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The purpose of this study was to explore the current transformative leadership values and beliefs of Cooperative Extension leaders. Specific research objectives included, (1) characterize Extension leaders’ beliefs regarding transformative leadership, and (2) determine differences in transformative leadership beliefs based on selected characteristics.

This exploratory study applied transformative leadership theory to examine the values and beliefs regarding equity, justice, and leading change held by leaders in the Cooperative Extension System. A sample of 138 administrators across the U.S. completed the Transformative Leadership Scale (TLS), which presents 32 contrasting statements representing dimensions of transformative leadership.

Results found the mean TLS score was 70.61 out of 100, indicating nascent awareness of equity concerns but substantial room for growth in fully embracing transformative leadership principles like social activism and egalitarian distribution of power. The score distribution skewed slightly left, with 16% possessing a highly transformative belief system, 71% demonstrating moderate awareness of equity issues, and 13% focused more on organizational efficiency over justice. Differences emerged based on diversity leadership roles and years of experience.

The findings establish an important baseline for aligning leadership development with Extension's mandate to champion inclusion and confront systemic barriers as social change agents. This research kicks off a vital dialogue regarding transformative leadership's implications for guiding community-engaged institutions like Extension pursuing democratic engagement.

This represents the first study to apply transformative leadership to a national assessment of values and beliefs among Extension education leadership.

The differentiation that takes place in the Trinidad market only classifies tomatoes on the basis of its size. Farmers in many countries have been making an effort at agronomic differentiation strategies in order to receive better incomes. The purpose of this paper is to determine Trinidadian consumers’ willingness to pay (WTP) and the market potential for organic tomatoes when marketed as a differentiated product.

A survey research methodology was used in this study. A total of 405 consumers to be surveyed were randomly chosen using proportionate sampling. A logistic regression was used to estimate the factors affecting consumers’ WTP for organic tomatoes. An ANOVA model was used to determine the mean maximum WTP for organic tomatoes based on selected factors.

Most consumers were willing to pay premium prices for organic tomatoes. Results indicated that consumers’ area of residence, educational level, income range, and their perception of the health benefits derived from organic tomatoes significantly influenced their WTP for organic tomatoes.

Empirical results suggests a differentiated organic market should be implemented in Trinidad.

Given an informed consumer base, farmers can expect to receive a premium price for their produce. Consumers can benefit from having more choices in the agricultural market.