Consumers positive about vegetable coating fruit and vegetables

Applying a vegetable protective coating to fresh fruit and vegetables can ensure quality and extend shelf life. Wageningen Food and Biobased Research (WFBR) investigated what consumers know about such a protective coating on fruit and vegetables, what they think of it and how they want to be informed about it.

The survey reveals that few consumers are aware of what is applied to fruit and vegetables after harvest. The way of communicating about these 'post-harvest additives' affects what consumers think about this. The current way of communicating, with the E-number or the name of the ingredient, is unclear and is perceived very negatively. If consumers are informed about the purpose, sustainability benefits and plant origin of the protective coating, they perceive this as positive. Consumers want transparency about the use of a post-harvest additive, but do not put much effort into looking up information about it themselves.

Transparency about purpose is important

Because transparency is considered important, the researchers recommend that the use of a protective coating should always be mentioned and the purpose should be highlighted via a short message. Finally, the researchers recommend further developing new ways of communicating. The results of this study suggest that communication is preferred at the time of purchase, but not on each individual product separately. Thus, new ways and moments of communication need to be further explored.

European regulations

In the US and many other countries, edible coating is allowed for all fresh produce, but in Europe, such post-harvest additives are only allowed on fruits with peels that are not normally consumed (e.g. citrus fruits and avocados).

Samentegenvoedselverspilling.nl