Education:

• PhD., Simultaneously, Departments of Horticulture & Botany and Plant Pathology, Michigan State University, 2000

• M.S., Horticulture, Michigan State University, 1997
• B.S., Botany and Plant Pathology, Michigan State University, 1995

Educational Programs:

Cooperative Extension Educational Programs:

Business Marketing and Education: As production and retail operations in the Commonwealth of Pennsylvania change to meet consumer demand, and as competitive forces increase, the need for educational information specific to horticultural operations is necessary for the survival of these clientele groups. A component of my extension program is to develop business and marketing educational programs for horticultural crop producers and retailers. Educational programs include business start-up and development, evaluating alternative marketing strategies, new product development, marketing and consumer research, and promotional strategies.

Consumer Horticulture: With gardening recognized as the “number one hobby” in the U.S., it is necessary to channel energy toward creating a program that will educate consumers who desire the ultimate gardening experience. Informed consumers make knowledgeable choices about water conservation, use plant material they are less familiar with, develop and enjoy the garden they desire, and reduce the amount of plant residues destined for landfills by building compost piles and recycling these materials back into the garden. Educational Materials are disseminated using various methods of information delivery including fact sheets, publications and a one-day short course called Garden Forum, held in each spring. For further information visit: http://consumerhorticulture.psu.edu

Teaching Responsibilities:

HORT 455. Retail Horticulture Business Management (3 credits) This course is designed to provide students with the tools necessary to operate successful retail businesses that market horticulture goods and services. Topics include: marketing principles, buying an existing business, store design and layout, employee management, customer service, branding concepts, and loyalty programs. In addition, industry experts and small-business owners share their experiences with the students and talk about how they differentiate themselves from the competition.

Service Learning Experiences:

LouisianA Getaway: Networking and Interacting with Agribusiness through Personal, Practical Experiences (LAGNIAPP) (HORT 497B, Cross listed with Agricultural Business, AGB 497G, and Architectural Engineering, AE 497F; 3 credits). Dr. Kelley collaborated with faculty in the Department of Agricultural Economics and Rural Sociology and Department of Architectural Engineering to develop a service learning course. Based on the desire to assist agricultural-related businesses affected by Hurricane Katrina, in August of 2005, and to provide students with an outlet to help those in need, a three-credit course and relief effort was organized. Fifty students traveled to New Orleans during Spring Break 2006, gained experience in working in teams, and learned the value and rewards of helping independent business-owners, greenhouse and botanical garden managers, and growers with demolition, construction, and clean-up. A web site was developed that houses course and trip information and can be found at: http://psulagniappe.com.

Research Interests:

Consumer preference for ornamental and edible crops. End-user consumers ultimately decide the fate of horticultural goods and services. Investigating preferences for edible and ornamental products through consumer research insures that producers are aware of consumer needs and can fulfill their demands. Data is collected from consumers using a variety of survey methods (telephone, intercept, Internet, and focus group sessions). Information is shared with industry members as the initial step toward educating them about consumer attitudes and behaviors. Primarily research studies have included:

• Consumer awareness of, interest in, and demand for Pennsylvania Gardener Selects (PGS) plant material. Plant material selected for inclusion in this program are first evaluated in the Penn State Trial Gardens and then evaluated statewide, with the goal of selecting the best and labeling them as PGS plants. By analyzing consumer responses to the program, it has been possible to develop a marketing strategy to target those who would potentially purchase PGS plants and create packaging and point-of-purchase materials likely to attract consumer attention in retail outlets.
  

• Marketing strategies for as edamame (Glycine max L.), also known as edible soybean or vegetable soybean. To help develop the program, the USDA Federal State Marketing Improvement Program funded a proposal for $61,300 to study production and marketing of edamame as an alternative crop for small growers. Marketing research has focused on: initial consumer interest and potential demand for the bean; sensory preference for edamame cultivars, based on taste, texture, and visual appeal; distribution of edamame cultivars to professional chefs, to estimate demand in the food service sector; true demand for packaged in-shell edamame in supermarkets; and interest and appeal of an edamame-based vegetable patty.
  

Human benefits of green roofs.

Much has been written about the benefits of green spaces and the recovery rate patients experience when they view gardens or vegetation from their hospital rooms. In addition, other researchers have focused on how green spaces have also had positive impacts on employee retention, decreased use of sick days/unexplained absenteeism, and other related factors associated with employees’ performances. Since the 1990’s, the use of green roofs, a system of planting annuals and perennials on rooftops to decrease heat loss and to help with problems from storm water runoff, has increased in the U.S. Current research is focusing on whether this system has addition benefits, related to human welfare, as well as its important environmental impact.

Understanding awareness and interest in Integrated Pest Management (IPM), plant health care, and pesticide usage. Emphasis has been placed on the importance of educating consumers about proper pesticide use in the home, garden/lawn, and workplace, with significance placed on developing guidelines pertaining to recommended dosages. Research has been conducted to help determine the abuse of certain pesticides, what information and distribution methods are necessary to effectively reach consumers, and consumer familiarity with Integrated Pest Management (IPM). In addition, research has also focused on similar issues with regards to producers and retailers.

Dissemination of horticultural information. To properly design an extension education program to meet consumer demand for horticultural information, it is necessary to understand what gardening and related topics are of interest to this clientele. Another component of this research is to determine where consumers obtain their gardening information (e.g., magazines, Internet, or seminars) as a way to find the best methods for information distribution.

Recent Publications:

Refereed Publications

• Montri, D.N., K.M. Kelley, and E.S. Sánchez. 2006. Consumer interest in fresh, In shell edamame and acceptance of edamame-based patties. HortScience (Accepted).
• Montri, D.N., K.M. Kelley, and E.S. Sánchez. 2006. Direct marketing edamame (Glycine max [L.] Merrill) to professional chefs. Journal of Extension 44(1): http://www.joe.org/joe/2006february/rb4.shtml.
• Kelley, K.M., J. Stumpf, J.C. Sellmer, and R.M. Bates. 2006. Invasive Plant Species: Results of a consumer awareness, knowledge, and expectations survey conducted in Pennsylvania. J. Environ. Hort. 24(1):53-58.
• Kelley, K.M. and R.H. Wehry. 2006. Consumer interest in gardening topics and Journal of Extension 44(2): http://www.joe.org/joe/2006april/rb7.shtml
• Kelley, K.M. and E. Sánchez. 2005. Accessing and understanding consumer awareness of and potential demand for edamame (Glycine max [L.] Merrill). HortScience 40(5):1347-1353.
• Sánchez, E., K. Kelley, and L. Butler. 2005. Effect of seedling emergence on edamame production. HortTechnology 15(3):672-676.
• B.K. Behe, R.M. Walden, M. Duck, B. Cregg, K.M. Kelley, and R.D. Lineberger. 2005. Consumer preferences for and cost of production of tabletop Christmas trees. HortScience 40(2):409-412
• Wehry, R.H., K.M. Kelley, R.D. Berghage, and J.C. Sellmer. 2005. Using intercept and telephone survey methods to assess consumer awareness and purchasing of Pennsylvania Gardener Selects. HortTechnology 15(1):157-163.
• Sellmer, J.C., N. Ostiguy, K. Hoover, and K.M. Kelley. 2004. Assessing the integrated pest management practices of Pennsylvania landscape companies. Journal of Arboriculture 30(4):253-259.
• Sellmer, J.C., N. Ostiguy, K. Hoover, and K.M. Kelley. 2004. Assessing the integrated pest management practice of Pennsylvania nurseries. HortScience 39(2):297-302.
• Sellmer, J.C., Kelley, K.M., S. Barton, and D.J. Suchanic. 2003. Assessing consumer knowledge and use of landscape plant health care and integrated pest management practices through a computer-based interactive survey. HortTechnology 13(3) 556-561.
• Sellmer, J.C., K.M. Kelley, D.J. Suchanic, and S.Barton. 2003. An interactive survey to assess consumer knowledge about landscape plant health care and IPM practices. Journal of Extension 41(2) http://www.joe.org/joe/2003april/rb4.shtml.
• Kelley, K.M. and B.K. Behe. 2003. Focus-group sessions suggest both kids and adults eat and enjoy fresh carrots. HortTechnology 13(2):393-394.
• Kelley, K.M., B.K. Behe, and E.H. Moore. 2003. Comparison of consumer purchasing of Campanula carpatica Jacq. ‘Blue Clips’ in selected retail stores as an indoor pot-plant. HortScience 38(1):121-123.
• Kelley, K.M., A.C. Cameron, J.A. Biernbaum, and K.L. Poff. 2003. Effect of storage temperature on the quality of edible flowers. Postharvest Biology and Technology 27(3):341-344.
• Kelley, K.M., B.K. Behe, J.A. Biernbaum, and K.L. Poff. 2002. Consumer purchase and use of edible flowers: Results of three studies. HortTechnology 12(2):282-287.
• Kelley, K.M., B.K. Behe, J.A. Biernbaum, and K.L. Poff. 2002. Combinations of colors and species of containerized edible flowers: Effect on consumer preferences. HortScience 37(1):218-221.
• Kelley, K.M. and B.K. Behe. 2002. Chefs’ perceptions and uses of ‘Colossal’ chestnuts. HortTechnology 12(1):172.
• Kelley, K.M., B.K. Behe, J.A. Biernbaum, and K.L. Poff. 2002. Consumer ratings of edible-flower quality. HortTechnology 11(4):644-647.
• Kelley, K.M., B.K. Behe, J.A. Biernbaum, and K.L. Poff. 2001. Consumer preference of edible-flower color, container size, and price. HortScience 36(4):801-804.
• Kelley, K.M., B.K. Behe, J.A. Biernbaum, and K.L. Poff. 2001. Consumer and chef perception of three edible-flower species. HortScience 36(1):162-166.

Published Proceedings

• Kelley, K.M. 2006. Population trends: Does this change your consumer outlook? 2006 Mid-Atlantic Fruit and Vegetable Convention, pgs. 50-51.
• Kelley, K.M. 2006. Pricing strategies for horticultural products. 2006 Mid-Atlantic Fruit and Vegetable Convention, pgs. 61-62.
• Kelley, K.M., B.K. Behe, R.M. Walden, and J.B. Harte 2005. Carrot consumer Segmentation and perceptions of pasta sauce and orange juice enhanced with carrot juice. Acta Horticulturae 655:129-134.
• Kelley, K.M. 2005. Understanding and creating value-added products for the end-user consumers. The University of Arizona 2005 Greenhouse Crop Production and Engineering Design Conference, Section 14.
• Kelley, K.M. 2005. An application in culinary herbs: Marketing and production of edible flowers. The University of Arizona 2005 Greenhouse Crop Production and Engineering Design Conference, Section 22.
• Kelley, K.M. 2004. What consumers want: Demand for organic products in the market place. 2004 Mid-Atlantic Fruit and Vegetable Convention, Volume I, pg. 28.
• Kelley, K.M. 2004. Marketing principles: The concept of value-added. 2004 Mid-Atlantic Fruit and Vegetable Convention, Volume II, pg. 69-70.

• Kelley, K.M., B.K. Behe, J.A. Biernbaum, and K.L. Poff. 2004. Consumer and professional chef perceptions and acceptance of edible flowers. Acta Horticulturae 663:475-482.
• Sánchez, E. and K. Kelley. 2003. Evaluation of edamame (vegetable soybean) cultivars for production potential and consumer Preference in Pennsylvania. Proceedings of the 33rd Annual Mid-Atlantic Vegetable Workers Conference, pg. 34-38.
• Sánchez, E. and K. Kelley. 2003. Investigation of marketing strategies and production techniques of edamame (vegetable soybean) for small farms. 2003 Mid-Atlantic Fruit and Vegetable Convention, Volume I, pg.71-72.
• Kelley, K.M. and R. Wehry. 2003. Selling more with the Gardener Selects program. 2003 Mid-Atlantic Fruit and Vegetable Convention, Volume II, pg. 5-6.
• Behe, B., K. Kelley, J. Heilig, and R. Walden. 2002. Survey of southern growers of annuals and perennials. Southern Nursery Association Research Conference Proceedings. 45:516-518.
• Kelley, K.M. 2002. Marketing edible flowers: Add a splash of color to that dish. Mid-Atlantic Fruit and Vegetable Convention pg. 66-67.
• Kelley, K.M. 2002. Working with a florist? What does a florist want? 2002 Mid-Atlantic Fruit and Vegetable Convention pg. 120-121.
• Behe, B., A. Cameron, K. Kelley, E. Moore, E. Nausieda, B. Fausey, R. Heins, and W. Carlson. 2001. Turning perennials inside out. Nursery and Landscape Research Projects and Educational Programs. Michigan State University Extension pg.14-15.
• Behe, B., K. Kelley, J. Heilig, and R. Walden. 2001. Survey of southern growers of annuals and perennials. Southern Nursery Association, Inc. Research Conference 46:542-546.
• Fernandez, T., B. Behe, K. Kelley, R. Heins, and W. Carlson. 2001. Photoperiod, temperature and chilling requirements for forcing blooms of flowering shrubs. Nursery and Landscape Research Projects and Educational Programs. Michigan State University Extension pg. 16-17.
• Kelley, K.M. 2001. What consumers want: Demand for organic products in the market place. Proceedings of the Michigan State University Fruit School pg. 6-11.
• Phares, M., K. Kelley, and B. Behe. 2001. Telephone survey results show that home landscapes are important to consumers. Nursery and Landscape Research Projects and Educational Programs. Michigan State University Extension pg. 45-46.
• Phares, M., K. Kelley, and B. Behe. 2001. Telephone survey results show that home landscapes are important to consumers. Southern Nursery Association, Inc. Research Conference 46:549-551.
• Moore, E., B. Behe, and K. Kelley. 2000. Why consumers buy potted flowering plants: A focus group study of Master Gardeners. Southern Nursery Association, Inc. Research Conference 45:516-518.
• Kelley, K.M. 1999. Edible flowers: How to. Grown in Michigan Festival. Michigan Organic Food and Farm Alliance and Michigan Department of Agriculture pg. 7.

Non-refereed Publications

• Kelley, K.M., J.R. Conklin, J.C. Sellmer, and R.M. Bates. 2006. Invasive plant species: Consumer awareness, knowledge, and expectations. Perennial Plants, Quarterly Journal of the Perennial Plant Association 2:6-12, 14, 16.
• Kelley, K.M. 2005. Shift your focus to meet your 'time-stressed' customer' s needs. Ohio Florists' Association, OFA Bulletin 891:4-6.
• Kelley, K.M. and R.M. Bates. 2005. Containerized table-top Christmas trees: Part II. Pennsylvania Christmas Tree Growers Association Bulletin. Bulletin no. 247:12-14.
• Kelley, K.M. and R.M. Bates. 2004. Containerized table-top Christmas trees: Part I. Consumer demographics and grower perspectives. Pennsylvania Christmas Tree Growers Association Bulletin. Bulletin no. 246:10, 12-14.
• Kelley, K.M., R.H. Wehry, R.D. Berghage, and J.C. Sellmer. 2005. Green innovation: Point-of-purchase materials research. Pennsylvania Landscape & Nursery Magazine 51(1):56-57.
• Wehry, R.H., K.M. Kelley, R.D. Berghage, and J.C. Sellmer. 2003. Building a state plant promotional program: A marketing effort. Pennsylvania Floral Industry Association Bulletin. Fall 2003: 6-8.
• Kelley, K.M. 2003. What to consider to make your store the preferred place to shop. Ohio Florists' Association, OFA Bulletin 878:1, 8-9.
• Behe, B., A. Cameron, K. Kelley, L. Morre, E, Nausieda, B. Fausey, K. Kern, R. Walden, and W. Carlson. 2002. Turning perennials inside out: Aquilegia. GMPro 22(4):18-21.
• Behe, B., A. Cameron, K. Kelley, L. Morre, E, Nausieda, B. Fausey, K. Kern, R. Walden, and W. Carlson. 2002. Turning perennials inside out: Campanula. GMPro 22(3): 22-25.
• Behe, B., A. Cameron, K. Kelley, L. Morre, E, Nausieda, B. Fausey, K. Kern, R. Walden, and W. Carlson. 2002. Turning perennials inside out: Lavender. GMPro 22(2):20-22.
• Behe, B., A. Cameron, K. Kelley, L. Morre, E, Nausieda, B. Fausey, K. Kern, R. Walden, and W. Carlson. 2002. Turning perennials inside out: Introduction. GMPro 22(1):32-35.
• Behe, B., A. Cameron, K. Kelley, E. Moore, E. Nausieda, B. Fausey, R. Heins, and W. Carlson. 2002. Turning perennials inside out. The MichiganLandscape 45(3):52, 53, 56 57.
• Kelley, K.M. and B.K. Behe. Fall 2001. Chefs' perceptions and uses of 'Colossal' chestnuts. The Western Chestnut, published by The Western Chestnut Growers Assn., Inc. 3(4):9-10.
• Kelley, K.M., and B.K. Behe. 2001. Chefs' perceptions and uses of 'Colossal' chestnuts. Midwest Nut Producers Council, MNPC Journal, February 2001 issue, pg.1-3.
• Kelley, K.M. and N.C. Peterson.1997. Techniques used to assess cold hardiness. The Voice, published by The Michigan Nursery and Landscape Association 40(2):16-17, 21.
• Kelley, K.M. and N.C. Peterson.1996. Frost and cold protection methods. The Voice, published by The Michigan Nursery and Landscape Association 39(5):24-25.
• Kelley, K.M. and N.C. Peterson.1996. Low temperatures and desiccation injury. The Voice, published by The Michigan Nursery and Landscape Association 39(4):26.
• Kelley, K.M. and N.C. Peterson.1996. Water influences plant cold hardiness. The Voice, published by The Michigan Nursery and Landscape Association 39(3):26-27, 35.
• Kelley, K.M. and N.C. Peterson.1996. Factors affecting roots during the winter months. The Voice, published by The Michigan Nursery and Landscape Association 39(1):26-27.