To answer this question we conducted a consumer survey in Berlin
(Florkowski et al., 1996a,b). Several questions concerned the relative
importance of quality criteria of vegetables (Table 10.1).
Among the most important criteria were freshness, low residues, good
taste and firm, crisp texture. Size and uniformity of size were rated least
important. Good taste and healthiness were given as the most important
reasons to eat vegetables. Willingness to pay the highest additional price
was indicated for improved flavor and production harmless to the envi-
ronment. A recent European study on food choice (Lennernäs et al.,
1997) reported quality/freshness, price, taste and healthiness as most im-
portant to European consumers, but family preferences, habit and con-
venience also were rated important.
In summary all the different criteria can be grouped into four major
categories (Table 10.2). The first category includes appearance, color
and texture. These attributes can be readily determined visually or by
touch. Therefore, they can be used as criteria throughout the production
and distribution system. The second category includes flavor and mouth-
feel. As in the first category, the attributes are closely related to physi-
cal and chemical attributes and are perceivable by the human senses
during consumption and by analytic instruments.
Attributes with health relevance (minerals, vitamins, fiber, bioactive
substances) and safety (residues, nitrate, etc.) are not open to direct con-
sumer evaluation, and therefore they cannot contribute to an attribute
liking—hence they are not detectable by an acceptance test. Extrinsic
product characteristics such as marketing variables, social and environ-
Quality Criteria 179- Freshness
- Residues below allowable level
- Good taste even if not uniform
- Firm, crisp
- No damage
- Harvested when ripe
- Price
- Clean
- Organically grown
- Size
- Uniform size
Table 10.1. Relative Importance of Quality Criteria of Vegetables.