To be competitive, nurseries must offer unique plant material that is in demand from consumers.  Kentucky State University's Horticulture Extension Program works with several nurseries in Kentucky assisting them with propagation and growing advice, troubleshooting pests and diseases, cultivar recommendations, and obtaining propagation material.  KSU has released three improved pawpaw cultivars (KSU-Atwood, KSU-Benson, and KSU-Chappell) that were developed through selective breeding and rigorous variety trials. We have assisted nurseries in propagating KSU cultivars, which are now available for sale at their nurseries. Improved cultivars are in high demand from consumers and sell for $10-15 per tree more than seedlings, leading to a greater profit for these nurseries. This year, Kentucky nurseries sold on average 50 trees per nursery of KSU improved cultivars, a profit of $500-750 per nursery annually, which will increase in coming years as their nursery stock matures. We will continue to assist these nurseries with propagation material and information on methods of propagation. Additionally, we have worked with one Kentucky native plant nursery that did not previously sell pawpaw trees with growing information, leading to that nursery now selling pawpaw seedlings for $20-25 per tree. Another past participant in KSU pawpaw field days, Third Thursday Things, pawpaw workshops, and pawpaw conference has started their own nursery this year specializing in pawpaws, based on information received from KSU horticulture extension, and will have trees available for sale next year of KSU trademarked cultivars and other improved cultivars.