Kathy Kelley Ph.D.

Cooperative Extension Educational Focus

As consumer demand changes and as competitive forces increase, it is crucial to inform horticultural stakeholders about strategies they should consider to best appeal to customers. A component of my extension program is to develop business and marketing educational resources (e.g., presentations, fact sheets, blog entries, and webinars) for horticultural crop producers and retailers.   

Presentations that I have developed to assist audience members with understanding realistic marketing strategies, consumer research techniques, and better understand what goods and services consumers truly desire include:

• The importance of consumers to horticultural retail businesses
• Products: Goods and services offered by horticultural retailers and how they have evolved over time
• Products: Wine, consumption trends, and the tasting room experience
• Place: Distribution methods commonly used by horticultural retailers and retail outlets for horticultural goods
• Establishing prices for horticultural goods
• Key business ratios retailers must understand in order to be sustainable and profitable
• Promotion: Theory and “how-to”
• Promotion: Commonly used activities
• Promotion: Adding social networking to the mix
• Promotion: Learning about and responding to online customer reviews
• Developing events to appeal to your consumer clientele
• Cause marketing: Showing the community you care while being profitable
• Marketing to U.S. generations
• Marketing to ethnic and racial segments in the U.S.
• Marketing to women
• Branding horticultural products
• Creating a customer loyalty program
• Co-existing with discount mass merchandisers
• Creating a retail shopping experience
• Designing a retail outlet: The exterior and interior structure
• Designing a retail outlet: Layout, product display, and signage
• How to conduct marketing and consumer research
• Employee management

Teaching Responsibilities

• HORT 455. Retail Horticulture Business Management (3 credits). This course is designed to provide students with the tools necessary to operate successful horticultural retail businesses. Topics include: marketing principles, buying an existing business, store design and layout, employee management, customer service, branding concepts, and loyalty programs. Online discussions allow for an open exchange between students and the instructor and provide a venue for directing students to online resources. 
• HORT 410W. Issues in Landscape Contracting (3 credits). This course is co-taught with Dr. James Sellmer, associate professor of ornamental horticulture, in the fall of each year. The goal of the course is to provide students with a perspective on business management, regulatory, and environmental issues facing the landscape contracting profession. Landscape contractors, industry representatives, and related are invited to speak with and discuss their experiences, issues they face, and expectations of future employees and business owners.

International Experiences

New Zealand Sabbatical. From February 1 through July 23, 2011, I was on sabbatical in New Zealand to investigate consumer attitudes and behavior with respect to wine preferences and consumption.  I completed this objective by conducting research in collaboration with faculty at Lincoln University, Lincoln, New Zealand.  New Zealand, a nation distant from large primary markets, has been able to encourage a sizeable grape production and processing industry and to command a respectable international presence, all lessons applicable to the U.S. and state wine industries.  New Zealand has been recognized as “one of those countries whose star is rising” in the wine world http://bit.ly/pTUlM , with the country’s Sauvignon Blanc “acclaimed throughout the world as the definitive benchmark style for the varietal” www.nzwine.com/winestyle/blanc.php and aiming for similar standards for its Pinot Noir.  Project outcomes will benefit domestic winery and vineyard owners and operators by providing a solid comparative perspective on how another nation’s wine industry is reacting to current global economies and positioning itself for sustainability.  This comparative perspective will also allow me to introduce valuable international benchmarks and examples into my teaching and extension programs.

Main objectives:

• Gain knowledge about viticulture and enology in order to better understand marketing and business management issues the wine industry faces
• Identify key trade and peer reviewed journals, online sources, industry leaders, and regional/international research projects
• Learn about current wine marketing and consumer research issues 
• Learn how the New Zealand wine industry gained recognition for producing high quality wines within a 30 year period
• Better understand how wine regions within New Zealand differ and how the industry overall plans to meet the challenges of a national and global wine glut
• Compare and contrast New and Old World wine industries and how they vary in their approach to production, processing, and marketing
• Develop a list of research objectives for a consumer survey to be conducted in the Mid-Atlantic Region of the U.S.
• Continue focusing teaching, extension, and research efforts on the wine industry after my return from my sabbatical 

Short Term Study Abroad Courses. On three separate occasions, I have collaborated with horticulture (James Sellmer) and landscape contracting faculty (Martin McGann and Dan Stearns) to develop short-term study abroad experiences for our students.  Specifically, I have been involved in developing course outlines, contributing to delivering pre-trip content, organizing and reviewing student projects, helping with travel logistics, and serving as a marketing and consumer research source on the tour.

• Agribusiness Dutch Horticulture Study Tour, 2006
• Landscape Italy Study Abroad Short Course, 2007
• Landscape Contracting and Horticulture:  Paris & the French Countryside – Gardens and Landscapes of Distinction, 2009

Management Volunteer Consultant.  I have served four times in the capacity of an Agribusiness Management Volunteer Consultant for the Citizens Network for Foreign Affairs (CNFA), a nonprofit organization based in Washington, DC. During all assignments, I traveled to Eastern Europe for 12 to 18 days to assist small business-owners.

• Business Management and Financial Management. May 31 to June 18, 2005. My role was to develop and deliver a three-day training program to four agribusiness dealers and their employees. During the sessions, I helped attendees understand content that should be included in a business plan, financial documents that need to be develop, and key business ratios to be calculated. Several audience members were also interested in learning about marketing techniques small businesses in the U.S. implement. I showed examples and discussed specific promotional strategies that the business owners could adopt for their own enterprises. Following the completion of the training sessions, I visited each of the agribusinesses in their respective cities (Kirovograd, Vinnitsa, and Mykolayiv) to work individually with the agribusiness dealers on problems and issues they were facing.
• Marketing of Fruits, Vegetables and Value-Added Products. 7 to 23 June, 2006. During my second assignment, I worked with a group of 12 farmers, the Kiev Fruit and Vegetable Farmers, to determine potential markets for fresh fruits and vegetables, as well as opportunities for value-added products. I conducted two training sessions where participants learned basic marketing strategies and viewed examples of products, packaging, and promotions used by small-scale growers in the U.S. I also visited growers on their farms and discussed their individual marketing problems, interests, and potential opportunities. To gain a perspective on how fresh fruits and vegetables, processed produce, and frozen produce is marketed and purchased, I visited several open-air markets, supermarkets, and club stores in Kiev and Bila Tserkva. During the visits, I observed consumers shopping, documented retail prices and product offering, and used the information to help the growers understand what product categories are saturated with goods and where potential still exists.
• Direct and Wholesale Marketing of Vegetables. 18 April to 4 May, 2007. I served as an agribusiness volunteer during my third assignment in Ukraine in Abrikosovo Village on the Crimean Peninsula. During my assignment, I worked directly with the lead of a group of farmers who were in the processing of developing a cooperative. Among the vegetables being produced farmers grew potatoes, beets, carrots, cabbage, and onion. I assisted the growers with developing a simplified marketing plan and helped them identify the strengths, weaknesses, opportunities, and threats the cooperative faced. I also delivered two presentations to help the growers understand marketing strategies that they could implement themselves, the importance of quality control, and how to determine produce and market success.
• Direct Marketing Strategies for Fruits and Vegetables. 13 to 24 June, 2008. For my fourth agribusiness assignment, I traveled to Chisinau, Moldova and presented direct marketing information to growers living in three separate villages in Straseni Rayon. Growers were informed about how to differentiate their booth space at open-air markets from their competitors using signage and point-of-purchase materials with recipes and the grower’s contact information, the importance of packaging produce as opposed to selling produce loose, and expanding their product mix with addition varieties and specialty vegetables. When talking with the growers, I stressed the importance of maintaining the quality of the vegetables they sell and to find a secondary market for culls. Additionally, I talked with growers about capitalizing on the belief that produce grown in Moldova tastes better and is higher quality than imported produce, and that signage at the market should that locally-grown produce is available.

Service Learning Experiences

LouisianA Getaway: Networking and Interacting with Agribusiness through Personal, Practical Experiences (LAGNIAPP) (HORT 497B, Cross listed with Agricultural Business, AGB 497G, and Architectural Engineering, AE 497F; 3 credits). Dr. Kelley collaborated with faculty in the Department of Agricultural Economics and Rural Sociology and Department of Architectural Engineering to develop a service learning course. Based on the desire to assist agricultural-related businesses affected by Hurricane Katrina, in August of 2005, and to provide students with an outlet to help those in need, a three-credit course and relief effort was organized. Fifty students traveled to New Orleans during Spring Break 2006, gained experience in working in teams, and learned the value and rewards of helping independent business-owners, greenhouse and botanical garden managers, and growers with demolition, construction, and clean-up.

Select Research Projects

End-user consumers ultimately decide the fate of horticultural goods and services. Investigating preferences for edible products through consumer research insures that producers are aware of consumer needs and can fulfill their demands. Data is collected from consumers using a variety of survey methods (telephone, intercept, Internet, and focus group sessions). Information is shared with industry members as the initial step toward educating them about consumer attitudes and behaviors. Primarily research studies have included: 

• Based on my sabbatical experiences, I have conducted research, in collaboration with Jeffrey Hyde, associate professor of agricultural economics, to learn what information East Coast consumers feel should be placed on wine labels, their preferences for bottle sizes and materials, and participation in events and tasting room visits.  In addition, data has been collected pertaining to attitudes towards East Coast wine compared to other U.S. regions and Old and New World wines. 
• Ethnic consumer interest in purchasing of ethnic greens and herbs.  This multi-state, multi-discipline research project, funded by the USDA Specialty Crop Research Initiative grant and directed by Ramu Govindasamy, Professor, Dept. of Agricultural, Food and Resource Economics at Rutgers University, focuses on how to better market authentic ethnic products to Asian Indian, Chinese, Mexican, and Puerto Rican consumers who reside along the East Coast of the U.S.  By conducting online focus group sessions and telephone surveys we have gathered data that will assist producers with determining what crops they could grow and help retailers market the crops to these individuals.  Data collected from intermediaries (brokers, wholesalers, and retailers) will allow us to better understand what issues or difficulties they have with sourcing and selling these goods. 
• Agricultural businesses have several opportunities to host events and draw consumers to their businesses for them to participate in activities such as hayrides, wine tasting, and school field trips.  This research, funded by the USDA Federal State Marketing Improvement Program and directed by Ramu Govindasamy, Professor, Dept. of Agricultural, Food and Resource Economics at Rutgers University, focuses on collecting data from consumers and allow business owners and operators to better understand what events and activities are of greatest interest and how to encourage customers to visit on more than one occasion. 
• Consumer demand for locally-grown and certified-organic apples and processed products. Sensory evaluations, Internet surveys, and other methodology have been used to better understand attitudes and behaviors towards these apples. Research is conducted in conjunction with Jeffrey Hyde, associate professor of agricultural economics, James Travis, professor emeritus of plant pathology, and Robert Crassweller, professor of tree fruit.
• Consumer interest in value-added processed products. “Time stressed” consumers often search for partially or fully-prepared food items that ease the burden of providing their families with meals cooked and served in the home. Internet studies have been conducted to determine consumer interest in locally-grown and processed value-added product. Both product type and appeal of purchasing directly from the grower have been investigated. Research is conducted in conjunction with Jeffrey Hyde.
• Mid-Atlantic Specialty Crop Research Initiative. Research conducted along with Dr. Jeffrey Hyde and Amy Chamberlain, former graduate research assistant, and funded by the USDA Specialty Crop Research Initiative grant  http://www.csrees.usda.gov . For this research project, four Internet surveys were developed and implemented by targeting consumers residing in five metropolitan areas within the Mid-Atlantic region: Baltimore, New York City, Philadelphia, Richmond, and Washington, D.C. Survey questions were developed to investigate factors influencing consumer purchasing decisions regarding fresh produce and value-added, processed products. Additional questions examined the role and impact of increasing food prices, rising energy costs, concerns about food safety, quality, availability, affordability, and other economic factors currently affecting produce purchases. For more information about this project, visit  www.midatlanticspecialtycrops.com .
• Marketing strategies for as edamame (Glycine max L.), also known as edible soybean or vegetable soybean. To help develop the program, the USDA Federal State Marketing Improvement Program funded a proposal to study production and marketing of edamame as an alternative crop for small growers. Marketing research has focused on: initial consumer interest and potential demand for the bean; sensory preference for edamame cultivars, based on taste, texture, and visual appeal; distribution of edamame cultivars to professional chefs, to estimate demand in the food service sector; true demand for packaged in-shell edamame in supermarkets; and interest and appeal of an edamame-based vegetable patty.

Refereed Publications

• Cornelisse, S., J. Hyde, C. Raines, K. Kelley, D. Ollendyke, and J. Remcheck. Entrepreneurial extension conducted via social media. Journal of Extension 49(6):  http://www.joe.org/joe/2011december/tt1.php .
• Kelley, K.M., J.C. Sellmer, and R.H. Robert. 2010. Survey responses identify community member interest in visiting public gardens and arboreta. HortTechnology. 20(6):1001-1009.
• Kelley, K., J. Hyde, J. Travis, and R. Crassweller. 2010. Assessing consumer preferences for scab-resistant apples: A sensory evaluation. HortTechnology. 20(5):885-891.  
• Kelley, K.M., J.C. Sellmer, and R.H. Robert. 2010. Developing strategies to increase visits to public gardens and arboreta by surveying community residents. HortTechnology. 20(5):902-914.
• McCoy, M.S., K.M. Kelley, and D.T. Stearns. 2008. Factors influencing consumers’ selection of a landscaping service provider. HortTechnology 18(1):148-153.
• Phillips, J., E.J. Holcomb, and K.M. Kelley. 2007. Determining interest in value-added planters: Consumer preference and current grower and retailer supply. HortTechnology 17(2):238-246.
• Wehry, R.H., K.M. Kelley, R.D. Berghage, and J.C. Sellmer. 2007. Developing a state plant promotion program based on consumer gardening interests, experiences, and preferences for brand attributes, presentation, and retail price. HortScience 42(3):547-580.
• Kelley, K.M. and R.M. Bates. 2006. Containerized table-top Christmas trees: Interest among Pennsylvania consumers and attitudes concerning care and handling. Journal of Extension 45(1): http://www.joe.org/joe/2007february/rb7.shtml .
• Montri, D.N., K.M. Kelley, and E.S. Sánchez. 2006. Consumer interest in fresh, In shell edamame and acceptance of edamame-based patties. HortScience 41(7):1616-1622.
• Montri, D.N., K.M. Kelley, and E.S. Sánchez. 2006. Direct marketing edamame (Glycine max [L.] Merrill) to professional chefs. Journal of Extension 44(1): http://www.joe.org/joe/2006february/rb4.shtml .
• Kelley, K.M., J. Stumpf, J.C. Sellmer, and R.M. Bates. 2006. Invasive Plant Species: Results of a consumer awareness, knowledge, and expectations survey conducted in Pennsylvania. J. Environ. Hort. 24(1):53-58.
• Kelley, K.M. and R.H. Wehry. 2006. Consumer interest in gardening topics and Journal of Extension 44(2):  http://www.joe.org/joe/2006april/rb7.shtml
• Kelley, K.M. and E. Sánchez. 2005. Accessing and understanding consumer awareness of and potential demand for edamame (Glycine max [L.] Merrill). HortScience 40(5):1347-1353.
• Sánchez, E., K. Kelley, and L. Butler. 2005. Effect of seedling emergence on edamame production. HortTechnology 15(3):672-676.
• B.K. Behe, R.M. Walden, M. Duck, B. Cregg, K.M. Kelley, and R.D. Lineberger. 2005. Consumer preferences for and cost of production of tabletop Christmas trees. HortScience 40(2):409-412
• Wehry, R.H., K.M. Kelley, R.D. Berghage, and J.C. Sellmer. 2005. Using intercept and telephone survey methods to assess consumer awareness and purchasing of Pennsylvania Gardener Selects. HortTechnology 15(1):157-163.
• Sellmer, J.C., N. Ostiguy, K. Hoover, and K.M. Kelley. 2004. Assessing the integrated pest management practices of Pennsylvania landscape companies. Journal of Arboriculture 30(4):253-259.
• Sellmer, J.C., N. Ostiguy, K. Hoover, and K.M. Kelley. 2004. Assessing the integrated pest management practice of Pennsylvania nurseries. HortScience 39(2):297-302.
• Sellmer, J.C., Kelley, K.M., S. Barton, and D.J. Suchanic. 2003. Assessing consumer knowledge and use of landscape plant health care and integrated pest management practices through a computer-based interactive survey. HortTechnology 13(3) 556-561.
• Sellmer, J.C., K.M. Kelley, D.J. Suchanic, and S.Barton. 2003. An interactive survey to assess consumer knowledge about landscape plant health care and IPM practices. Journal of Extension 41(2)  http://www.joe.org/joe/2003april/rb4.shtml .
• Kelley, K.M. and B.K. Behe. 2003. Focus-group sessions suggest both kids and adults eat and enjoy fresh carrots. HortTechnology 13(2):393-394.
• Kelley, K.M., B.K. Behe, and E.H. Moore. 2003. Comparison of consumer purchasing of Campanula carpatica Jacq. ‘Blue Clips’ in selected retail stores as an indoor pot-plant. HortScience 38(1):121-123.
• Kelley, K.M., A.C. Cameron, J.A. Biernbaum, and K.L. Poff. 2003. Effect of storage temperature on the quality of edible flowers. Postharvest Biology and Technology 27(3):341-344.
• Kelley, K.M., B.K. Behe, J.A. Biernbaum, and K.L. Poff. 2002. Consumer purchase and use of edible flowers: Results of three studies. HortTechnology 12(2):282-287.
• Kelley, K.M., B.K. Behe, J.A. Biernbaum, and K.L. Poff. 2002. Combinations of colors and species of containerized edible flowers: Effect on consumer preferences. HortScience 37(1):218-221.
• Kelley, K.M. and B.K. Behe. 2002. Chefs’ perceptions and uses of ‘Colossal’ chestnuts. HortTechnology 12(1):172.
• Kelley, K.M., B.K. Behe, J.A. Biernbaum, and K.L. Poff. 2002. Consumer ratings of edible-flower quality. HortTechnology 11(4):644-647.
• Kelley, K.M., B.K. Behe, J.A. Biernbaum, and K.L. Poff. 2001. Consumer preference of edible-flower color, container size, and price. HortScience 36(4):801-804.
• Kelley, K.M., B.K. Behe, J.A. Biernbaum, and K.L. Poff. 2001. Consumer and chef perception of three edible-flower species. HortScience 36(1):162-166.

Published Proceedings

• Govindasamy, R., K. Kelley, and V. Puduri. 2011. Using Internet Bulletin Board Focus Group Sessions to Elicit Consumer Preferences for Ethnic Greens and Herbs. Journal of Food Distribution Research, 63(1).
• Kelley, K., A. Chamberlain, and J. Hyde. 2010. Consumer attitudes and purchasing intent: A Project Update of the Mid-Atlantic Specialty Crop Research Initiative. 2010 New Jersey Vegetable Growers Convention.
• Kelley, K.M. 2010. Basics of marketing: How will you distribute your product?  2010 Mid- Fruit and Vegetable Convention.
• Kelley, K.M. 2009. Consumer Behavior and Preference for Locally-Grown and Certified-Organic Produce and Value-Added Products.  2009 Mid-Atlantic Fruit and Vegetable Convention.
• Kelley, K.M. 2009. Using trends, tips, and techniques to encourage sales in your retail outlet. 2009 Mid-Atlantic Fruit and Vegetable Convention, pgs. 54-55.
• Kelley, K.M. 2008. Implementing a customer loyalty program. 2008 Mid-Atlantic Fruit and Vegetable Convention, pgs. 54-55.
• Kelley, K.M. 2007. Promotional strategies for your horticultural business. 2007 Mid-Atlantic Fruit and Vegetable Convention, pgs. 55-56.
• Kelley, K.M. 2007. Population trends: Does this change your consumer outlook? 52nd New Jersey Annual Vegetable Meeting, pgs. 26-27.
• Kelley, K.M. 2006. Population trends: Does this change your consumer outlook? 2006 Mid-Atlantic Fruit and Vegetable Convention, pgs. 50-51.
• Kelley, K.M. 2006. Pricing strategies for horticultural products. 2006 Mid-Atlantic Fruit and Vegetable Convention, pgs. 61-62.
• Kelley, K.M., B.K. Behe, R.M. Walden, and J.B. Harte 2005. Carrot consumer segmentation and perceptions of pasta sauce and orange juice enhanced with carrot juice. Acta Horticulturae 655:129-134.
• Kelley, K.M. 2005. Understanding and creating value-added products for the end-user consumers. The University of Arizona 2005 Greenhouse Crop Production and Engineering Design Conference, Section 14.
• Kelley, K.M. 2005. An application in culinary herbs: Marketing and production of edible flowers. The University of Arizona 2005 Greenhouse Crop Production and Engineering Design Conference, Section 22.
• Kelley, K.M. 2004. What consumers want: Demand for organic products in the market place. 2004 Mid-Atlantic Fruit and Vegetable Convention, Volume I, pg. 28.
• Kelley, K.M. 2004. Marketing principles: The concept of value-added. 2004 Mid-Atlantic Fruit and Vegetable Convention, Volume II, pg. 69-70.
• Kelley, K.M., B.K. Behe, J.A. Biernbaum, and K.L. Poff. 2004. Consumer and professional chef perceptions and acceptance of edible flowers. Acta Horticulturae 663:475-482.
• Sánchez, E. and K. Kelley. 2003. Evaluation of edamame (vegetable soybean) cultivars for production potential and consumer Preference in Pennsylvania. Proceedings of the 33rd Annual Mid-Atlantic Vegetable Workers Conference, pg. 34-38.
• Sánchez, E. and K. Kelley. 2003. Investigation of marketing strategies and production techniques of edamame (vegetable soybean) for small farms. 2003 Mid-Atlantic Fruit and Vegetable Convention, Volume I, pg.71-72.
• Kelley, K.M. and R. Wehry. 2003. Selling more with the Gardener Selects program. 2003 Mid-Atlantic Fruit and Vegetable Convention, Volume II, pg. 5-6.
• Behe, B., K. Kelley, J. Heilig, and R. Walden. 2002. Survey of southern growers of annuals and perennials. Southern Nursery Association Research Conference Proceedings. 45:516-518.
• Kelley, K.M. 2002. Marketing edible flowers: Add a splash of color to that dish. Mid-Atlantic Fruit and Vegetable Convention pg. 66-67.
• Kelley, K.M. 2002. Working with a florist? What does a florist want? 2002 Mid-Atlantic Fruit and Vegetable Convention pg. 120-121.
• Behe, B., A. Cameron, K. Kelley, E. Moore, E. Nausieda, B. Fausey, R. Heins, and W. Carlson. 2001. Turning perennials inside out. Nursery and Landscape Research Projects and Educational Programs. Michigan State University Extension pg.14-15.
• Behe, B., K. Kelley, J. Heilig, and R. Walden. 2001. Survey of southern growers of annuals and perennials. Southern Nursery Association, Inc. Research Conference 46:542-546.
• Fernandez, T., B. Behe, K. Kelley, R. Heins, and W. Carlson. 2001. Photoperiod, temperature and chilling requirements for forcing blooms of flowering shrubs. Nursery and Landscape Research Projects and Educational Programs. Michigan State University Extension pg. 16-17.
• Kelley, K.M. 2001. What consumers want: Demand for organic products in the market place. Proceedings of the Michigan State University Fruit School pg. 6-11.
• Phares, M., K. Kelley, and B. Behe. 2001. Telephone survey results show that home landscapes are important to consumers. Nursery and Landscape Research Projects and Educational Programs. Michigan State University Extension pg. 45-46.
• Phares, M., K. Kelley, and B. Behe. 2001. Telephone survey results show that home landscapes are important to consumers. Southern Nursery Association, Inc. Research Conference 46:549-551.
• Moore, E., B. Behe, and K. Kelley. 2000. Why consumers buy potted flowering plants: A focus group study of Master Gardeners. Southern Nursery Association, Inc. Research Conference 45:516-518.
• Kelley, K.M. 1999. Edible flowers: How to. Grown in Michigan Festival. Michigan Organic Food and Farm Alliance and Michigan Department of Agriculture pg. 7.

Non-Refereed Publications

• Kelley, K.M. 2011. Cross promotion: Partnering with other businesses to better serve your customers. Ohio Florists’  Association, OFA Bulletin 930:1, 9, 10.
• Kelley, K.M. 2008. Layout and design for retail horticulture businesses. Ohio Florists’ Association, OFA Bulletin 910:4-5.
• Kelley, K.M. 2007. Implementing a customer loyalty program. Ohio Florists’ Association, OFA Bulletin 905:1, 12-14.
• Phillips, J., J. Holcomb, and K. Kelley. 2006. A traditional product with a twist: Consumer preference for value-added poinsettia planters. A Growing Interest, The Pennsylvania Floral Industry Association’s Newseltter. Fall 2006: 12-13.
• Kelley, K.M., J.R. Conklin, J.C. Sellmer, and R.M. Bates. 2006. Invasive plant species: Consumer awareness, knowledge, and expectations. Perennial Plants, Quarterly Journal of the Perennial Plant Association 2:6-12, 14, 16.
• Kelley, K.M. 2005. Shift your focus to meet your 'time-stressed' customer' s needs. Ohio Florists' Association, OFA Bulletin 891:4-6.
• Kelley, K.M. and R.M. Bates. 2005. Containerized table-top Christmas trees: Part II. Pennsylvania Christmas Tree Growers Association Bulletin. Bulletin no. 247:12-14.
• Kelley, K.M. and R.M. Bates. 2004. Containerized table-top Christmas trees: Part I. Consumer demographics and grower perspectives. Pennsylvania Christmas Tree Growers Association Bulletin. Bulletin no. 246:10, 12-14.
• Kelley, K.M., R.H. Wehry, R.D. Berghage, and J.C. Sellmer. 2005. Green innovation: Point-of-purchase materials research. Pennsylvania Landscape & Nursery Magazine 51(1):56-57.
• Wehry, R.H., K.M. Kelley, R.D. Berghage, and J.C. Sellmer. 2003. Building a state plant promotional program: A marketing effort. Pennsylvania Floral Industry Association Bulletin. Fall 2003: 6-8.
• Kelley, K.M. 2003. What to consider to make your store the preferred place to shop. Ohio Florists' Association, OFA Bulletin 878:1, 8-9.
• Behe, B., A. Cameron, K. Kelley, L. Morre, E, Nausieda, B. Fausey, K. Kern, R. Walden, and W. Carlson. 2002. Turning perennials inside out: Aquilegia. GMPro 22(4):18-21.
• Behe, B., A. Cameron, K. Kelley, L. Morre, E, Nausieda, B. Fausey, K. Kern, R. Walden, and W. Carlson. 2002. Turning perennials inside out: Campanula. GMPro 22(3): 22-25.
• Behe, B., A. Cameron, K. Kelley, L. Morre, E, Nausieda, B. Fausey, K. Kern, R. Walden, and W. Carlson. 2002. Turning perennials inside out: Lavender. GMPro 22(2):20-22.
• Behe, B., A. Cameron, K. Kelley, L. Morre, E, Nausieda, B. Fausey, K. Kern, R. Walden, and W. Carlson. 2002. Turning perennials inside out: Introduction. GMPro 22(1):32-35.
• Behe, B., A. Cameron, K. Kelley, E. Moore, E. Nausieda, B. Fausey, R. Heins, and W. Carlson. 2002. Turning perennials inside out. The MichiganLandscape 45(3):52, 53, 56 57.
• Kelley, K.M. and B.K. Behe. Fall 2001. Chefs' perceptions and uses of 'Colossal' chestnuts. The Western Chestnut, published by The Western Chestnut Growers Assn., Inc. 3(4):9-10.
• Kelley, K.M., and B.K. Behe. 2001. Chefs' perceptions and uses of 'Colossal' chestnuts. Midwest Nut Producers Council, MNPC Journal, February 2001 issue, pg.1-3.
• Kelley, K.M. and N.C. Peterson.1997. Techniques used to assess cold hardiness. The Voice, published by The Michigan Nursery and Landscape Association 40(2):16-17, 21.
• Kelley, K.M. and N.C. Peterson.1996. Frost and cold protection methods. The Voice, published by The Michigan Nursery and Landscape Association 39(5):24-25.
• Kelley, K.M. and N.C. Peterson.1996. Low temperatures and desiccation injury. The Voice, published by The Michigan Nursery and Landscape Association 39(4):26.
• Kelley, K.M. and N.C. Peterson.1996. Water influences plant cold hardiness. The Voice, published by The Michigan Nursery and Landscape Association 39(3):26-27, 35.
• Kelley, K.M. and N.C. Peterson.1996. Factors affecting roots during the winter months. The Voice, published by The Michigan Nursery and Landscape Association 39(1):26-27.

Value-Added Marketing Fact Sheets

Fact Sheets range in length of one to four pages and are intended to give producers, wholesalers, and retailers a brief understanding of marketing and business management topics. Fact sheets are housed on the Farm Management web site: http://farmbusiness.psu.edu/ValueAdd.cfm

• Kelley, K. and D. Ollendyke. 2011. Internet marketing: Monitoring the effectiveness of your web presence.
• Kelley, K. and D. Ollendyke. 2001. Internet marketing: Monitoring online discussion about your business.   
• Kelley, K. and D. Ollendyke. 2010. Social media for agricultural businesses: YouTube.
• Kelley, K. and S. Cornelisse. 2009. Building your business with an e-mail marketing program. 
• Kelley, K. 2009. Understanding your customers: How demographics and psychographics can help.
• Kelley, K. 2008. Creating and hosting events at your agribusiness: Providing entertainment, helping families build memories, and increasing sales
• Kelley, K. 2007. Merchandise presentation for agricultural retail businesses.
• Kelley, K. 2007. Layout and design for retail agricultural businesses.
• Kelley, K. 2006. Using loyalty programs to attract consumers to value-added businesses.
• Kelley, K. 2006. Marketing to professional chefs.
• Kelley, K. 2006. Winery tasting room essentials.
• Kelley, K. 2005. Community Supported Agriculture: Part I. Getting started.
• Kelley, K. 2005. Community Supported Agriculture: Part II. Members and their roles.
• Kelley, K. 2005. An introduction to new generation cooperatives.

Agricultural Entrepreneurship Blog  

Blog entries are written to provide information that is both timely and that complements other written and electronic publications and materials.  Blog entries can be found at:  http://farmbusiness.blogspot.com

• Retailers - keep rotating merchandise and rearranging displays. Nov. 18, 2011
• Collaborating with complementary businesses. Mar. 9, 2011
• Adapting flash sales website strategies to drives business to your store. Mar. 7, 2011
• Learning directly from your customers. Nov. 11, 2010
• Responding to customer reviews. Nov. 8, 2010
• Additional web and email monitoring tools. Nov. 8, 2010
• Inviting consumers to post reviews on your website. Nov. 4, 2010
• Monitoring your business's online presence. Nov. 1, 2010
• Events- know when and how to host them. Oct. 27, 2010
• You have the space, now use it! Oct. 23, 2010
• Adding to your product mix - before, during, and after you commit to selling niche products. Oct. 19, 2010
• How does your product offering grow. Oct. 15, 2010
• Tips and techniques you can use in the retail outlet to appeal to your female customer. Oct. 12, 2010
• Marketing to women: Strategies to attract her to your store and keep her there. Oct. 8, 2010
• Can YouTube be used to help you market your ag. business? Part II. Oct. 5, 2010
• Can YouTube be used to help you market your ag. business? Part I. Oct. 1, 2010
• Alerting customers about a new product. Part II. Aug. 16, 2010
• Alerting customers about a new product. Part I. Aug. 10, 2010

Mid-Atlantic Specialty Crops Newsletters

Biweekly articles were written in conjunction with Amy Chamberlain, former graduate research assistant, Dana Ollendyke, extension assistant, and Jeffrey Hyde, associate professor of agricultural economics, pertaining to the 2008 fruit and vegetable strategic planning workshop hosted by Penn State and research funded by the USDA SCRI.  Articles were sent to listserve members and posted on the Mid-Atlantic Specialty Crops website: www.midatlanticspecialtycrops.com .  Articles were reposted on the Penn State Agricultural Entrepreneurship blog at http://farmbusiness.blogspot.com

• Chamberlain, A., K. Kelley, and J. Hyde.  July 20, 2010.  Consumer Definitions of “Natural”. 
• Chamberlain, A., K. Kelley, and J. Hyde.  July 6, 2010.  Definitions of “Locally Grown” According to Consumers in the Mid-Atlantic Region. 
• Chamberlain, A., K. Kelley, and J. Hyde.  June 23, 2010.  Knowledge of State Promotional Program Brand Name Among Mid-Atlantic Consumers According to State of Residence. 
• Chamberlain, A., K. Kelley, and J. Hyde.  June 8, 2010.  Differences in State Promotional Program Awareness and Purchasing Behavior Between Participant State of Residence. 
• Ollendyke, D., and K. Kelley. May 24, 2010.  Networking and Educational Opportunities for Mid-Atlantic Specialty Crop Industry Members. 
• Chamberlain, A., K. Kelley, and J. Hyde.  May 11, 2010.  Differences in Reporting Local Venues as Primary Source of Produce According to Metro Area. 
• Chamberlain, A., K. Kelley, and J. Hyde.  April 27, 2010.  Consumer Knowledge of Mid-Atlantic Produce Related to Farmers’ Market Purchasing Behavior. 
• Chamberlain, A., K. Kelley, and J. Hyde.  April 12, 2010.  Gender and Purchasing Behavior at Farmers’ Markets in the Mid-Atlantic. 
• Chamberlain, A., K. Kelley, and J. Hyde.   March 29, 2010.  Differences Between Mid-Atlantic Consumer Segments in Certified-Organic Produce Purchases. 
• Chamberlain, A., K. Kelley, and J. Hyde.  March 15, 2010.  A Portrait of Consumer Willingness to Pay a Premium on Organic Produce in the Mid-Atlantic. 
• Chamberlain, A., K. Kelley, and J. Hyde.  March 1, 2010.  Mid-Atlantic Consumers Purchasing Behavior towards New Varieties of Fruits & Vegetables. 
• Chamberlain, A., K. Kelley, and J. Hyde.  February 15, 2010.  A Portrait of Certified-Organic Purchasing Behaviors of mid-Atlantic Consumers. 
• Chamberlain, A., K. Kelley, and J. Hyde.  January 25, 2010.  Reported Purchasing Behavior and Daily Snacking Among Consumers Residing in the Mid-Atlantic. 
• Chamberlain, A., K. Kelley, and J. Hyde.  January 18, 2010.  Consumer Perception of Produce Safety at Different Types of Fruit and Vegetable Retailers. 
• Chamberlain, A., K. Kelley, and J. Hyde.  January 4, 2010.  Percentage of Farmers’ Market Shoppers Believing that Produce Sold at Market is Grown by the Market’s Farmers. 
• Chamberlain, A., K. Kelley, and J. Hyde.  December 21, 2009.  Differences between CSA Members and Non-CSA Members Reporting Origin of Common Fruits and Vegetables. 
• Ollendyke, D., and K. Kelley December 7, 2009.  Learning and networking events available for specialty crop industry members. 
• Chamberlain, A., K. Kelley, and J. Hyde.  November 24, 2009.  The effect of children on household preferences for “locally grown” and “certified organic” fruits and vegetables. 
• Ollendyke, D., and K. Kelley.  November 9, 2009.  Specialty crop industry members encouraged to join online community to form collaborations and tackle issues. 
• Chamberlain, A., K. Kelley, and J. Hyde.  October 26, 2009.  Reported Weekly Food Purchases by Mid-Atlantic Consumers. 
• Chamberlain, A., K. Kelley, and J. Hyde.  October 12, 2009.  Reported Weekly Food Purchases by Mid-Atlantic Consumers. 
• Ollendyke, D., and K. Kelley. September 28, 2009. Online community developed to foster discussion between mid-Atlantic specialty crop industry members.
• Chamberlain, A., K. Kelley, and J. Hyde.  September 14, 2009. Differences in produce purchasing behavior differs between age groups.
• Ollendyke, D., and K. Kelley. August 26, 2009. Food safety and processing resources available to help mid-Atlantic specialty crop producers.
• Ollendyke, D., and K. Kelley. August 5, 2009. Production agriculture resources available to help mid-Atlantic specialty crop producers.

Agricultural Business Management Social Media Webinars 

A series of webinars were developed by Agricultural Entrepreneurship extension members.  In conjunction with Jeffrey Hyde, associate professor of agricultural economics, I developed and delivered a webinar informing clientele about the benefits of using YouTube, features, and examples.  The webinar can be found at: http://extension.psu.edu/farm-business/webinars/webinars

Consumer Horticulture Fact Sheets  

•   Concklin, M. and K.M. Kelley.  2006.  Propagating houseplants.
• Concklin, M. and K.M. Kelley.  2006. Preventing, diagnosing, and correcting common houseplant problems.
• Kelley, K.M. and M. Concklin.  2004. Caring for houseplants.
• Kelley, K.M. and M. Concklin.  2004. Care of holiday plants. 
• Kelley, K.M. and M. Concklin.  2004. Repotting houseplants.
• Kelley, K.M., P.S. Lamont, and J.C. Sellmer.  2003. Pruning herbaceous perennials.
• Kelley, K.M., J.C. Sellmer, and P.S. Lamont.  2003. How to pasteurize medium and sterilize containers and tools.
• Kelley, K.M., J.C. Sellmer, and P.S. Lamont.  2003.  Transplanting annuals into the garden.
• Lamont, P.S., K.M. Kelley, and J.C. Sellmer.  2003. Supporting herbaceous plants in the garden.
• Lamont, P.S. and K.M. Kelley.  2003.  Using color in the garden.
• Kelley, K.M.  2002.  Plant identification: Preparing samples and using keys.
• Kelley, K.M.  2002.  A consumer’s guide to purchasing, producing, storing and using edible flowers.
• Kelley, K.M.  2002.  Creating a colonial garden.
• Kelley, K.M.  2002.  Composting: A guide for home gardeners.
• Kelley, K.M. and E.S. Sánchez.  2002.  Companion plant chart.
• Kelley, K.M. and E.S. Sánchez.  2002.  Growing herbs indoors.
• Lamont, P.S. and K.M. Kelley.  2002.  Plant life cycles.
• Lamont, P.S. and K.M. Kelley.  2002.  Nomenclature.
• Lamont, P.S. and K.M. Kelley.  2002.  Native plants.
• Sánchez, E.S. and K.M. Kelley .   2002.   Herb and spice history.
• Sánchez, E.S. and K.M. Kelley .   2002.   Harvesting and preserving herbs for use in cooking.
• Sánchez, E.S. and K.M. Kelley .   2002.   Growing herbs outdoors.

The Vegetable and Small Fruit Gazette

Department of Horticulture, The Pennsylvania State University  http://hortweb.cas.psu.edu/extension/vegcrops/newsletterlist.html

• Montri, D., K. Kelley, and E. Sánchez.  2005.  Direct marketing Pennsylvania-grown edamame to professional chefs in metro-Philadelphia: Edamame as a recipe ingredient 9(4).
• Montri, D., K. Kelley, and E. Sánchez.  2005.  Direct marketing Pennsylvania grown edamame to professional chefs in Metro-Philadelphia: Follow-up survey results 9(3).
• Montri, D., K. Kelley, and E. Sánchez.  2005.  Direct marketing Pennsylvania grown edamame to professional chefs in Metro-Philadelphia: The sensory evaluation 9(2).
• Montri, D., K. Kelley, and E. Sánchez.  2005.  Direct marketing Pennsylvania grown edamame to professional chefs in Metro-Philadelphia: Background and research methods 9(1).
• Kelley, K. and E. Sánchez.  2003.  Investigating consumer awareness and potential market segments for edamame 7(2).
• Kelley, K. and E. Sánchez.  2002.  Consumer evaluation of three edamame cultivars 6(12).
• Kelley, K. and. E. Sánchez.  2002.  Results are in.  Ag. Progress Days survey participants eat ethnic produce 6(11).  Reprinted in the Pennsylvania Vegetable Growers News 36(12):9.
• Sánchez, E. and K. Kelley.  2002.  Edamame cultivar trial: Harvest and yields 6(10).  Reprinted in the Pennsylvania Vegetable Growers News 25(10):16.
• Sánchez, E. and K. Kelley.  2002.  Edamame cultivar trial: In field production 6(9).  Reprinted in the Pennsylvania Vegetable Growers News 25(9):12.
• Sánchez, E. and K. Kelley.  2002.  Production and marketing of ethnic crops 6(8).  Reprinted in the Pennsylvania Vegetable Growers News 25(8):13.