Fresh-cut salad consumer and shelf life date extension: more or less information?

Shelf-life estimation has become increasingly important due to the growing consumer interest in fresh and safe food products and the European policy indications to consider it as a key issue for the sustainable management of food waste within the supply chains. To date, no legislation on the shelf life date of the most of food products exists (Boxstael et al., 2014). Several studies demonstrate that the technology available in the fresh-cut sector would allow to extend the shelf life date of products without compromising their intrinsic quality attributes and to achieve a more sustainable production by a strong reduction of unsold stock. The aim of the study was to segment consumers on the basis of their attitude towards the extension of the shelf life date in the fresh-cut salad sector. On the basis of the clusters found, the paper discusses if the information concerning such technology is a useful tool to inform consumers on product characteristics or if it entails a risk of information overload.