Agriculture Reference
In-Depth Information
children said they were increasing their produce consumption compared to households
without children.
The U.S. Department of Agriculture (USDA) Economic Research Service (2005)
uses marketplace disappearance data to indicate consumption of foods over time. This
measure is calculated by measuring the total amount of a commodity produced in the
United States plus imports and beginning stocks, and then subtracting exports, ending
stocks, and nonfood uses. Per capita estimates are then calculated using population
estimates for the year. These data are used for economic analysis to indirectly measure
trends in food consumption. The results were consistent with an increase in fruit and
vegetable consumption, with the greatest increase in fresh compared to frozen or
canned categories (USDA Economic Research Service 2005). Apples, bananas, carrots,
bagged salads, and broccoli are the top fi ve fruit and vegetable commodities consum-
ers report eating more of in 2004 (Nelson 2004).
Attitude studies indicate consumers tend to prefer locally grown produce because
it is considered fresher and riper, it is transported with less fuel, and it supports the
local economy, although many people are not aware of what produce is grown locally
(Bruhn 1992; Lockeretz 1986). At this time, branding does not appear to be a major
factor related to consumer perceptions of quality. When branding was addressed in
2000, almost 90% of consumers believe branded and nonbranded items were about
the same in nutritional value, and about 80% considered them comparable in storage
life and taste. With regard to safety, 75% of consumers consider branded and non-
branded items comparable (The Packer 2000).
When selecting raw produce, ripeness and freshness are rated as the most important
factors in the initial purchase (The Packer 2001). Having the appropriate color, ripe-
ness, shape, and size are also important factors (Govindasamy and others 1997).
Although color varies by produce type and variety, red blush is preferred in some
products, like peaches and nectarines (Bruhn 1995). A characteristic odor is desirable
as an indicator of ripeness and high quality. Generally, larger-sized products are priced
at a premium; however, some consumers may prefer medium or smaller sizes, depend-
ing on who will be eating the item and how it will be consumed. Produce with scars,
scratches, and other marks are considered lower quality (Kader 2002); however, some
consumers will purchase lower-grade produce if the price is suffi ciently low and other
factors are present to indicate good quality. When asked how produce could be pro-
moted to encourage purchases, consumers suggested focusing on quality, holding
products at proper temperatures, removing spoiled produce from the display, providing
sample tasting to demonstrate the quality to consumers, and offering new recipe ideas
and preparation tips (Bruhn 1995; The Packer 1996a,b).
Consumer Perception of Produce Safety
Even with the widely publicized outbreaks of
Escherichia coli
in leafy greens and
Salmonella
in tomatoes, the Food Market Institute's annual survey of consumer atti-
tudes indicates that generally between 80-86% of consumers were completely or
mostly confi dent that food in the supermarket is safe (Research International 2004).
Perception varies over time, depending on news coverage of food safety issues.
Consumer confi dence signifi cantly decreased between 2006 and 2007, dropping from
