Hayes, Taylor E.; Robinson, Chadelle; Acharya, Ram; Flores, Nancy; Yao, Shengrui
Agricultural producers diversify their operations to reduce vulnerabilities to market and weather fluctuations. Agriculture producers in New Mexico often search for profitable, water efficient alternative crops and have shown interest in jujube fruit. A sensory evaluation determined consumer preferences of dried jujube based solely on the shape of the sample. An ordered probit regression model analyzed the data to determine the willingness to purchase. The analysis showed more than half of the participants were overall likely to purchase and had a clear preference for the circular shaped sample jujube fruit. This evidence supports jujube as a successful alternative crop.