Exploring the drivers of innovation diffusion for virus-resistant grape vines

Increasing exports of value-added agricultural products is a priority set out by Canada’s Advisory Council on Economic Growth. Upper Canada Growers has developed novel technology to produce grape vines with improved disease resistance to red blotch, a virus that has been significantly reducing grape quality and harvest globally, and this project will investigate how this innovation can achieve major adoption in key grape growing regions in the U.S. Interviews will be conducted with American grape growers and estate wineries to understand the factors influencing farmers’ adoption of this new type of grape vine. The data collected will be analyzed and used to produce a report providing recommendations for Upper Canada Growers to improve and guide their efforts in promoting this crop.

Faculty Supervisor:

Bruce McAdams

Student:

Partner:

Upper Canada Growers

Discipline:

Business

Sector:

Agriculture

University:

University of Guelph

Program: