extent Fuji does as well. Fiesta is not thought to be sweet but is con-
sidered unripe and acid/sour along with Braeburn, Aurora and Granny
Smith. The study indicated a reliable and reproducible pattern of con-
sumer segmentation towards either a preference for sweet, coxlike style
or a hard acidic style. The market opportunity for an English variety
similar to the Granny Smith is perceived.
By identifying key components of consumer preference in this way,
the components can be related back to physical and chemical studies, al-
lowing for the development of clear specifications that can be applied in
fruit selection. Another method of selection or breeding may be achieved
by using genetic markers. Genetic markers for mildew resistance, scab
resistance and fruit color have been located and by extending this work
markers may be located for texture and flavor characteristics. In the fu-
ture is hoped that specific components of organoleptic quality will be re-
lated to these markers enabling the desired attributes to be selected (Alston
et al., 1996) for a wide range of fruit and vegetables.
Chewing Behavior
We still do not understand enough about the mastication process, that
is, how food is broken down during mastication, and how this dynamic
process influences our perception of the texture and flavor of foods. In
recent years electromyographs (EMG) of the masticatory muscles have
taken us a step further toward answering these questions. EMG has been
used to monitor the activity of the masticatory muscles during chewing
using small electrodes placed on the skin over the muscles. The activ-
ity of these muscles reflects the textural quality of the food being eaten
and how this changes during the mastication process. Consumers inter-
act with food (in the mouth) in different ways, and derive different sen-
sory information about the food they are consuming (Brown, 1995).
Examination of the mastication patterns for different individuals and
foods should assist in understanding the way different foods are per-
ceived.
The authors believe too much emphasis has been put on the supposed
properties of the food and not enough on the mechanisms of perception.
Examining all the factors that bear on a consumer in choosing and sub-
sequent consuming foods and beverages, it is clear that previous research
on fruit and vegetable quality has not acknowledged these adequately.
Future research needs to take a far more integrated perspective of both
the people factors and the food factors and the interactions between the
Sensory Attributes that Influence Preference 165