What is quality?

Quality is a term that is frequently used in postharvest studies but rarely defined. What is more disturbing is that most researchers, producers, user s, consultants and decision makers interested in fruit and vegetable qualit y have a reasonably clear concept of the term, but there are as many differ ent concepts as there are different perspectives in postharvest handling an d distribution. A lack of appreciation for different perspectives on qualit y may be the most limiting factor in improving the quality of fresh fruits and vegetables as delivered to the consumer. The primary dividing line betw een differing concepts of quality is orientation. Most postharvest research ers, producers and handlers are product-oriented in that quality is describ ed by specific attributes of the fruit or vegetable itself such as sugar co ntent, color or firmness. Consumers, marketers and economists are more like ly to be consumer-oriented in that quality is described by consumer wants a nd needs. A continuation of the product orientation to quality will lead to continued advances in postharvest technology in academic research. It is l ikely that when major producers/distributors start to adopt a consumer orie ntation to quality of fresh fruits and vegetables, competitors will either follow or suffer the economic consequences. At this point then research sci entists may need to reorient to remain relevant to commercial needs. (C) 19 99 Published by Elsevier Science B.V. All rights reserved.