ASHS 2024 Conference

The North American pawpaw (Asimina triloba) is the largest edible tree fruit native to North America, with a flavor resembling a unique tropical-like blend of mango and banana. Commercial production and consumer interest in pawpaw is on the rise in the US and worldwide. Fresh pawpaw fruit has a short shelf life and does not store or ship well. Value-added products represent a great potential market to both diversify offerings of products containing pawpaw, and provide shelf-stable products that could be available year-round and circumvent the storage and shipping challenges of fresh fruit. Pawpaws can be utilized in many value-added products, including ice cream, yogurt, jam, custard, baked goods, hot sauces, wine, beer, and brandy. A pawpaw value-added product tasting was conducted in September 2023 at the Kentucky State University Research and Demonstration Farm as part of the annual Pawpaw Third Thursday Thing workshop. Participants tasted samples of slices of fresh pawpaw fruit of six varieties, pawpaw jam on crackers, and pawpaw ice cream. A survey was conducted evaluating preference and interest in purchasing pawpaw fruit, jam, and ice cream, and willingness to pay. The survey found that 93% of participants would be interested in purchasing pawpaw fruit at a farmers market, compared to 80% at a grocery store and 88% at an on-farm market or roadside stand. Ninety-five percent (95%) of participants would be interested in purchasing pawpaw jam if available in stores, and 95% of participants would also be interested in purchasing pawpaw ice cream if available in stores. Respondents would be willing to pay $2.20 per fruit, or $4.97 per pound for fresh pawpaw fruit. Respondents reported they would pay $7.22 for an 8 ounce jar of pawpaw jam, and $8.51 for a quart of pawpaw ice cream. Currently, pawpaw ice cream and jam are sold by very few retailers in specialty markets, so there is great opportunity for pawpaw producers to introduce high-value pawpaw products that are desired by consumers to their retail markets.