Ep 12: Dr. Ariana Torres | Associate Professor of Horticulture at Purdue University

In this episode of How We Grow, Chad talks with Dr. Ariana Torres, Associate Professor at Purdue University, about the business decisions behind specialty crop farming.Ariana explains why growing is only half the job. The other half is knowing whether the crop, market, labor, technology, and investment decisions actually make financial sense.They discuss:🌱 Why horticultural economics matters for growers💰 How to think about profitability, break-even price, ROI, and payback period👩‍🌾 Why labor is often the biggest cost in specialty crop operations🏗️ When investments like high tunnels, greenhouses, and automation make sense📊 How the HORE Calculator helps growers model real financial decisions🛒 Why consumer behavior and willingness to pay should influence what growers produce🌍 The role of sustainability, organic, and market segmentation in pricing decisionsAriana’s message is clear: the most expensive decision a grower can make is the one they don’t analyze.