Macro-algae is an umbrella term for seaweed, which is an important ingredient in many novel food products in New Zealand and other Australasian countries. While attitudes, consumption motivation, knowledge, and socio-demographic consumer profiles have been investigated in specific countries in the region, consumer behavior such as willingness to eat and factors driving this behavior have not yet been explored. Therefore, the present study fills this research gap in a New Zealand context and explores predictors of New Zealand consumers’ willingness to eat macro-algae and their perceived trust towards the countries of origin of these products. The symbolic value of food, health importance, food safety concerns, and food fussiness were the factors under investigation. The work builds on an online questionnaire and a sample of 437 consumers mirroring the New Zealand population in terms of gender, age, and annual household income. Data were collected through an opt-in panel provider in November 2023. The data analysis consisted of descriptive statistics and partial least square structural equation modeling. Results show that health importance and food fussiness tendencies are the strongest predictors of willingness to eat and trustworthiness of the two countries of origin. Best practice recommendations for marketing managers in New Zealand food retail are provided.

Plant-based milk alternatives are important beverages in US consumer markets. Sustainability, consumer awareness, lifestyle changes, and other value-based reasons are why these beverages are increasing in popularity. The present study is focused on plant-based milk alternatives. It builds on an online consumer survey that explores the factors explaining US consumers’ willingness to try plant-based milk alternatives and their word-of-mouth sharing about these beverages. Animal welfare concerns, environmental concerns, health consciousness, and dairy preferences are the factors under investigation. Results show that animal welfare, dairy preference, environmental concerns, and plant-based milk enthusiasm are significant predictors for willingness to try plant-based milk alternatives. Dairy preferences, environmental concerns, and plant-based milk enthusiasm predict the word-of-mouth factors. Overall, plant-based milk enthusiasm is the strongest driver for both consumer behaviours. Best practice recommendations address marketers in the US food and beverage industry and provide suggestions on how to target different consumer groups based on nutritional preferences and needs and on value-based product characteristics.

The trend toward sustainable and healthy food consumption has stimulated widespread debate. US consumers demand healthy and sustainable food options and are increasingly interested in alternative proteins such as macro-algae, also known as sea-vegetables. The present study is built on the responses of an online survey aiming to explore US consumers’ commitment towards varying sea-vegetable-based products. Affordability, sustainability, taste, environmental friendliness, and health benefits, as well as product novelty and versatility, were the factors under investigation. All factors were found to be equally strong predictors for sea-vegetable product commitment. Best-practice recommendations for US food marketers and agricultural producers are also provided.

Lifestyle changes towards sustainable and healthy diets have given rise to superfoods. Sea vegetables, which are otherwise known as edible seaweeds fall in the category of superfoods and are perceived as sustainable and ethical food options. The present study is dedicated to US consumers’ willingness to buy and their willingness to pay a price premium for sea vegetables, providing insights and best-practice recommendations for marketing managers in the US food retail and gastronomy. An online consumer survey was distributed to explore predictors explaining willingness to buy and pay a price premium. Food engagement, food attributes, consumer knowledge, and health importance were the investigated predictors covered in the survey. Descriptive statistics and partial least square structural equation modelling were used to analyze the data. Food engagement and sea vegetable intrinsic and extrinsic attributes were identified as the strongest predictors for both willingness to buy and to pay a price premium. In contrast, health importance only influenced willingness to buy, and consumer knowledge only influenced willingness to pay a price premium. By focusing on the forms of consumer behavior with high commitment and exploring and validating the factors driving these consumers’ behaviors, the study fills an important research gap.

Alternative forms of food procurement have increased in consumer popularity since the occurrence of food price inflation and the ongoing recession in the U.S. The present study explores predictors such as food engagement, food-related COVID-19 concerns, and the importance of sustainable foraging practices as determinants for U.S. consumers’ preferences for food foraging. Two scenarios are investigated, the preference for food foraging over growing food and food foraging over regular food buying. The study is based on an online consumer survey (n = 401) and used partial least square structural equation modeling (PLS-SEM) for the data analysis. Results indicate that food engagement is the strongest predictor for both foraging over buying and foraging over growing scenarios. However, food-related COVID-19 concern appears to only be relevant for the foraging over buying scenario and the importance of sustainable growing practices is only relevant for the foraging over growing scenario. These findings are important because they indicate the attitudinal triggers of food foraging and are therefore of relevance to foraging communities and managers in municipalities, food retail, and horticultural businesses who are associated with traditional and alternative forms of food procurement.

Plant-based milk products are ultra-processed food products that enjoy a positive reputation as being safe, healthy, ethical, and sustainable. The present study is focused on these products and addresses the product and brand managers of US food retailers. A consumer survey explores the factors explaining US consumers’ preferences for and commitment to plant-based milk and other plant-based milk products. Environmental concerns, food safety, health, and sustainability concerns are identified as relevant predictors for both consumer behaviors. In addition, animal welfare concerns are relevant, but only for product commitment.

Dairy products such as cheese, butter, and yoghurt are popular staples in American households; however, alternative plant-based products are gaining increasing popularity. An online survey was conducted to investigate the factors that determine US consumers’ preferences for plantbased and regular milk-based products before and since the occurrence of food price inflation. The study used descriptive statistics and partial least square structural equation modelling for the analysis. The accessibility of plant-based substitutes, the perceived impact of food price inflation and associated consumer behaviour, engagement with food-related activities, and environmental concerns were important factors in both scenarios. Recommendations to marketers on how to target different consumer groups are offered.

Red clover (Trifolium pratense L.), a key perennial pastoral species used globally, can strengthen pastural mixes to withstand increasingly disruptive weather patterns from climate change. Breeding selections can be refined for this purpose by obtaining an in-depth understanding of key functional traits. A replicated randomized complete block glasshouse pot trial was used to observe trait responses critical to plant performance under control (15% VMC), water deficit (5% VMC) and waterlogged conditions (50% VMC) in seven red clover populations and compared against white clover. Twelve morphological and physiological traits were identified as key contributors to the different plant coping mechanisms displayed. Under water deficit, the levels of all aboveground morphological traits decreased, highlighted by a 41% decrease in total dry matter and 50% decreases in both leaf number and leaf thickness compared to the control treatment. An increase in root to shoot ratio indicated a shift to prioritizing root maintenance by sacrificing shoot growth, a trait attributed to plant water deficit tolerance. Under waterlogging, a reduction in photosynthetic activity among red clover populations reduced several morphological traits including a 30% decrease in root dry mass and total dry matter, and a 34% decrease in leaf number. The importance of root morphology for waterlogging was highlighted with low performance of red clover: there was an 83% decrease in root dry mass compared to white clover which was able to maintain root dry mass and therefore plant performance. This study highlights the importance of germplasm evaluation across water stress extremes to identify traits for future breeding programs.

Milk is an important dairy product in U.S. food retail. Lifestyle changes toward climate-conscious consumption, animal welfare, and food safety concerns have increased the popularity of plant-based milk alternatives. This study is focused on such beverages and provides insights and best practice recommendations for marketing managers in the U.S. food retail sector. An online survey was distributed to explore factors explaining the intentions of U.S. consumers to purchase and pay a premium for plant-based milk alternatives. Food curiosity and food price inflation were identified as relevant for both willingness to buy and willingness to pay a price premium. In addition, animal welfare concerns and the green and clean product image of plant-based alternatives were relevant to the willingness to pay a premium for plant-based milk.

This article, based on a project undertaken for Takahuri Whenua (the NZ Agricultural Greenhouse Gas Research Centre Programme), considers emerging opportunities in New Zealand in the plant-based animal product alternative and gluten-free markets. Three exemplar products are considered – peas (could also be fava beans), oats and Chestnuts

Since the occurrence of COVID-19 and food price inflation, alternative forms of food procurement increased in popularity. The present study is dedicated to urban foraging and aims to explore key factors driving food foraging behavior in the U.S. Two specific foraging behaviors, namely “leaving food behind” or “taking it all”, have been investigated in a gardening and non-gardening location. Leaving food behind is crucial to sustainable foraging practices, as it allows plants and ecosystems to recover and promotes fairness in foraging communities. Data was procured from an online consumer survey and analyzed using SmartPLS 4, which allowed the use of partial least square structural equation modeling (PLS-SEM). PLS-SEM is particularly suitable for complex exploratory studies as it does not require distributional assumptions. Results indicate that nature and food attitudes predict attitudes toward urban foraging. Foraging attitudes, such as food foraging is challenging and food foraging benefits people and the planet, which are the most important drivers for taking or leaving behaviors in both types of locations. These findings are of relevance to managers in municipalities, landscape designers, horticultural businesses, and other stakeholders who create, shape, and govern landscapes used for food foraging.

This report presents the findings of a value chain assessment undertaken as part of Takahuri Whenua. The objectives for the project were to investigate the potential markets for new crops, their infrastructure requirements, and to provide an indication of the supply requirements for an economic processing plant.

Three crops (products) were selected for consideration: Oats for milk; Peas (or beans) for protein extraction and; Chestnuts for flour production.

Introduction: This study is dedicated to urban foraging and explores key factors that determine consumer willingness to try foraged food, willingness to spend time and effort, accept risk as well as make a commitment towards food foraging. Methods: A conceptual model is presented where general perceptions of nature, food foraging, and Covid-19 influence 3 specific attitudes about food foraging which drive 4 behavioural intentions towards food foraging. The model was tested using partial least square structural equation modelling. Results: Results emphasize that the strongest driver of willingness to try are the approval of responsible food foraging activities and the individual benefits of food foraging. For the willingness to spend extra time and effort, all the predictors have some impact. In terms of willingness to accept risk, approval of responsible food foraging activities and the societal benefits of food foraging are influential. For commitment to food foraging, the individual and societal benefits are the most important key drivers. Discussion: These findings are of relevance to marketing managers in the food industry and gastronomy, as well as municipalities, landscape designers, and horticultural businesses.

Consumer willingness to accept alternative meat products has been widely explored. However, few studies have explored the key factors driving and inhibiting willingness to try, buy and pay a price premium for plant-based proteins, fungal-based proteins and cultured muscle tissue. Therefore, the present study is dedicated to this research gap and proposes a model that combines driving and inhibiting factors such as food neophobia, food technology neophobia, the environmental and specific benefits of alternative meat products as well as intrinsic attributes of meat such as taste, texture and smell. Partial least squares structural equation modeling shows that the largest drivers of consumer willingness to consume meat substitute are their perceived suitability (specific benefits) and environmental impact. Conversely, the biggest inhibitors to consumption were the nutritional importance of meat, the importance of meat taste, texture, and smell, and food neophobia and food technology neophobia. How the drivers and inhibitors varied between plant-based, fungal-based, and cultured muscle tissue are discussed and implications for industry leaders and future research are discussed.

Cultured meat is a relatively new product, enjoying consumer appreciation as a more sustainable meat option. The present study builds on a sample from a diverse set of countries and continents, including China, the US, the UK, France, Spain, Netherlands, New Zealand, Brazil, and the Dominican Republic and uses partial least square structural equation modelling. The proposed conceptual model identified key factors driving and inhibiting consumer willingness to try, buy, and pay a price premium for cultured meat. Results relate to the overall sample of 3091 respondents and two sub-sample comparisons based on gender and meat consumption behaviour. Food neophobia, having food allergies, being a locavore, and having concerns about food technology were found to be inhibiting factors towards willingness to try, buy, and pay a price premium for cultured meat. Food curiosity, meat importance, and a consumer’s perception of cultured meat as a realistic alternative to regular meat were found to be important drivers that positively impacted consumers’ willingness to try, buy and pay more. Best practice recommendations address issues facing marketing managers in food retail and gastronomy.

Mycoprotein is a fungal-based meat alternative sold in food retail in various countries around the world. The present study builds on a multi-national sample and uses partial least square structural equation modeling. The proposed conceptual model identified key factors that are driving and inhibiting consumer willingness to try, buy, and pay a price premium for mycoprotein. The results relate to the overall sample of 4088 respondents and to two subsample comparisons based on gender and meat consumption behavior. The results show that the biggest drivers of willingness to consume mycoprotein were healthiness, followed by nutritional benefits, safe to eat, and sustainability. Affordability and taste had mixed results. Willingness to consume mycoprotein was inhibited if nutritional importance was placed on meat and, to a lesser extent, if the taste, texture, and smell of meat were deemed important. Best practice recommendations address issues facing marketing managers in the food industry.