After selling 8,000 pounds of produce, more than 9,000 ears of sweet corn, 694 watermelons, 150 cantaloupes and 28 dozen cut flowers, the Noble Produce Market is closing for the season.

"We had about 2,000 total customers at the Produce Market this year, and I want to take this opportunity to thank all of them for their business," said Wadell Altom, Noble Agricultural Division director. "They are helping us conduct research that will be valuable in providing reliable information about local produce marketing to growers."

Noble collected data on a number of activities associated with the market, said Jon Biermacher, a research economist in the Agricultural Division and coordinator of the market.

"Specifically, we will be able to determine the exact cost of production for all types of produce. These costs will include the total cost of all labor, equipment and the cash production expenses," he said.

Noble also gathered data on gender of shoppers, time of day and week of sales, labor hours for all produce types, fertilizer inputs, machinery used and water used for irrigation.

"Detailed price information for our products will allow us to document how a small-scale operation must choose to compete with supermarket outlets," Biermacher added. "Some variables may be controllable, for example, production costs, but some variables cannot be controlled, such as market size and the amount regional consumers will spend on locally grown vegetables."

As with any agricultural enterprise, weather affected Noble's market. Excessive rain in May forced back the planting date for late-season corn and okra, and the summer's extreme heat adversely affected much of the produce, especially tomatoes. "The heat also affected the longevity of the produce after it was picked," Biermacher said.

Biermacher will continue to analyze the data Noble collected to draw conclusions about the market, its products and its economical feasibility. When completed, the data will be posted on www.noble.org or alternatively, a copy of the information will be made available upon request.

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News Release Issued: August 15, 2006

The Samuel Roberts Noble Foundation, Inc. (www.noble.org), headquartered in Ardmore, Okla., is a nonprofit organization conducting agricultural, forage improvement and plant biology research; assisting farmers and ranchers through educational and consultative agricultural programs; and providing grants to nonprofit charitable, educational and health organizations.