Consumer Acceptance Study of California Fresh Strawberries

March 28, 2011
Over the course of 12 weeks (4/19/10 through 7/2/10), independent auditors visited 114 store in 39 cities in 3 Eastern marketing regions and rated store displays of California fresh strawberries for purchase intent. Next, auditors randomly selected and purchased 1,408 individual strawberry clamshells. Individual clamshells were then rated for purchase intent based on overall appearance. Finally, auditors scored individual strawberries in each clamshell for mold, dry-bruising, leaky spots, under-ripeness, over-ripeness and good fruit. Click to access the entire document.