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Abstract
Increasing consumer demand for variety in food products and grower interest in high-value alternative crops are fueling the development of novel specialty crops that may have strong market potential. The University of Florida has focused on developing new opportunities for citrus, including finger limes (Citrus australasica), recently releasing two cultivars with tolerance to Huanglongbing (HLB or citrus greening disease). However, the potential markets and supply chain relationships for Florida finger limes remain unexplored. This case study investigates how demand and supply factors must align to support the successful commercialization of a new product. An integrated theoretical framework is applied to analyze the economic system for finger limes, including stakeholder decision-making, motivation, and information exchange. Results highlight key drivers and constraints and illustrate an approach to assess emerging specialty crops with market uncertainty and limited data. Designed for capstone undergraduate and master’s students in agricultural economics and agribusiness, this case supports applied learning in market analysis, supply chain development, risk assessment, and stakeholder engagement. For more advanced students, a quantitative method appropriate for limited data is identified. The accompanying teaching notes equip students with practical skills to evaluate market opportunities for emerging products.