Food Dating: Shoppers' Reactions and the Impact on Retail Foodstores

Eighteen percent of 1,500 shoppers interviewed by telephone in 1971 reported purchasing food in the previous 2 weeks that became "bad" before it should have. Most problems were reported with meat, dairy products, baked goods, and fresh produce. Shoppers interviewed at selected Ohio retail chainstores before and after an 8-week experimental open-dating program were asked about their satisfaction with foods purchased. The frequency with which shoppers reported instances of purchasing "bad" food was reduced by half after open (uncoded) dates and improved handling practices were introduced. The use of open dates and improved handling practices also reduced in-store product losses. Results indicated that food date labeling may be beneficial to shoppers because it gives them increased assurance of food freshness and to retailers because it promotes better food handling and stock rotation practices.