Microwave-dried or air-dried? Consumers' stated preferences and attitudes for organic dried strawberries. A multi-country investigation in Europe

Non-thermal food processing technologies are becoming more important in the organic food sector because, beyond preserving the organic feature, they could offer organic products with additional benefits in terms of enhanced nutritional content and healthiness as well as better sensory properties that could satisfy the more complex demands of organic consumers. Berries have a well-known health benefits and show increasing market shares in European markets while dehydration can increase the food convenience in terms of extended shelf-life. This study investigates for the first time organic consumers' stated preferences, attitudes and individual differences for a non-thermal organic processing technology. Specifically, we investigated consumers' preferences for organic dried strawberries varying in drying technology used, such as the most conventional (i.e. thermal) air drying and the most innovative (i.e. non-thermal) microwave drying, origin, price levels, and nutrient contents in three European countries: Norway, Romania and Turkey. Data from a total of 614 consumers were collected through an online choice experiment. Results show that on average consumers prefer organic dried strawberries produced with air drying technology that have national origin, with natural nutrient content and at low price, but country and individual differences are identified. Consumers who showed least rejection for microwave dried products are young, mostly from Norway and have higher positive attitudes towards new food technologies. Consumers who showed most rejection for microwave dried products are older, mostly from Turkey and have higher positive attitudes for organic, natural and ecological products. Organic producers who adopt microwave drying might better inform consumers about the characteristics, the process and highlight the nutritional benefits of such technology. Finally, this research informs policy makers about the need to define and regulate more clearly microwave drying as an organic technology, as well as to regulate labelling to ensure that consumers are not misled and correctly informed about the new technology

Food choice determinants and perceptions of a healthy diet among Italian consumers

Healthy food choices are crucial for a healthy lifestyle. However, food choices are complex and affected by various factors. Understanding the determinant factors affecting food choices could aid policy-makers in designing better strategies to promote healthy food choices in the general public. This study aims to evaluate the food choice motivations and to segment consumer groups, according to their food choice motivations, in a sample of 531 Italian consumers (collected by convenience sampling), through offline and online survey platforms. K-means cluster analysis was applied to identify consumer groups using six food choice motivation categories (health, emotional, economic and availability, social and cultural, environmental and political, and marketing and commercial). The results suggest that the strongest determinants for the food choices of Italian consumers are Environmental factors and Health. Two consumer profiles were identified through the segmentation analysis: Emotional eating and Health-driven consumers. The respondents were found to have a good awareness of what comprises a healthy diet. There is a potential market for healthy and sustainable food products, especially products with minimal or environmentally friendly packages. Food labels and information strategies could be promoted as tools to assist consumers to make healthy food choices

Organic Food Marketing in Asia: a value chain perspective

Over the last three decades, the organic agro-food system in Asia has transformed from the early development stage to one of the most promising markets in the world. Initially from the attempt to apply the organic concepts to sustain agriculture, rural, and social development, nowadays, the increasing demands for organic food from the region and the industrialized countries is the main driver for organic farming movement in Asia. Due to the diversified characteristics and levels of economic development of Asian countries, the Asian organic food market is heterogeneous as it hosts a wide range of organic sector development scenarios, from early development to highly regulated. Japan is the third largest organic consumption market after the EU and the US while China and India are the main organic food producers in the world

Food Safety Assurance System for Fresh Produce Production in Thailand: A Review

In 2004, the Thai government enacted a food safety policy, \u2018from-farm-to-table\u2019, to ensure food safety throughout the food chain. Several food safety assurance systems such as good agricultural practices (GAP) are employed to control and monitor food safety. Nevertheless, a lack of confidence in food safety of products in the domestic market still exists. This study aimed to describe and analyse the current situation of GAP standards implemented in fresh produce production in Thailand. A mixed explorative and descriptive approach was used by reviewing literature and using multidimensional scaling to draw a subjective perceptual map of the relative position of the set of GAP standards adopted in Thailand. Food safety law and regulations were discussed with a comparative analysis of the three kinds of GAP standards applied in Thailand. The subjective perceptual map of the different GAP standards shows that the standards may be positioned with reference to two dimensions: \u2018trustworthiness\u2019 and \u2018usefulness for the business\u2019. The problem of GAP implementation in Thailand is rooted in a lack of knowledge and understanding of principles and the perception of advantages of GAP adoption among stakeholders. The national GAP of Thailand, Q-GAP, is the most widely adopted standard. However, improvement of credibility of this standard is urgently required

Geographical Indications: outlook on the European and Thai systems and overview of EU gatekeepers perceptions towards GI fruit and coffee products proceeding from Thailand

In 1992, at the urging of most active producer associations, the European Union adopted a comprehensive and efficient regulatory system for Geographical Indications (GIs) to protect superior local origin products and cultural identity in Europe. In contrast, GIs development in Thailand started under the WTO‘s TRIPs Agreement, to establish certain mechanisms for value enhancement and to protect products with a good reputation. This was done as a response to consumer demand and in an effort to position export products in a lucrative global market. Since the EU is one of the biggest markets for GIs products, Thailand, through the DIP (Department of Intellectual Property, Ministry of Commerce), is now attempting to further extend Thai GIs‘ protection and value by applying for product registration according to EC Reg. 510/2006. Due to the underdeveloped international legal framework, there is no universally accepted definition for ―Geographical Indications‖ and significant differences still exist between EU and Thai regulatory systems. It is important for both the EU and Thailand to understand these differences in order to overcome them and foster mutually beneficial trade opportunities for food and agricultural products There is an enormous lack of knowledge among EU gatekeepers and consumers towards foreign GIs entering the EU market, which leads to questions such as: might GIs be an advantage for countries outside the EU, like Thailand, in their effort to get listed by EU gatekeepers? Might GIs certification be an important factor which consumers take into consideration when purchasing fruit and coffee products? By conducting extensive research on European gatekeepers, the present study provides partially encouraging results and underlines the importance of information and promotion activities addressed to both European gatekeepers and consumers. Although this study focuses mainly on the marketing aspects of geographical indications and EU-Thai trade opportunities, it is important to remember that GIs are not exclusively trade or legal tools used to protect products or penetrate markets. In many countries GIs represent a potential for developing rural areas

A multi-stakeholder perspective on the adoption of Good Agricultural Practices in the Thai fresh produce industry

Purpose \u2013 We explore the factors hindering the adoption of good agricultural practices (GAPs) in the Thai fresh fruit and vegetable industry from the perspectives of key stakeholders in different tiers of the supply chain up to consumers. Design/methodology/approach \u2013 Semi-structured interviews carried out in Bangkok and nearby cities. The key informants were experts, governmental authorities, producers, distributors, exporters, and consumers. A qualitative content summarising approach was used to analyse the interview transcripts. Findings \u2013 Stakeholders perceived the credibility of national GAP (Q-GAP) standards implemented in the Thai domestic market as low, due to a lack of reliable verification and traceability and because the system is managed by governmental bodies. Consumer demand could drive the market of safe produce, but retail stores are the main influencers of producers\u2019 adoption of GAPs in domestic markets. Research limitations/implications \u2013 The findings are based on a small group of Thai fresh produce industry players and consumers who operate mainly in an urban context. Practical implications \u2013 The paper provides relevant information for policy makers and industrialists to find appropriate strategies to sustain GAPs in Thailand. Stakeholder awareness of food safety issues and information provision are crucial. Originality/value \u2013 This is the first in-depth study of stakeholders\u2019 perceptions of GAP implementation in the Thai fresh produce supply chain as the industry is currently transitioning from a commodity market to a quality/safety-oriented market. The results raise important issues regarding GAP adoption, food safety certification, and labelling in Thailand

Perceptions of European Gatekeepers towards Thai Fruit and Coffee Products with EU Geographical Indication

This study is aimed at exploring perceptions of European gatekeepers towards renowned Thai fruit and coffee products protected by geographical indication (GI) and factors influencing purchasing decision of gatekeepers towards food products imported from Thailand. Sixteen qualitative interviews with distribution channel gatekeepers were administered in Austria, Italy and Switzerland in 2010. The interviewees are food distribution practitioners and experts and are key informants for imported fruits and coffee in Europe and they were asked for an opinion about recognition of Thai GIs in the EU system. Content analysis and concept mapping were used to analyze data. Results show that Thai GIs products might be interesting for European gatekeepers, but the GI attribute alone might not be sufficient to ensure the product is successful. Support of consistent information and promotion campaigns and fulfillment of other gatekeepers’ requirements of both products and suppliers are also necessary. Eight major factors have been identified, which influence European gatekeepers’ decision to purchase imported food products: quality, price, food safety, environmental aspects, social aspects, business relationship, consumer awareness and preference, and competitors. Results are useful to develop appropriate managerial marketing strategies to introduce these GI products into the EU market

Gatekeepers' Perceptions of Thai Geographical Indication Products in Europe

This study is aimed at exploring perceptions of European gatekeepers toward renowned Thai fruit and coffee products protected by geographical indication (GI) and factors influencing purchasing decision of gatekeepers toward imported food products. Sixteen qualitative interviews with distribution channel gatekeepers were administered in Austria, Italy, and Switzerland in 2010. Content analysis and concept mapping were used to analyze data. Results show that Thai GI products might be interesting for European gatekeepers, but the GI attribute alone might not be sufficient to ensure that the product is successful. Support of consistent information and promotion campaigns and fulfillment of other gatekeepers’ requirements of both products and suppliers are necessary

Perceptions of European Gatekeepers towards Thai Fruit and Coffee Products with EU Geographical Indication

This study is aimed at exploring perceptions of European gatekeepers towards renowned Thai fruit and coffee products protected by geographical indication (GI) and factors influencing purchasing decision of gatekeepers towards food products imported from Thailand. Sixteen qualitative interviews with distribution channel gatekeepers were administered in Austria, Italy and Switzerland in 2010. The interviewees are food distribution practitioners and experts and are key informants for imported fruits and coffee in Europe and they were asked for an opinion about recognition of Thai GIs in the EU system. Content analysis and concept mapping were used to analyze data. Results show that Thai GIs products might be interesting for European gatekeepers, but the GI attribute alone might not be sufficient to ensure the product is successful. Support of consistent information and promotion campaigns and fulfillment of other gatekeepers’ requirements of both products and suppliers are also necessary. Eight major factors have been identified, which influence European gatekeepers’ decision to purchase imported food products: quality, price, food safety, environmental aspects, social aspects, business relationship, consumer awareness and preference, and competitors. Results are useful to develop appropriate managerial marketing strategies to introduce these GI products into the EU market