Farmers and merchants alike are constantly trying to pinpoint the factors leading consumers to select the produce that they add to their carts. How big of a role does an organic label play? Do shoppers lean more toward nutrient-packed fruits and vegetables, or are they more concerned with cost?
Going for the flavor
As one group of researchers discovered in a recent study, all of the aforementioned factors may play less of a role than previously thought. A group of scientists from the University of Florida Institute of Food and Agricultural Sciences concluded in an April 2017 paper that more often than not, consumers will choose produce based on flavor profile. Visuals and appearance were found to be more significant than health benefits when it came to selecting produce, according to data from a national survey of 1,220 consumers. Produce, especially fruit, that appears sweet and juicy is more likely to be chosen from the aisle.
However, the university research team was quick to point out that just because an apple looks appealing to the eye, does not mean that will translate to taste satisfaction. Or for that matter, does it mean that that given fruit or vegetable will be high in nutrients, vitamins or other essential minerals.
"They choose based on aroma and appearance," said lead study author Amy Simonne, a professor in the UF/IFAS family, youth and community sciences department. "Consumers might want to change the way they choose fruit."
The scientists advised reading carefully through packaging and labels before making a purchase. The nose test also works well, according to the researchers. Pleasing aromas of fruit will translate to satisfying flavors.
The truth about organic foods
Throughout the past decade or more, the popularity of organic food has both surged and fallen. As The Washington Post pointed out, the value of the organic market has risen to $40 billion in recent years – a figure that has not come without its share of scrutiny.
First, the buzz around organic food sent everyone running to their nearest Whole Foods Market. The craze continued though a time when manufacturers discovered labeling tactics that could sway shoppers into thinking items were healthier or more organic than they actually were. Subsequently, consumers got more savvy and became experts at label-reading. Moreover, consumers discovered that a USDA Organic label may not even necessarily mean the farm where that piece of fruit, vegetable or gallon of milk came from followed true organic farming practices after all, according to The Washington Post.
And then, many consumers discovered that the true benefits of organic food weren't as great as originally thought, as a recent article published in New York Magazine reported. Organic does not always mean that a product or ingredient is healthier or that it holds more nutrients. Moreover, it doesn't even mean that it's better for the environment, which may have been a previous concern of frequent organic shoppers. All told, the value of labels such as organic is fading. Perhaps more important, the New York Magazine article proposed, is labeling based on toxicity. Consumers, wrote the author, should have a list of pesticides used and at what volume in the crops of the produce being purchased.
Pesticides and produce: How much consumers care
Flavors, nutrients and organics aside, many farmers still want to know how much of an impact pesticides play in a consumer's decision to purchase produce. How much does the health impact from pesticides on the environment, farm workers and even oneself matter when buying fresh fruit, local ingredients or flowers? It matters enough for large corporations like Wal-Mart and True Value to join a pledge to remove neonicotinoids products from their shelves, Common Dreams reported.
Neonicotinoid pesticides are one of the primary toxins responsible for the decline in the bee population globally, according to the source. Already, Wal-Mart has announced that nearly 80 percent of its garden plants are free of the herbicide.
Produce and pesticides are no different, according to a Consumer Reports survey. Of the 1,050 participants in the study, 85 percent cited pesticides as a concern when shopping for produce. Much of the concern rises from the confusion surrounding misinformation and labeling, which is why continued efforts to streamline and improve both are so important for consumers and farmers alike. While appearance and flavor are important when it comes to purchasing produce, having a comprehensive listing of pesticides is key.
