reason for the increased demand is the change in many of the large regional buyers' buying policies. Wholesale and retail outlets have discovered that "home grown" regionally produced vegetables help to increase sales significantly. Also, regionally produced vegetables allow the wholesale or retail outlets to offer a product that is fresher and better tasting because it has been allowed to stay in the field longer, which allows it to be harvested at peak condition. This is achieved because of less transportation time from field to market.
Long-Range ProspectsAccording to a national survey conducted by "The Packer," 60 percent of households responding buy precut, packaged, fresh vegetables. The survey also reported 51 percent of those responding said convenience vegetables were a good value as compared to 38 percent in 1993. Only 3 percent of the households responding said they associated any particular brand identification with any one convenience vegetable. Convenience vegetables, or precuts, are the fastest growing segment of the fresh vegetable industry. In 1994, sales of packaged salad mixes amounted to $507 million nationally, more than 200 percent increase over 1991 sales of $167 million. This segment of the industry has great potential for the future of the Mississippi vegetable industry. Currently almost all prepackaged, precut vegetables sold in Mississippi come from California or Florida. Survey trends tell us several things about consumers: they want more convenience, they are willing to pay for it, and they do not hold brand loyalty. In the same way we have taken some of the market away from California and Florida in whole fresh produce, we should do the same with fresh cuts. Equipment to cut, chop, strip, and package convenience vegetables is not overly expensive. The convenience vegetable industry is not cost prohibitive. The market demand is growing, and the products are a value-added extension to an existing industry in the state. Resources exist in our state; we need only the determination and entrepreneurial spirit to make it a reality.
ProductionInsect & Disease ManagementIf growth of the vegetable production industry in Mississippi is to be sustained, commercial growers must continue to use disease and insect management programs to reduce the impact of serious pests that may be limiting factors for some crops. Extension programs incorporating integrated pest management (IPM) practices are being used by more growers. IPM has encouraged increased reliance on use of pest-resistant or tolerant vegetable varieties and cultural practices as primary pest-management tools, thus allowing growers to reduce dependence on pesticides. Growers are finding that biologically and culturally based IPM practices are effective, more economical than conventional pest management techniques, and more environmentally compatible. IPM practices are currently used as an integral part of overall production programs for the following commercial vegetable crops:
WatermelonsWatermelon growers have a disease-management program that encourages the following practices: reliance on crop rotation to minimize disease build-up, selection of watermelon varieties with highest available levels of disease resistance to Fusarium wilt, and timely applications of selected fungicides for control of gummy stem blight and anthracnose.
Greenhouse TomatoesGreenhouse tomato growers rely on relative humidity management and sanitation to handle gray mold and early blight. They also use varieties resistant to Cladosporium leaf mold and Fusarium crown rot. Integration of conventional insecticides and biological controls has improved whitefly management.
Field TomatoesField tomato growers have effective fungicide and insecticide spray schedules that control insects and early blight, potential limiting factors in tomato production. They rely on rotation to control root-knot nematodes.
Southern peasSouthern pea growers have several varieties resistant to the viral and nematode diseases that damage pea production in Mississippi. Effective spray schedules are practiced for control of cowpea curculio and other pests. Pest management programs that encourage similar integrated insect and disease management procedures are also available for producers of squash, sweetpotatoes, and a variety of other commercial vegetable crops.
Weed ManagementWeed management is critical to prevent yield loss, harvest interference, and seed production for subsequent production seasons. Weed management tactics should include production practices that make vegetables competitive with weeds. For example, use optimum spacing within the rows to establish a canopy quickly to reduce sunlight to weeds. Plant seeds with high germination and good vigor to establish the crop quickly, or plant hardened transplants that are tempered to surrounding environmental conditions. Manage soil fertility and pH so seedling vegetables are not stressed. Avoid planting in cold, wet soils to promote rapid germination and seeding establishment. Rotate crops to avoid buildup of disease organisms or insect populations that can cause crop damage, and take extra precaution to avoid planting in fields that may contain carryover herbicide residue from the previous cropping season. Few herbicides are labeled for application to vegetables. Therefore, producers must rely on cultural and mechanical forms of weed control. Tillage is an effective way to control weeds that emerge before vegetable planting. Timely cultivation effectively removes weeds from the row middles after crop establishment. Use care with the cultivator to avoid root damage that can stress and slow crop growth. Plastic mulch also serves as an effective barrier against establishment of many annual grasses and broadleaf weeds. Although use of plastic mulch is expensive, the benefits of weed control are great.
IrrigationMississippi rainfall exceeds 50 inches per year. There is no shortage of water; however, rainfall distribution patterns require supplemental irrigation for most crops. Typical rainfall shortages occur from June through October, thus increasing the chance for a short drought of 2 weeks or more during this period. Vegetables often have shallow root systems and cannot sustain good growth during short droughts. Supplemental irrigation, usually in the form of micro-irrigation or drip irrigation, is used as the predominant system for vegetables. Capability to irrigate creates an environment for higher and consistent yield and good quality produce. Systems can use either surface or groundwater. Other components are filtration, main lines, submains, and laterals. With some of the newer products on the market, drip irrigation becomes more economical and reusable from year to year. Flexible mains and submains decrease the investment in solid buried pipe, thus allowing for rotation of crops and systems to various fields in close vicinity without dramatically increasing the fixed costs. Drip irrigation is a low flow point source watering system. The greatest problem is dirty water or iron, which can be eliminated with proper filtration and treatment. Also, when a system is being installed, it needs to be installed to meet the end use or peak water demand of the crop it is being used on. Water use in Mississippi will average 0.20" per day minimum during peak use in the summer. Cool-season vegetables will be somewhat less. The system must meet the peak demand, or irrigation will not be able to support crop growth.
Limiting Factor on Watermelon ProductionIn 1994 bacterial fruit blotch of watermelon, caused by the bacterium Acidovorax avenae subsp. citrulli, was documented in several south Mississippi counties. Yield loss was severe in all these fields and ranged up to 100 percent of marketable fruit. The disease in most fields was associated with transplants of two hybrid varieties produced in an out-of-state greenhouse. There was one field planted with seed of an open-pollinated variety in which the disease developed in a local area. It is unclear how the bacterium was introduced into this field. This disease has been associated most often with seed of hybrid varieties that are usually produced in countries where labor costs are low. There have been few problems with seed of open-pollinated varieties produced in the dry areas of the western U.S. where trickle or furrow irrigation is practiced. Most seed companies are asking purchasers to sign waivers of liability. There are reports that some types of seed will be in short supply.
MarketingQuality, Grading, and ProductionMarkets are available for the crops grown in Mississippi. However, there are strict conditions on the product being sold, and unless these conditions are satisfied, there is little or no market demand at any price for the product. In fact, there is a standard or condition placed on most agricultural commodities such as cotton, soybeans, milk, etc. Farmers are sometimes surprised that fruit and vegetable buyers place such strict conditions on the products they purchase. Only if the farmer sells on the basis of grades will the fullest benefits of the grading system be realized. The wider the practice of selling on a graded basis, the less the possibility of fraud and deceit in the selling of goods by farmers. There is evidence a program of graded selling raises the quality of the goods sold. This improvement usually occurs as the producer realizes the things he can do to produce a crop of higher quality. Many of these things consist of changes, not the adoption of new or additional practices. For example, picking vegetables at the proper degree of ripeness can reduce spoilage. Such practices might become more widespread if the producers know what constitutes higher quality and higher valued products. Improved technology and knowledge will allow farmers to control the quality of the vegetable. Some practices needed for higher quality include proper timing, variety selection, harvesting procedures, drainage, soil fertility, insect and disease control, and field or shed processing.
Marketing PlanThe farmer's marketing plan consists of objectives, strategies, and tactics that assist an individual farmer with production and marketing decisions. The marketing plan is the farmer's blueprint for making decisions and capturing market opportunities. The market plan begins with a statement of goals and objectives. Usually there are several goals, and these must be ranked. And remember, making money is more often the result of reaching several goals. Examples of goals may include farm growth, production efficiency, preservation of the family farm, economic independence and market freedom, stability, and a reasonably priced food supply. As farmers choose their own goals, this conditions all of the marketing as well as production decisions. Objectives tell where farmers want to go. Strategies are the ways to get there. There are a number of strategies for achieving goals: (1) rapid growth versus slow but steady growth, (2) top dollar for each sale versus a reasonable average price over the long haul, (3) high risk and high profits versus lower risk and lower profits, (4) profit improvement through cost reduction versus price enhancement, (5) maximizing returns from farm product sales versus maximizing the asset value of the farm. Marketing tactics are the day-to-day decisions that implement farm marketing strategies. A farmer with a risk-minimizing strategy might prefer to contract-price his crop in the spring for fall delivery rather than take a chance on the harvest price. Another farmer with a high-profit, high-risk strategy might do just the opposite. The market plan is a vital tool for making and evaluating marketing success. Strategies follow from goals, and tactics follow from strategies. In this way, the marketing plan organizes and coordinates production and marketing decisions. The plan also provides a way to judge the success of the marketing effort. It must be flexible so that it can be altered at any time to fit new circumstances.
Additional ResourcesFresh Trends, The Packer, 1995 Greenhouse Tomatoes Pest Management in Mississippi, Mississippi State University Extension Service Publication 1861. Pat Harris, Frank Killebrew, and Herbert Willcutt, 1993. Insect, Disease, and Nematode Control Recommendations for Commercial Vegetables in Mississippi, Mississippi State University Extension Service Publication 554, Frank Killebrew, Joseph A. Fox, and Pat Harris, 1994. Produce Business, November 1994 Starting Vegetable Transplants, Mississippi State University Extension Service Publication 1995, Richard G. Snyder. InjectorPlanner - A spreadsheet approach to fertilization management for greenhouse tomatoes, Mississippi Agricultural and Forestry Experiment Station, Research Bulletin No. 1003, Richard G. Snyder, 1993. Evaluation of precocious yellow gene squash cultivars for tolerance to watermelon mosaic virus strain 2. HortTechnology. 3)4):421-423. Mississippi Agricultural and Forestry Experiment Station, Research Report, Publication No. J-8276, Richard G. Snyder, 1993. Environmental Control for Greenhouse Tomatoes, Mississippi State University Extension Service Publication 1879, Richard G. Snyder, 1993. Greenhouse Tomato Handbook, Mississippi State University Extension Service Publication 1818, Richard G. Snyder, 1992.
Prepared by Dr. Pat Harris and Dr. Joe Fox, Extension Entomologists; Dr. Frank Killebrew, Extension Plant Pathologist; Dr. John Byrd, Extension Weed Scientist; Jim Thomas, Extension Agricultural Engineer; Dr. Charles Walden and Dr. Kenneth Hood, Extension Economists; and Dr. Richard G. Snyder, Extension Horticulture Specialist. Publication
1999
Copyright by Mississippi State University. All rights reserved. This document may be copied and distributed for nonprofit educational purposes provided that credit is given to the Mississippi State University Extension Service.
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