Consumers don't view moderate grape shatter as indication of poor quality
Consumers don't view moderate grape shatter as indication of poor quality
FRESNO, CA -- "A proposed change to the federal regulations on the permissible levels of loose grapes has California's fresh grape industry and U.S. retailers talking about an earlier survey by the California Table Grape Commission that indicates the change will have no impact for consumers," according to a March 7 press release from the commission. The proposed change would apply only to consumer packs such as bags and clamshells.
The commission study, which involved a survey of 1,500 U.S. and Canadian consumers, was conducted two years ago but has current relevance because of a rule change proposed by the U.S. Department of Agriculture published Feb. 26 in the Federal Register, according to Jim Howard, the commission's communications director.
The survey found that "over 80 percent of shoppers considered grapes with shatter levels up to 10 percent to be of 'excellent, very good or good' quality," according to a commission press release. "Importantly, there was no significant difference in quality perception of grapes with 3, 7 or 10 percent shatter."
Follow-up focus groups in three cities in the United States confirmed the results of the statistical survey, showing that "consumers believed there was no difference in the quality of grapes with shatter levels of 3, 7 or 10 percent," said the release.
Commission President Kathleen Nave said in the release, "One of the things the survey found was that 98 percent of shoppers said they had purchased grapes with some of the berries detached from the stem. It is a normal experience and not something that bothers the consumers. It is clear from the research that as long as the grapes are in good condition, consumers are fine with a reasonable level of shatter and don't consider it to be a sign of poor quality."
Barry Bedwell, president of the California Grape & Tree Fruit League in Fresno, made the same point. The commission's consumer research shows that "shatter, in moderate and small amounts, really doesn't impact the consumer's perception," he said.
Under the existing rules, any shatter at all is considered a defect, no matter how good the quality of the loose grapes or the overall grape bunches in a pack may be, and is counted against the 12 percent defects limit for a U.S. No 1 grade, Mr. Bedwell explained. The new rule would allow up to 5 percent loose grapes in a consumer pack that would not be considered defects.
"We're not talking about lowering the standard," he said. "It is simply a recognition that as long as those berries are whole and sound and the consumer perceives them as being good quality, there is no negative impact for the shipper and the retailer."
In "an average bunch of grapes with 60 berries on it," Mr. Bedwell noted, 5 percent shatter is only three loose berries.
The proposed rule change is currently in a 30-day comment period. "Comments are due to USDA no later than March 27," Mr. Bedwell said.
The commission study, which involved a survey of 1,500 U.S. and Canadian consumers, was conducted two years ago but has current relevance because of a rule change proposed by the U.S. Department of Agriculture published Feb. 26 in the Federal Register, according to Jim Howard, the commission's communications director.
The survey found that "over 80 percent of shoppers considered grapes with shatter levels up to 10 percent to be of 'excellent, very good or good' quality," according to a commission press release. "Importantly, there was no significant difference in quality perception of grapes with 3, 7 or 10 percent shatter."
Follow-up focus groups in three cities in the United States confirmed the results of the statistical survey, showing that "consumers believed there was no difference in the quality of grapes with shatter levels of 3, 7 or 10 percent," said the release.
Commission President Kathleen Nave said in the release, "One of the things the survey found was that 98 percent of shoppers said they had purchased grapes with some of the berries detached from the stem. It is a normal experience and not something that bothers the consumers. It is clear from the research that as long as the grapes are in good condition, consumers are fine with a reasonable level of shatter and don't consider it to be a sign of poor quality."
Barry Bedwell, president of the California Grape & Tree Fruit League in Fresno, made the same point. The commission's consumer research shows that "shatter, in moderate and small amounts, really doesn't impact the consumer's perception," he said.
Under the existing rules, any shatter at all is considered a defect, no matter how good the quality of the loose grapes or the overall grape bunches in a pack may be, and is counted against the 12 percent defects limit for a U.S. No 1 grade, Mr. Bedwell explained. The new rule would allow up to 5 percent loose grapes in a consumer pack that would not be considered defects.
"We're not talking about lowering the standard," he said. "It is simply a recognition that as long as those berries are whole and sound and the consumer perceives them as being good quality, there is no negative impact for the shipper and the retailer."
In "an average bunch of grapes with 60 berries on it," Mr. Bedwell noted, 5 percent shatter is only three loose berries.
The proposed rule change is currently in a 30-day comment period. "Comments are due to USDA no later than March 27," Mr. Bedwell said.
