Consumer and Retailer Satisfaction With the Quality and Size of California Peaches and Nectarines

Over 200 consumers and produce buyers representing 15 major supermarkets were interviewed in 1992 to determine factors considered in peach and nectarine selection and interest in fruit below marketing order minimum sizes. Fruit firmness, color and aroma are the most important characteristics consumers use to judge quality. More consumers are satisfied with the size of peaches and nectarines available in the market than are satisfied with the quality. Very few prefer smaller sized fruit and those who have purchased small prebagged fruit, believe it is inferior and a poor value. Retailers, including those marketing in lower income areas, do not find current size standards restrictive nor are they interested in purchasing smaller fruit. Retailers believe growers should focus on quality and better tasting varieties. Both consumers and retailers consider mealy peaches a problem. Results indicate that marketing orders should emphasize quality and maturity indicators.