Homemakers Appraise Citrus Products, Avocados, Dates and Raisins

Excerpts from the report Introduction: Despite frost and other hazards, citrus production in the United States presents a picture of long-term increase; and growers and processors face the need for widening and strengthening their markets. One way of meeting this challenge has been to develop new forms in which the fruit can be presented to the public, and a number of new products -- among them frozen juices, ready-to-serve Juices, frozen ades -- have appeared in recent years. To understand its market better, the industry needs up-to-date information on public reactions to old and new products alike, not only in terms of how much is sold, but also in terms of why the public buys or does not buy -- what about each product appeals to the consumer, to what aspects the consumer reacts negatively. Such attitudinal information is an important aid in creating and maintaining markets. Avocado, raisin, and date producers, too, are faced with problems of imbalance, and require basic consumer data in order to improve their position. To provide such basic consumer data, the Department of Agriculture conducted a nationwide survey of consumer attitudes, selecting the products to be studied in consultation with industry advisors. Similar studies have been made from time to time relating to other agricultural products. This study should be useful to growers, laboratory research workers, processors, and public information personnel concerned with these agricultural commodities.