Can Domestic Vanilla Compete? Sensory Evaluation and Willingness to Pay for Vanilla Flavorings

Abstract

The U.S. is the largest importer of vanilla beans. Currently, there is no large-scale domestic commercial production of vanilla beans. However, Florida's tropical climate is suitable for production, and researchers are exploring the viability of a Florida-based domestic vanilla industry. To understand consumer preferences and valuations for vanilla with different flavor sources, we administered a blind sensory panel. Participants sampled four vanilla flavorings, including a vanilla extract made from vanilla beans grown in Florida, a commercially available vanilla extract made from vanilla beans grown in Papua New Guinea, a national-brand vanilla extract made from vanilla beans grown in Madagascar, and a commonly available synthetic flavoring. Panelists were asked questions related to acceptability and contingent valuation. Mean separation analysis and regression analysis reveal that participants’ willingness to pay (WTP) for the three vanilla extracts are statistically indifferent, suggesting that the country of origin of the beans did not impact WTP for the extract. However, the synthetic flavoring received higher ratings and panelist indicated higher WTP for the synthetic flavoring than some of the vanilla extracts.