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

Farm ManagementIndustry Organizations Sound Off On President’s Immigration Plan
November 21, 2014
Agriculture is not given the attention it so sorely deserves when it comes to the immigration debate. Read More
Insect ControlDon’t Turn Your Back On Striped Blister Beetles
November 21, 2014
Learn how to ID, the survival and spread, as well as management methods of this vegetable pest. Read More
CitrusRamped-Up Predatory Mite Production To Benefit Growers
November 21, 2014
Biologics company Beneficial Insectary now rearing two species in its California facility. Read More
NutsArizona Pistachio And Pecan Growers Benefiting From High Prices
November 21, 2014
Pecan production alone is expected to double in the next 10 years. Read More
Apples & PearsOn The Road With The International Fruit Tree Association Study Tour To Italy Part 2 [Slideshow]
November 21, 2014
Attention to detail is evident in the production of high quality feathered apple trees at GRIBA’s nursery. Read More
Fruits2014 California Winegrape Harvest: Outstanding
November 21, 2014
It’s the earliest crop of the decade, but still a third in a string of great vintages. Read More
FruitsFetzer Vineyards Pioneers Zero Waste
November 21, 2014
Company achieves top sustainability certification by diverting 98% of its waste from the landfill. Read More
VegetablesFormer Harris Seeds Co. CEO, Per Jensen, Passes At 85
November 21, 2014
A passion for plants defined longtime industry influencer. Read More
GrapesPerfect Storm Hurts New York Concord Grape Growers
November 21, 2014
More than 10,000 tons of juice grapes are abandoned because of too much production and no market. Read More
FruitsClassic Turkey Day Dinner Costing Consumers More This Year
November 20, 2014
Despite increase, a family of 10 can still get stuffed for less than $50. Read More

The Latest

Farm ManagementIndustry Organizations Sound Off On President’s Immig…
November 21, 2014
Agriculture is not given the attention it so sorely deserves when it comes to the immigration debate. Read More
Insect ControlDon’t Turn Your Back On Striped Blister Beetles
November 21, 2014
Learn how to ID, the survival and spread, as well as management methods of this vegetable pest. Read More
CitrusRamped-Up Predatory Mite Production To Benefit Growers
November 21, 2014
Biologics company Beneficial Insectary now rearing two species in its California facility. Read More
NutsArizona Pistachio And Pecan Growers Benefiting From Hig…
November 21, 2014
Pecan production alone is expected to double in the next 10 years. Read More
Apples & PearsOn The Road With The International Fruit Tree Associati…
November 21, 2014
Attention to detail is evident in the production of high quality feathered apple trees at GRIBA’s nursery. Read More
Fruits2014 California Winegrape Harvest: Outstanding
November 21, 2014
It’s the earliest crop of the decade, but still a third in a string of great vintages. Read More
FruitsFetzer Vineyards Pioneers Zero Waste
November 21, 2014
Company achieves top sustainability certification by diverting 98% of its waste from the landfill. Read More
VegetablesFormer Harris Seeds Co. CEO, Per Jensen, Passes At 85
November 21, 2014
A passion for plants defined longtime industry influencer. Read More
GrapesPerfect Storm Hurts New York Concord Grape Growers
November 21, 2014
More than 10,000 tons of juice grapes are abandoned because of too much production and no market. Read More
FruitsClassic Turkey Day Dinner Costing Consumers More This Y…
November 20, 2014
Despite increase, a family of 10 can still get stuffed for less than $50. Read More
Insect ControlFlorida Vegetable Growers Gain Access To New Nematicide
November 20, 2014
Methyl bromide alternative Nimitz approved for use on tomatoes, peppers, okra, eggplant, cucumber, watermelon, cantaloupe, and squash. Read More
EquipmentHighlights From EIMA International In Italy [Slideshow]
November 19, 2014
The 2014 edition of the International Agricultural and Gardening Machinery Exhibition (EIMA) boasted a record number of attendees from 124 countries. Read More
Farm ManagementVegetableGrowerConnect Delivers Results For Growers And…
November 19, 2014
Suppliers and growers got down to business in San Diego discussing current needs, solutions, and ways to increase efficiencies on the farm. Browse this slideshow for VegetableGrowerConnect highlights. Read More
FruitsFixing Farm Labor Woes Worth The Extra Effort [Opinion]
November 19, 2014
40th annual Ag Labor Relations Forum encourages outreach and action. Read More
BerriesPackaging Company’s Campaign To Benefit Future Organi…
November 19, 2014
Sambrailo Packaging of Watsonville, CA, has partnered with California Certified Organic Farmers and will donate a portion of the sales of clamshells made from plastic bottles. Read More
Apples & PearsOn The Road With The International Fruit Tree Associati…
November 19, 2014
Win Cowgill of Rutgers University details a trip through the one of the most concentrated fruit growing areas in the world, the South Tyrol region of Italy. Read More
IrrigationAlmond Grower Honored For Water Efficiency
November 18, 2014
Ongoing drought highlights the efforts of third-generation Madera County grower Tom Rogers. Read More
CitrusWomen’s Impact On Agriculture Impressive [Opinion…
November 18, 2014
Florida Agriculture Commissioner Adam Putnam says the long-term sustainability of farming depends on our youth. Read More