In blind tests conducted by Cornell researchers, consumers rated a California broccoli tastier and better-looking than a pair of varieties grown in New York.
In blind tests conducted by Cornell researchers, consumers rated a California broccoli tastier and better-looking than a pair of varieties grown in New York.
But the New York broccoli fared much better in a subsequent series of tests. It earned the highest marks for flavor and consumers were willing to pay more for it – on par with the California variety.
What changed?
The second group was told the New York broccoli was “locally grown” in New York state, where the tests were conducted. That information improved consumers’ perceptions of the broccoli and its value compared with the California alternative.
“If you don’t tell the consumers anything, they will penalize the looks and they will even penalize the taste,” said Miguel Gómez, associate professor at the Charles H. Dyson School of Applied Economics and Management in the Cornell SC Johnson College of Business. “But as soon as you tell them it’s local, it’s the other way around. They like it better – not only how it looks, but also how it tastes.”
Read more at Cornell University
Image: Farm fresh broccoli heads displayed for market. CREDIT: Cornell University
