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
Florida Ag ExpoResearchers To Put 3 Major Crop Threats On Trial
August 1, 2015
Nematode, disease, and weed management on deck for the 10th annual Florida Ag Expo. Read More
woman smashing an alarm clock with a hammer
CitrusDon’t Become A Time Crunch Casualty
July 31, 2015
Finding the balance between work life and home life is easier said than done for GenNext Growers. Read More
PotatoesLate Blight Confirmed In Areas Of Idaho; Number Of Potato Psyllids Dips
July 31, 2015
The number of potato psyllids decline while additional fields are noted as having late blight. Read More
Apples & PearsReTain Now Registered For Double Application
July 31, 2015
ReTain plant growth regulator (PGR) has been registered by EPA with a new label use that allows pome fruit growers Read More
Crop ProtectionLettuce Disease Gives E. Coli A Boost
July 31, 2015
E. coli prefer cut, injured, and young lettuce leaves. Read More
Farm ManagementAn Excellent Industry Education [Opinion]
July 31, 2015
The end of one era, and the ushering in of another. Read More
Stone FruitThe Strong Staying Power Of The Redhaven Name In Peaches
July 31, 2015
People tend to be nostalgic about peach varieties, but the switch of varieties grown by a region happens for a Read More
Crop ProtectionResources For Knowing Your Soil
July 30, 2015
Getting to know your soil and learning other environmental and natural resources data can be downloaded and is available for use with many computer software platforms for general resource analysis and farm management. Read More
money
CitrusBankrupt Florida Farm To Yield Plenty Of Land, Equipment In Upcoming Auction
July 30, 2015
As many as seven different buyers could be part of this Chapter 11 proceeding. Read More
Sanjay Shukla
ProductionGeometrically Speaking, Thinking Smaller Might Produce Big Savings For Vegetable Growers
July 30, 2015
University of Florida scientist develops compact planting bed formula that cuts water, fertilizer, and pesticide use in half. Read More
The Latest
Florida Ag ExpoResearchers To Put 3 Major Crop Threats On Trial
August 1, 2015
Nematode, disease, and weed management on deck for the 10th annual Florida Ag Expo. Read More
woman smashing an alarm clock with a hammer
CitrusDon’t Become A Time Crunch Casualty
July 31, 2015
Finding the balance between work life and home life is easier said than done for GenNext Growers. Read More
PotatoesLate Blight Confirmed In Areas Of Idaho; Number Of Pota…
July 31, 2015
The number of potato psyllids decline while additional fields are noted as having late blight. Read More
Apples & PearsReTain Now Registered For Double Application
July 31, 2015
ReTain plant growth regulator (PGR) has been registered by EPA with a new label use that allows pome fruit growers Read More
Crop ProtectionLettuce Disease Gives E. Coli A Boost
July 31, 2015
E. coli prefer cut, injured, and young lettuce leaves. Read More
Farm ManagementAn Excellent Industry Education [Opinion]
July 31, 2015
The end of one era, and the ushering in of another. Read More
Stone FruitThe Strong Staying Power Of The Redhaven Name In Peache…
July 31, 2015
People tend to be nostalgic about peach varieties, but the switch of varieties grown by a region happens for a Read More
Crop ProtectionResources For Knowing Your Soil
July 30, 2015
Getting to know your soil and learning other environmental and natural resources data can be downloaded and is available for use with many computer software platforms for general resource analysis and farm management. Read More
money
CitrusBankrupt Florida Farm To Yield Plenty Of Land, Equipmen…
July 30, 2015
As many as seven different buyers could be part of this Chapter 11 proceeding. Read More
Sanjay Shukla
ProductionGeometrically Speaking, Thinking Smaller Might Produce …
July 30, 2015
University of Florida scientist develops compact planting bed formula that cuts water, fertilizer, and pesticide use in half. Read More
GrapesDrought’s Impact On California Winegrapes
July 30, 2015
The impact is minimal this year, but the future is uncertain if the drought continues. Read More
Apples & PearsEPA Approves New 1-MCP Technology
July 30, 2015
EPA approved Fysium, a new 1-MCP product from Pace International LLC. Considered new technology, this product is produced on-site by Read More
FruitsTodd Snyder Named President And CEO Of C&O Nursery
July 30, 2015
Todd Snyder, the third generation of Snyders to run C&O Nursery, was recently named president and CEO of the family Read More
Crop ProtectionNew Fungicide Targets Key Diseases
July 30, 2015
This disease control tool hits two different parts of the fungal life cycle. Read More
CitrusWestern Growers Praises Introduction Of California Emer…
July 30, 2015
Legislation contains short- and long-term provisions to deal with the historic drought. Read More
Farm ManagementFour Great Pricing Tips From U-Pick Experts
July 30, 2015
Although each of the growers I talked to has his or her own take on a pricing structure, they all Read More
BerriesUC-Davis Responds To California Auditor’s Recomme…
July 30, 2015
Following a six-month review of the University of California (UC)-Davis Strawberry breeding program, the California state auditor’s office has released Read More
Farm ManagementHow To Find Your Perfect U-Pick Pricing Structure
July 30, 2015
If there’s one mission impossible for pick-your-own operations, it might just be how to set a pricing structure. Odds are you’ve Read More