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
Crop ProtectionAt Paramount Farming, Mating Disruption Pays Off
February 10, 2015
To say Brad Higbee is an expert in mating disruption, the use of pheromones to confuse target pests and reduce Read More
Crop ProtectionGrower Experienced In Biocontrols Says: Be Patient
February 4, 2015
The use of biocontrols in all aspects of agriculture is becoming more widespread. But incorporating biocontrols in a vegetable farming Read More
FruitsWorkshop Set In Florida To Help Grow Local Food Movement
March 2, 2015
Meeting part of nationwide effort to train people how to attain grants for USDA’s Farmers Market and Local Food Promotion programs. Read More
Citrus18 Must-Have Apps For GenNext Growers
March 1, 2015
We asked about your favorite mobile applications, and here's what you had to say. Read More
Florida Ag ExpoGrowers Get The Lowdown On Cooling Crops
March 1, 2015
Demonstration shows how hydrocooling can help get the most out of fruits and vegetables once harvested. Read More
FruitsDon’t Be Afraid To Charge More For Value Of Agritainment [Opinion]
February 28, 2015
A higher admission price helps to sets a level of expectation and helps offset the costs of running a successful farm marketing operation. Read More
Apples & PearsCompany Responsible For First GMO Apples Is Sold
February 27, 2015
Okanagan Specialty Fruits, the company behind the world's first non-browning apples, fetches $41 million. Read More
Stone FruitPeach Training Systems Aren’t One-Size-Fits-All
February 27, 2015
Although pedestrian, ladderless orchards are increasing in California, growers in Pennsylvania are opting for tall V-training systems. Read More
IrrigationNo Federal Water For California’s Central Valley Growers – Again
February 27, 2015
Skimpy snowpack leads Bureau of Reclamation to make unprecedented announcement that there will be a zero initial allocation for the second year in a row. Read More
Apples & PearsThe Recession That Keeps On Taking
February 27, 2015
We’re still seeing the aftermath of the Great Recession on consumers’ purchasing habits seven years later. Read More
Grower Achievement AwardSubmit Your Nomination For The 2015 Grower Achievement Award
February 27, 2015
American Vegetable Grower magazine's annual award is designed to recognize an innovative operation that represents the spirit of excellence. Read More
FruitsMaximize Produce Profits By Focusing On Soil Health
February 27, 2015
Cover crops are just one of the ways you can help boost your trees’ and vines’ performance and your bottom line. Read More
The Latest
FruitsWorkshop Set In Florida To Help Grow Local Food Movemen…
March 2, 2015
Meeting part of nationwide effort to train people how to attain grants for USDA’s Farmers Market and Local Food Promotion programs. Read More
Citrus18 Must-Have Apps For GenNext Growers
March 1, 2015
We asked about your favorite mobile applications, and here's what you had to say. Read More
Florida Ag ExpoGrowers Get The Lowdown On Cooling Crops
March 1, 2015
Demonstration shows how hydrocooling can help get the most out of fruits and vegetables once harvested. Read More
FruitsDon’t Be Afraid To Charge More For Value Of Agrit…
February 28, 2015
A higher admission price helps to sets a level of expectation and helps offset the costs of running a successful farm marketing operation. Read More
Apples & PearsCompany Responsible For First GMO Apples Is Sold
February 27, 2015
Okanagan Specialty Fruits, the company behind the world's first non-browning apples, fetches $41 million. Read More
Stone FruitPeach Training Systems Aren’t One-Size-Fits-All
February 27, 2015
Although pedestrian, ladderless orchards are increasing in California, growers in Pennsylvania are opting for tall V-training systems. Read More
IrrigationNo Federal Water For California’s Central Valley Grower…
February 27, 2015
Skimpy snowpack leads Bureau of Reclamation to make unprecedented announcement that there will be a zero initial allocation for the second year in a row. Read More
Apples & PearsThe Recession That Keeps On Taking
February 27, 2015
We’re still seeing the aftermath of the Great Recession on consumers’ purchasing habits seven years later. Read More
Grower Achievement AwardSubmit Your Nomination For The 2015 Grower Achievement …
February 27, 2015
American Vegetable Grower magazine's annual award is designed to recognize an innovative operation that represents the spirit of excellence. Read More
FruitsMaximize Produce Profits By Focusing On Soil Health
February 27, 2015
Cover crops are just one of the ways you can help boost your trees’ and vines’ performance and your bottom line. Read More
FNV logo
CitrusPMA Announces Funding For Major Produce Marketing Progr…
February 26, 2015
The produce industry is getting into brand marketing in a big way. The Produce Marketing Association (PMA) has announced the launch of a new promotional campaign - FNV - designed to take a page from the marketing strategies of big-money consumer brands like Nike and Apple. Read More
GrapesWashington Winegrape Industry Announces Honors
February 26, 2015
Awards included Grower of the Year, Industry Service, Lifetime Achievement, Restaurant of the Year and Posters. Read More
GrapesSonoma Agriculture Preservation Plan Unveiled
February 26, 2015
Winegrowers’ 100-year business plan is the first of its kind in agriculture. Read More
Apples & PearsNew Plant Growth Regulator Use Expanded
February 26, 2015
Ten more states grant registrations for Fine Americas’ new Kudos PGR. Read More
Apples & PearsFrom The Road: IFTA Conference Day 5
February 26, 2015
Carlson lecture highlights where IFTA has been and looks to the next generation to continue the legacy. Read More
FruitsHave Faith In Science – Which Means GMOs [Opinion…
February 25, 2015
When it comes to farming, sticking with established, commonly accepted science is the way to go. Read More
Apples & PearsFrom The Road: IFTA Conference Day 4
February 25, 2015
Creating fruiting walls with mechanical hedgers can help increase light interception in the canopy, say researchers and growers. Read More
PotatoesPotato Grower Black Gold Farms Aquires George Wood Farm…
February 25, 2015
The transaction includes all production and packing operations.   Read More