Discounting Spotted Apples: Investigating Consumers’ Willingness to Accept Cosmetic Damage in an Organic Product, November 2006

Organic producers have limited methods of avoiding plant diseases that result in cosmetic damage to produce. Therefore, the appearance of organic produce is often less than perfect. We use an experimental auction to investigate how cosmetic damage affects consumers’ willingness to pay for organic apples. We find that 75% of the participants are willing to pay more for organic than for conventional apples given identical appearance. However, at the first sight of any imperfection in the appearance of the organic apples, this segment is significantly reduced. Furthermore, we find that there is a significant effect of interaction between cosmetic damage and product methods. Even though most consumers say they buy organic products to avoid pesticides, we find that cosmetic damage has a larger impact on the willingness to pay for organic apples than for conventional apples.

Development of a Coldwater Benthic Index in Iowa

Benthic macroinvertebrate assemblages do not appear to differ as markedly between coldwater and warmwater streams (in Iowa, at least) as do fish assemblages, and to our knowledge no parallel evaluation of benthic macroinvertebrate communities in coldwater streams has been conducted. What is known is that many taxa are exclusively collected in coldwater environments and are considered “rare” in Iowa from a biogeographical perspective. While the warmwater BMIBI has generally proven to work well as a diagnostic tool for Iowa’s streams, the streams of Iowa’s Paleozoic Plateau tend to group in the “excellent” to “good” qualitative rating categories. The streams of this area tend to be more ecologically intact than other areas of the state; however, there are some artifacts of the current warmwater BMIBI (most specifically metric scoring related to watershed size) that skew IBI values higher. Our objective is to develop a Coldwater Benthic Index (CBI) which will provide a more accurate assessment of streams classified, or potentially classifiable, as coldwater.