FoodLogistics.com |

Newark, DE: A new study commissioned by the Produce Marketing Association (PMA) has shown that U.S. consumers value the taste of their produce and are willing to pay higher prices in order to obtain better tasting produce. However, they feel the produce industry is letting them down.

92 percent of 1,000 “primary shoppers” surveyed by telephone by Opinion Dynamics Corp. felt that taste was somewhat or extremely important. The study also showed that three-quarters of those surveyed felt produce flavor played a big factor in their store choices.

However, the surveyed also revealed that a mere 25 percent of consumers say they are “very satisfied” with the taste of the produce they purchase, while some 30 percent reported only “middle-of-the-road” satisfaction.

"We are responsible for some of the only foods consumers are being encouraged to eat more of, not less,” says PMA president Bryan Silbermann, "yet our customers tell us we are failing to deliver on that promise."

The inability of consumers to find good-tasting produce is hurting sales at grocery stores, Silbermann notes. However, 70 percent of those surveyed said that if they could find fruits and vegetables that they thought tasted better, they would pay at least a little more for it. 10 percent said they would pay a lot more.

"Our industry appears to be missing out on a sales-growing opportunity to market and deliver better tasting produce," says Silbermann. "This research offers a vision for increasing sales and margins, by giving our customers what they want."