Agriculture Reference
In-Depth Information
15
Consumer and Food-Service Handling of
Fresh Produce
Christine M. Bruhn
Introduction
The recognition that eating fruits and vegetables contributes to good health is widely
held. In the last decade, 70% or more people say they are increasing their consumption
of fruits and vegetables (Research International 1999, 2004). Improvements in
handling and distribution systems and the increased availability of locally grown
products in supermarkets and farmer's markets have increased consumer exposure to,
and demand for, quality produce. In fact, high-quality produce, a clean, neat store,
and high-quality meat are the three factors most often ranked as very important to
consumers in selecting a supermarket (Food Marketing Institute 2007). The impor-
tance of high-quality fruits and vegetables is consistent across the range of urban,
suburban, rural, and small town environments. Although the consumption of fruits
and vegetables enhances health, these products may also increase the risk of foodborne
illness if not handled properly from production through consumption.
Selecting Produce
The Food Marketing Institute's annual survey of 1,000 households consistently indi-
cates good taste as the most important factor infl uencing purchases (Research
International 2000). The perception of association with health does have an infl uence,
and 88% of consumers indicate they are somewhat or very concerned about the nutri-
tional content of their diet (Food Marketing Institute 2007). Produce is viewed as a
healthy food choice. In each of the last 10 years, 70% or more consumers responding
to the Food Marketing Institute's annual survey indicated they have increased their
consumption of produce to achieve a healthier diet (Research International 2004).
When asked to disclose how they are changing their diet to improve or maintain health,
respondents most frequently mentioned eating more fruits and vegetables (International
Food Information Center 2007 ).
Americans responding to Parade's Annual Study of the Nation's Shopping Practices
say they are eating more complex carbohydrates including vegetables 50%, salads
49%, and fruits 47% (Hales 2004). Consumers view fruits and vegetables as good
sources of vitamins, minerals, and fi ber, and helpful in controlling calories. Focus
groups conducted over the Internet by Vance Research Services found consumers were
aware of the link between eating produce and reducing the risks of cancer (Nelson
2004). When asked what health-related reasons led them to eat more produce, people
responded that they were cutting back on calories, reducing cholesterol, following
a diet, or following suggestions from a health professional. More households with
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