One bad apple: Consumers prefer perfect produce

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Apple photograph presented to survey participants depicting 0 (U) 1 (V) 3 (W) 5 (X) 7 (Y) and 9 (Z) coverage of cosmetic damage. Credit: Chengyan Yue
Apple photograph presented to survey participants depicting 0% (U), 1% (V), 3% (W), 5% (X), 7% (Y), and 9% (Z) coverage of cosmetic damage. Credit: Chengyan Yue

A research study published in the October 2007 issue of HortScience found that consumers don't like blemishes—on apples, that is. The study of consumer values led by Chengyan Yue, PhD, Assistant Professor of Horticultural Science & Applied Economics at the University of Minnesota-Twin Cities, found that low tolerance for cosmetically damaged apples impacts consumers' purchasing decisions.


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