How do consumers appreciate differences between common and uncommon tomato varieties?
A.A.M. Poelman*, G.B. Dijksterhuis Wageningen UR, Agrotechnology & Food Innovations, the Netherlands astrid.poelmanwur.nl Generally, ‘heirloom’ tomatoes are considered varieties that are at least 50 years old and are able to reproduce without seeds (no hybrids). There are many different varieties and their appearance is very heterogeneous in colour (e.g. red, yellow, green, brown), pattern (uniform colour or two e.g. yellow and green stripes), size and shape (round, egg-like, or irregular shape). To successfully market these tomatoes, one needs to know which varieties are most liked and correspond best with consumers’ expectations of heirloom. This was studied in an experimental consumer study with 57 consumers who frequently eat tomatoes. Each consumer evaluated a range of heirloom tomatoes on appearance, thereafter on taste. The consumer group was split in half and each received separate instructions. One group was presented a story about heirloom and modern tomatoes after which they
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