- Author: Pam Devine
Working at the Postharvest Technology Center, I often think about how to spread our mission of how to reduce postharvest losses and improve the quality, safety and marketability of fresh horticultural products. Part of doing this is educating consumers about making good choices so they have a better experience eating fruits and vegetables. And, if consumers have a better experience with fruits and vegetables, we eat more of them. If we can create demand at the consumer end, it will trickle through to the people that handle your produce: processors, retailers, distributors, carriers, marketers, shippers and finally growers.
I spoke with Jim Thompson, who wrote “From the Farm to Your Table: A Consumer’s Guide to Fresh Fruits and Vegetables” along with Adel Kader, two distinguished experts in the field of postharvest technology. Thompson said they wrote the publication knowing that, “For most consumers, it’s kind of a mystery what influences the quality of their produce. This publication answers some of the questions of how to make good choices at the market and at home.”
Thompson adds, “There are many things that can steal quality from produce. And it starts at the farm.”
The type of cultivar the farmer chooses to plant and what kind of soil, temperature and light conditions, irrigation and fertilization practices at the farm affect flavor and nutritional quality. When the product was harvested, how it was handled prior to arrival at your market, and how your market stores the product all influence the quality of your produce.
You certainly know which market in town has the best produce section, and it’s important to you. In fact, according to the 2011 National Grocers Association Consumer Survey Report, “Consumers say they are keeping health a priority—and 91 percent regard a stellar produce department as a ‘very important’ factor in where they buy groceries. This is precisely the same percentage as a year ago, which represented a dramatic five-point jump from the 86% level of two years ago. While the recession may have withered wallets, it hasn’t hurt consumers’ resolve on this measure.”
Please contact us at (530) 754-4326 or email@example.com if you’re interested in ordering multiple copies for a nutrition, health or cooking class or you can purchase them through our online bookstore.