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Kathleen M. Kelley

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.

As part of her extension program, Dr. Kelley has developed presentations that assist audience members with understanding basic marketing and consumer research techniques and business planning strategies. The main goal of this effort is to help the audience to better understand what goods and services consumers truly desire. Presentations developed include:

  • The importance of consumers to horticultural retail businesses
  • Products: Goods and services offered by horticultural retailers and how
    they have evolved over time
  • Place: Distribution methods commonly used by horticultural retailers and retail outlets for horticultural goods
  • Establishing prices for horticultural goods
  • Key business ratios retailers must understand in order to be sustainable and
    profitable
  • Promotion: Theory and “how-to”
  • Promotion: Commonly used activities
  • Developing events to appeal to your consumer clientele
  • Cause marketing: Showing the community you care while being profitable
  • Marketing to U.S. generations
  • Marketing to ethnic and racial segments in the U.S.
  • Marketing to women
  • Branding horticultural products
  • Creating a customer loyalty program
  • Co-existing with discount mass merchandisers
  • Creating a retail shopping experience
  • Designing a retail outlet: The exterior and interior structure
  • Designing a retail outlet: Layout, product display, and signage
  • Marketing and consumer research
  • Employee management

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.
  • HORT 410W. Issues in Landscape Contracting (3 credits). This course is co-taught with Dr. James Sellmer, associate professor of ornamental horticulture, in the fall of each year. The goal of the course is to provide students with a perspective on business management, regulatory, and environmental issues facing the landscape contracting profession. Landscape contractors, industry representatives, and related are invited to speak with and discuss their experiences, issues they face, and expectations of future employees and business owners.

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.

Agribusiness Management Volunteer Consultant:

    Dr. Kelley has served four times in the capacity of an Agribusiness Management Volunteer Consultant for the Citizens Network for Foreign Affairs (CNFA), a nonprofit organization based in Washington, DC. During all assignments, she traveled to Eastern Europe for 12 to 18 days to assist small business-owners.

    • Business Management and Financial Management. May 31 to June 18, 2005. Dr. Kelley’s role was to develop and deliver a three-day training program to four agribusiness dealers and their employees. During the sessions, Dr. Kelley helped attendees understand content that should be included in a business plan, financial documents that need to be develop, and key business ratios to be calculated. Several audience members where also interested in learning about marketing techniques small businesses in the U.S. implement. Dr. Kelley showed examples and discussed specific promotional strategies that the business owners could adopt for their own enterprises. Following the completion of the training sessions, Dr. Kelley visited each of the agribusinesses in their respective cities (Kirovograd, Vinnitsa, and Mykolayiv) to work individually with the agribusiness dealers on problems and issues they were facing.
    • Marketing of Fruits, Vegetables and Value-Added Products. 7 to 23 June, 2006. During her second assignment, Dr. Kelley worked with a group of 12 farmers, the Kiev Fruit and Vegetable Farmers, to determine potential markets for fresh fruits and vegetables, as well as opportunities for value-added products. Dr. Kelley conducted two training sessions where participants learned basic marketing strategies and viewed examples of products, packaging, and promotions used by small-scale growers in the U.S. Dr. Kelley also visited growers on their farms and discussed their individual marketing problems, interests, and potential opportunities. To gain a perspective on how fresh fruits and vegetables, processed produce, and frozen produce is marketed and purchased, she visited several open-air markets, supermarkets, and club stores in Kiev and Bila Tserkva. During the visits she observed consumers shopping, documented retail prices and product offering, and used the information to help the growers understand what product categories are saturated with goods and where potential still exists.
    • Direct and Wholesale Marketing of Vegetables. 18 April to 4 May, 2007. Dr. Kelley served as an agribusiness volunteer during her third assignment in Ukraine in Abrikosovo Village on the Crimean Peninsula. During her assignment, Dr. Kelley worked directly with the lead of a group of farmers who were in the processing of developing a cooperative. Among the vegetables being produced farmers grew potatoes, beets, carrots, cabbage, and onion. Dr. Kelley assisted the growers with developing a simplified marketing plan and helped them identify the strengths, weaknesses, opportunities, and threats the cooperative faced. She also delivered two presentations to help the growers understand marketing strategies that they could implement themselves, the importance of quality control, and how to determine produce and market success.
    • Direct Marketing Strategies for Fruits and Vegetables. 13 to 24 June, 2008. For her fourth agribusiness assignment, Dr. Kelley traveled to Chisinau, Moldova and presented direct marketing information to growers living in three separate villages in Straseni Rayon. Growers were informed about how to differentiate their booth space at open-air markets from their competitors using signage and point-of-purchase materials with recipes and the grower’s contact information, the importance of packaging produce as opposed to selling produce loose, and expanding their product mix with addition varieties and specialty vegetables. When talking with the growers, she stressed the importance of maintaining the quality of the vegetables they sell and to find a secondary market for culls. Additionally, Dr. Kelley talked with growers about capitalizing on the belief that produce grown in Moldova tastes better and is higher quality than imported produce, and that signage at the market should that locally-grown produce is available.

    Select Research Projects:

      Consumer preference for edible crops. End-user consumers ultimately decide the fate of horticultural goods and services. Investigating preferences for edible 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 locally-grown and certified-organic apples and processed products. Sensory evaluations, Internet surveys, and other methodology have been used to better understand attitudes and behaviors towards these apples. Research is conducted in conjunction with Drs. Jeffrey Hyde, associate professor of agricultural economics, James Travis, professor of plant pathology, and Robert Crassweller, professor of tree fruit.
      • Consumer interest in value-added processed products. “Time stressed” consumers often search for partially or fully-prepared food items that ease the burden of providing their families with meals cooked and served in the home. Internet studies have been conducted to determine consumer interest in locally-grown and processed value-added product. Both product type and appeal of purchasing directly from the grower have been investigated. Research is conducted in conjunction with Dr. Jeffrey Hyde.
      • Mid-Atlantic Specialty Crop Research Initiative. Research conducted along with Dr. Jeffrey Hyde and Amy Chamberlain, graduate research assistant, and funded by the USDA Specialty Crop Research Initiative grant http://www.csrees.usda.gov. For this research project, four Internet surveys were developed and implemented by targeting consumers residing in five metropolitan areas within the Mid-Atlantic region: Baltimore, New York City, Philadelphia, Richmond, and Washington, D.C. Survey questions were developed to investigate factors influencing consumer purchasing decisions regarding fresh produce and value-added, processed products. Additional questions examined the role and impact of increasing food prices, rising energy costs, concerns about food safety, quality, availability, affordability, and other economic factors currently affecting produce purchases. For more information about this project, visit www.midatlanticspecialtycrops.com.
      • 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 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.

    Refereed Publications:

    • McCoy, M.S., K.M. Kelley, and D.T. Stearns. 2008. Factors influencing consumers’ selection of a landscaping service provider. HortTechnology 18(1):148-153.
    • Phillips, J., E.J. Holcomb, and K.M. Kelley. 2007. Determining interest in value-added planters: Consumer preference and current grower and retailer supply. HortTechnology 17(2):238-246.
    • Wehry, R.H., K.M. Kelley, R.D. Berghage, and J.C. Sellmer. 2007. Developing a state plant promotion program based on consumer gardening interests, experiences, and preferences for brand attributes, presentation, and retail price. HortScience 42(3):547-580.
    • Kelley, K.M. and R.M. Bates. 2006. Containerized table-top Christmas trees: Interest among Pennsylvania consumers and attitudes concerning care and handling. Journal of Extension 45(1): http://www.joe.org/joe/2007february/rb7.shtml.
    • 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 41(7):1616-1622.
    • 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. 2009. Using trends, tips, and techniques to encourage sales in your retail outlet. 2009 Mid-Atlantic Fruit and Vegetable Convention, pgs. 54-55.
    • Kelley, K.M. 2008. Implementing a customer loyalty program. 2008 Mid-Atlantic Fruit and Vegetable Convention, pgs. 54-55.
    • Kelley, K.M. 2007. Promotional strategies for your horticultural business. 2007 Mid-Atlantic Fruit and Vegetable Convention, pgs. 55-56.
    • Kelley, K.M. 2007. Population trends: Does this change your consumer outlook? 52nd New Jersey Annual Vegetable Meeting, pgs. 26-27.
    • 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. 2008. Layout and design for retail horticulture businesses. Ohio
      Florists’ Association, OFA Bulletin 910:4-5.
    • Kelley, K.M. 2007. Implementing a customer loyalty program. Ohio Florists’ Association, OFA Bulletin 905:1, 12-14.
    • Phillips, J., J. Holcomb, and K. Kelley. 2006. A traditional product with a twist: Consumer preference for value-added poinsettia planters. A Growing Interest, The Pennsylvania Floral Industry Association’s Newseltter. Fall 2006: 12-13.
    • 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.

    Value-Added Marketing Fact Sheets

      Fact Sheets range in length of one to four pages and are intended to give vegetable and fruit growers a brief understanding of marketing and business management topics. Fact sheets are housed on the Farm Management web site, http://farmbusiness.psu.edu/ValueAdd.cfm, in pdf form.
      • Kelley, K.M. 2008. Creating an e-mail marketing program to build your business
      • Kelley, K.M. 2008. Creating and hosting events at your agribusiness: Providing entertainment, helping families build memories, and increasing sales
      • Kelley, K.M. 2008. Learning about your customer, developing consumer segments, choosing goods and services that appeal
      • Kelley, K.M. 2007. Merchandise presentation for agricultural retail businesses.
      • Kelley, K.M. 2007. Layout and design for retail agricultural businesses.
      • Kelley, K.M. 2006. Using loyalty programs to attract consumers to value-added businesses.
      • Kelley, K.M. 2006. Marketing to professional chefs.
      • Kelley, K.M. 2006. Winery tasting room essentials.
      • Kelley, K.M. 2005. Community Supported Agriculture: Part I. Getting started.
      • Kelley, K.M. 2005. Community Supported Agriculture: Part II. Members and their roles.
      • Kelley, K.M. 2005. An introduction to new generation cooperatives.