Lower-grade fruit availability may not increase consumption

New research suggests that increasing the availability of lower grade fresh fruit and vegetables may not be the answer to increasing its consumption.

The research by Cranfield University set out to understand what affects fruit and demand. Of those surveyed, the research identified that the fresh produce industry perceived that the '5-a-day' message has had little to no impact alone on fruit and vegetable demand. Results also revealed, through structured interviews, that some suppliers feared that promotions are being overused in the current climate.

Another key finding from the research was that employment status has had a significant effect on some fruit and vegetable purchasing - apples, potatoes and strawberries.Those working 'Under 8 hrs', 'Unemployed' or in 'Full time Education' purchased significantly lower amounts of standard and value lines compared to those in full-time employment or retired groups.

Professor Leon Terry, Cranfield's lead researcher, said: "Supplier perception is that it is unclear whether consumers fully understand promotions and indeed the true price of different and vegetable lines as they have little to properly benchmark prices against. This potential problem represents a real risk and one that needs further consideration. Critically, the report identified that there is an evidence gap in our understanding about the potential impact of consumer attitudes to certain types and that the demand drivers are likely to be produce specific."

More information: The complete report is available online: randd.defra.gov.uk/Default.asp… ed=0&ProjectID=17802

Related Stories

You are what you eat

date Mar 07, 2012

Fruit and vegetable consumption is correlated with changes in skin redness and yellowness, as reported in the Mar. 7 issue of the open access journal PLoS ONE.

Nitrogen management studied in greenhouse pepper production

date Jan 31, 2014

As consumer demand for year-round fresh produce increases, vegetable and fruit producers are facing significant environmental and sustainability issues, and are being challenged to examine traditional production practices ...

Ease of access improves fruit and vegetable consumption

date Sep 03, 2013

Low-income communities have particular problems getting adequate fruits and vegetables because of limited access to supermarkets and farmers markets. A new study from Wake Forest Baptist Medical Center shows that community-supported ...

Recommended for you

India's bidi workers suffer for 1,000-a-day habit

date 7 hours ago

Zainab Begum Alvi and her band of young helpers hunch over baskets filled with tobacco flakes and dried leaves, trying to roll a thousand dirt-cheap cigarettes a day at the behest of India's powerful bidi barons.

Key to better sex ed: Focus on gender & power

date Apr 17, 2015

A new analysis by Population Council researcher Nicole Haberland provides powerful evidence that sexuality and HIV education programs addressing gender and power in intimate relationships are far more likely ...

Journal tackles aging policy issues raised by White House

date Apr 17, 2015

In anticipation of the forthcoming 2015 White House Conference on Aging (WHCoA), The Gerontological Society of America (GSA) has produced a special issue of The Gerontologist that outlines a vision for older adults' econom ...

User comments

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.