Consumer Attitudes Toward the Use of Geographical Product Descriptors as a Marketing Technique for Locally Grown or Manufactured Foods

Five focus group discussions were conducted in the four counties of Hawaii to investigate consumer attitudes toward product descriptors for: Kona Coffee, Kona Coffee Blend, Hawaii Coffee and Island Fresh. Results indicate that Kona Coffee was considered by consumers as an appropriate product descriptor for coffee products consisting only of 100% Kona coffee. Consumers also described the use of the following product descriptors as appropriate: Kona Coffee Blend , for coffee products containing at least 50% Kona coffee; Hawaii Coffee , for coffee grown only in Hawaii; and Island Fresh only for traditional, perishable foods that were grown, harvested, and/or slaughtered on the Islands (except milk, dairy products, and roasted whole coffee beans, which may also use the product descriptor). Consumer standards for a Kona Coffee Blend differ from those adopted by the industry in 1992. Because consumers at all five locations expressed similar views, results indicate that these findings could be representative of those of Hawaii residents. Results also indicate that Hawaii consumers are consistent with the rest of the nation and the Food and Drug Administration in their requirements for truthfulness in labeling. Consumers want to know label information is correct and accurate in order to assess quality in relation to price and make informed decisions.