How To Serve Up Guaranteed Satisfaction

For years, the basic recommendations for handling of fruit after harvest have been to avoid physical injury and store the product at the lowest safe temperature. The focus has been to extend the usable life of the product for as long as possible to provide more flexibility in marketing the commodity. Such a focus on maximizing the time after harvest and aversion to risk of product loss has resulted in the produce industry losing sight of the consumer.

On average, consumers in the U.S. eat only two servings of fruits and vegetables per day, far lower than the five servings that are recommended. If U.S. consumers began to follow the recommended servings of two cups of fruit and 2½ cups of vegetables in the USDA Food Guide Pyramid, this would represent a 50% increase in consumption and thereby a similar increase in production and sales to meet the demand.

Flavor Potential

While several factors contribute to the low consumption of fruits and vegetables, it is clear that dissatisfaction with flavor is a key contributor. Long shelflife varieties, minimum harvest maturity, lowest storage and shipping temperatures, and extended time from harvest to consumption are not generally compatible with optimum flavor quality and consumer satisfaction. In many breeding programs, the focus on yield, disease resistance, shelflife, and fruit size often preclude a significant focus on flavor potential.

All components of the supply chain play a role in determining consumer satisfaction. For example, the grower or grower/shipper determines if a variety with good flavor potential is selected for planting. Making this choice might result in lower yield or greater disease susceptibility, thereby increasing costs to the grower. For this to be feasible, the buyer must recognize the enhanced flavor potential of the variety and compensate the grower through a higher price or more consistent business to compensate for his loss in yield.

Harvest Maturity

The grower also determines harvest maturity. The retailer, in cooperation with the grower/shipper, must be willing to accept a somewhat higher risk of losses due to over-ripe fruit, understanding that the overall customer satisfaction with his produce will increase along with his sales, compensating for the increase in losses. Such a dynamic has been demonstrated with the marketing of ripened pear fruit, where sales increased three-fold, more than compensating for a small increase in losses. Unless the retailer agrees to accept a few more over-ripe fruit and also begins to reject under-mature or under-ripe loads, this change in harvest maturity will not be possible.

Research conducted at universities, USDA, and private companies related to handling of fruit after harvest has focused for many years on how to maximize life after harvest. The focus is shifting to how to deliver maximum quality to consumers economically and feasibly. Such a change in focus will be challenging for the fruit industry to achieve, but in the end will result in greater sales and increased consumption of fruits by U.S. consumers.

Leave a Reply

Featured Stories
ProductionUse Broccoli Rotations To Reduce Disease And Minimize Leaching
July 1, 2015
Crop rotations are a key production practice utilized by every grower. You recognize the importance of rotations to break insect Read More
CitrusIndustry Stakeholders Rip Report Linking Citrus Consumption With Skin Cancer
July 1, 2015
Associations react swiftly; call out flaws in study released by the Journal of Clinical Oncology. Read More
Cucurbits11 Pumpkin And Squash Varieties
July 1, 2015
This month’s variety specs feature focuses on pumpkin and squash varieties. Features highlighted include great disease resistance packages, excellent yield potential, Read More
VegetablesInterview With Hazera Global Onion Product Manager
July 1, 2015
Onion is one of the most produced vegetable crops in the world. A lot of expertise is required to develop Read More
EquipmentHarvest Trends: More Mechanization Needed For Vegetable Growers
July 1, 2015
As the labor supply declines, industry experts and growers say investing in the latest harvesting technology will be necessary. Read More
healthy piece of citrus
Citrus Achievement AwardNeglected Research, Future Growers Top Of Mind For 2015 Citrus Achievement Award Winner
July 1, 2015
Orie Lee advises young up-and-comers to supplement production knowledge with business acumen; calls for more focus on blight. Read More
Business PlanningTake Climate Change — Please [Opinion]
June 30, 2015
It’s a difficult issue because people tend to think of it in terms of something tangible — like the weather. Read More
NutsWalnut Nitrogen Budgeting Critical
June 30, 2015
Applying the right amount of N is not easy because walnuts take a lot, but these days you don’t want to apply too much. Read More
FruitsHighlights From The Ohio Produce Growers And Marketers Summer Tour [Slideshow]
June 30, 2015
American Vegetable Grower magazine made its way to the Ohio Produce Growers and Marketers Association (OPGMA) Summer Tour & Field Read More
Insect ControlAlabama Insect Scouting Report Indicates Armyworm Numbers Have Increased
June 30, 2015
Report discusses caterpillars, sucking pests, and cowpea curculio activity and management. Read More
The Latest
ProductionUse Broccoli Rotations To Reduce Disease And Minimize L…
July 1, 2015
Crop rotations are a key production practice utilized by every grower. You recognize the importance of rotations to break insect Read More
CitrusIndustry Stakeholders Rip Report Linking Citrus Consump…
July 1, 2015
Associations react swiftly; call out flaws in study released by the Journal of Clinical Oncology. Read More
Cucurbits11 Pumpkin And Squash Varieties
July 1, 2015
This month’s variety specs feature focuses on pumpkin and squash varieties. Features highlighted include great disease resistance packages, excellent yield potential, Read More
VegetablesInterview With Hazera Global Onion Product Manager
July 1, 2015
Onion is one of the most produced vegetable crops in the world. A lot of expertise is required to develop Read More
EquipmentHarvest Trends: More Mechanization Needed For Vegetable…
July 1, 2015
As the labor supply declines, industry experts and growers say investing in the latest harvesting technology will be necessary. Read More
healthy piece of citrus
Citrus Achievement AwardNeglected Research, Future Growers Top Of Mind For 2015…
July 1, 2015
Orie Lee advises young up-and-comers to supplement production knowledge with business acumen; calls for more focus on blight. Read More
Business PlanningTake Climate Change — Please [Opinion]
June 30, 2015
It’s a difficult issue because people tend to think of it in terms of something tangible — like the weather. Read More
NutsWalnut Nitrogen Budgeting Critical
June 30, 2015
Applying the right amount of N is not easy because walnuts take a lot, but these days you don’t want to apply too much. Read More
FruitsHighlights From The Ohio Produce Growers And Marketers …
June 30, 2015
American Vegetable Grower magazine made its way to the Ohio Produce Growers and Marketers Association (OPGMA) Summer Tour & Field Read More
Insect ControlAlabama Insect Scouting Report Indicates Armyworm Numbe…
June 30, 2015
Report discusses caterpillars, sucking pests, and cowpea curculio activity and management. Read More
Nutrient ManagementResearchers Say Cover Crops May Help Save Soil In Flood…
June 30, 2015
According to experts, planting cover crops may help preserve healthy soil in fields in fields left empty this year thanks to flooding. Read More
TomatoesGSPP Accreditation Enables Sakata Seed America To Offer…
June 30, 2015
The seed company is now authorized to store, treat, process, package, and distribute GSPP-certified tomato seed for the NAFTA market. Read More
MarketingThe Power Of Local Food [Opinion]
June 30, 2015
Summer is now in full swing and we have entered what I like to call “the season of farmers markets.” Read More
PotatoesInnovative Technology Is Necessary For Potato Growers T…
June 30, 2015
Historically, there has often been opposition or fear of new agricultural technologies and today is no different, but it is critical that growers have access to technologies that meet consumer demand while using less land and conserving soil, water, and energy. Read More
BerriesRainy Weather Causing High Risk For Phytopthora In Berr…
June 29, 2015
With the rainy weather the Midwest has recently received, the conditions for Phytophthora diseases increases. An increased risk for oomycetes, Read More
Apples & PearsWildfires Damage Washington Fruit Businesses
June 29, 2015
More than 1,000 people have been forced to evacuate as a fast-moving wildfire swept into Wenatchee, WA, on Sunday night Read More
Farm ManagementMarketing Tips From GenNext Growers
June 29, 2015
Whether your business is in its beginning stages of development or is already established and in need of increased visibility, Read More
USDA organic logo
Farm ManagementThe ROI On An Organic Checkoff [Opinion]
June 29, 2015
Organic agriculture is more profitable for farmers than conventional agriculture, according to a recent study published in the Proceedings of Read More