Consumer friendly specifications for a global marketplace

Fresh fruits and vegetables readily available around the world at any time of year are an underappreciated triumph of postharvest physiology and techn ology. The advent of packaging has changed the image of fresh produce from raw agricultural commodities to highly perishable food products, while fres h-cut items provide convenience. However many consumers are still dissatisf ied. Management decisions during handling and distribution can lead to a sa crifice of flavour to maintain appearance and extend shelf life. Future adv ances in fruit and vegetable quality are likely to come from developing a b etter understanding of consumer expectations.