2018 ASHS Annual Conference

The North American Pawpaw Industry in the US – Supply, Demand, Challenges and Opportunities

Abstract: The North American pawpaw (Asimina triloba) is a native specialty fruit crop that has been consumed seasonally by Native Americans for millennia. Conversely, pawpaw is largely unknown to the American consumer. This study aims to examine the current pawpaw industry in the US using the Porter Five Forces Model. A questionnaire was sent to pawpaw value chain market participants in 2017. Responses from 81 market participants were collected including: pawpaw fruit harvesters, tree and fruit growers, value added producers, distributors, retailers and wholesalers. Results indicate that the emerging pawpaw market has great potential with respondents uniformly indicating that demand is likely to increase over the next five years. However, the supply of grafted pawpaw cultivars and fresh pawpaw fruit is limited and fresh fruits are not shelf stable. At present, there is little competition within the US pawpaw industry, and pawpaw products have few substitutes. Lack of consumer awareness of pawpaws; short shelf life; unstable pawpaw product supply; lack of knowledge in growing, harvesting and marketing pawpaws; and strict shipping and food safety policies are potential barriers to entry that must be considered for potential and current producers to achieve success in the pawpaw industry.