Agriculture Reference
In-Depth Information
frequent purchasers of organic produce, and who live in suburban areas were more
likely to purchase IPM-grown produce and to pay a premium (Govindasamy and Italia
1997). If advertised, the IPM approach may more accurately refl ect the environmental
and food safety attributes consumers currently associate with organic foods.
Waxes
Waxing is a concern for many consumers. A national survey in 1995 indicated that
only 35% of women and 43% of men said they defi nitely would eat fresh produce
knowing that it is coated with an approved food-grade wax. Since many produce items
already appearing in supermarkets are waxed, and nonwaxed fruit is afforded little
shelf space, the appearance of waxed fruit must appeal to most consumers. Consumer
attitudes appear to indicate a preference for natural (unmodifi ed) produce, a concern
regarding the long-term health effects of ingesting wax, and the perception that wax
affects product taste (The Packer 1995).
Microbiological Hazards
Consumers consistently volunteer that the greatest threat to food safety is microbio-
logical (Food Marketing Institute 2007; Research 2004; Research International 2004).
Several recent highly publicized outbreaks of foodborne illness have identifi ed fresh
produce as the source of the pathogen. Outbreaks have been associated with canta-
loupes as the source of Salmonella ; frozen strawberries contaminated with Hepatitis
A virus; and spinach, lettuce, sprouts, fresh apple juice, and fresh basil implicated in
outbreaks of E. coli O157:H7. Consumers responded by avoiding the implicated
product. Historically, after these incidences, as many as 60% of consumers indicated
they were more concerned about bacterial contamination of fresh produce than in the
previous year (The Packer 1998). After the spinach outbreak and other illnesses associ-
ated with fresh produce in 2006, 84% of consumers said they had stopped purchasing
the products, with 74% specifi cally identifying spinach as an item they did not buy.
(Food Marketing Institute 2007). The trend to stop purchasing specifi c product items
continued as food safety concerns remained in the news. In 2008, 34% of consumers
indicated they had stopped purchasing some produce item the previous year (Food
Marketing Institute 2008). Although consumers believe produce grown in the U.S. is
safer than imported produce, the USDA Economic Research Services has noted that
outbreaks occurred from domestic and imported produce (Zepp and others 1998). Care
must be taken in the production and processing of fresh produce to avoid contamina-
tion or to destroy potential pathogenic organisms.
Perception of Produce Processed for Convenience
Convenience is highly valued among today's consumers. A review of successful new
product introductions confi rms that foods with increased convenience are well received
(Grocery Manufacturers of America 2004). Consumers report an increased use of
pretrimmed, washed, and bagged fresh produce. Overall, 32% indicated they pur-
chased convenience products more frequently than 5 years ago. More households with
children purchased convenience products (31%) compared to households without
children (25%) (see The Packer 2004 ).
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