CONSUMER ATTITUDES TOWARD THE USE OF GEOGRAPHICAL PRODUCT DESCRIPTORSAS A MARKETING TECHNIQUE FOR LOCALLY GROWN OR MANUFACTURED FOODS

Five focus group discussions were conducted in the four counties of Ha waii to investigate consumer attitudes toward product descriptors for: Kona Coffee, Kona Coffee Blend, Hawaii Coffee and Island Fresh. Resul ts indicate that Kona Coffee was considered by consumers as an appropr iate product descriptor for coffee products consisting only of 100 % K ona coffee. Consumers also described the use of the following product descriptors as appropriate: Kona Coffee Blend, for coffee products con taining at least 50 % Kona coffee; Hawaii Coffee, for coffee grown onl y in Hawaii; and Island Fresh only for traditional, perishable foods t hat were grown, harvested, and/or slaughtered on the Islands (except m ilk, dairy products, and roasted whole coffee beans, which may also us e the product descriptor). Consumer standards for a Kona Coffee Blend differ from those adopted by the industry in 1992. Because consumers a t all five, locations expressed similar views, results indicate that t hese findings could be representative of those of Hawaii residents. Re sults also indicate that Hawaii consumers are consistent with the rest of the nation and the Food and Drug Administration in their requireme nts for truthfulness in labeling. Consumers want to know label informa tion is correct and accurate in order to assess quality in relation to price and make informed decisions.