Articles
CONSUMER AND PROFESSIONAL CHEF PERCEPTIONS AND ACCEPTANCEOF EDIBLE FLOWERS
Article number
633_59
Pages
475 – 482
Language
English
Abstract
A series of studies were conducted to investigate perceptions and acceptability of selected edible flower species, potential niche greenhouse crops, by two customer segments.
The two segments were defined as professional chefs and consumers, both important product users.
These two segments were included to help researchers make recommendations to small-scale growers concerning to which group(s) they could market the product.
Studies were designed to determine acceptance of edible flowers, preference for species, colors, and uses, and to investigate consumer purchases in an operating grocery store.
Consumers and professional chefs evaluated attributes of three edible flowers with both groups rating Viola tricolor L. Helen Mount and Tropaeolum majus L. Jewel Mix similarly.
Other consumer participants would prefer to purchase an 8-oz (227-g) container of edible flowers with all three Viola x wittrockiana Gams. Accord Banner Clear Mixture colors tested (blue, yellow and orange) priced at $2.99. Additional consumers participated in another study, using the same size container and price, and selected a mixture of all four nasturtium colors offered.
This mixture of peach, cream, orange, and crimson nasturtiums had the highest utility score (0.091) showing it was the favorite.
The addition of other species (Viola and/or Borago officinalis L. [borage]) to the mix further increased containers value.
The fourth study was implemented in three supermarkets in the Metro-Detroit area.
Consumers purchased a total of 243 of 360 containers of edible flowers (6 nasturtiums and 14 viola) marketed in 8-oz. containers at three different prices ($3.99, $2.99, and $1.99) over a six-week period.
The optimum price point was $2.99. There appeared to be a substantial niche market for edible flowers, especially a mixture of flowers in a small container at a moderate price point.
The two segments were defined as professional chefs and consumers, both important product users.
These two segments were included to help researchers make recommendations to small-scale growers concerning to which group(s) they could market the product.
Studies were designed to determine acceptance of edible flowers, preference for species, colors, and uses, and to investigate consumer purchases in an operating grocery store.
Consumers and professional chefs evaluated attributes of three edible flowers with both groups rating Viola tricolor L. Helen Mount and Tropaeolum majus L. Jewel Mix similarly.
Other consumer participants would prefer to purchase an 8-oz (227-g) container of edible flowers with all three Viola x wittrockiana Gams. Accord Banner Clear Mixture colors tested (blue, yellow and orange) priced at $2.99. Additional consumers participated in another study, using the same size container and price, and selected a mixture of all four nasturtium colors offered.
This mixture of peach, cream, orange, and crimson nasturtiums had the highest utility score (0.091) showing it was the favorite.
The addition of other species (Viola and/or Borago officinalis L. [borage]) to the mix further increased containers value.
The fourth study was implemented in three supermarkets in the Metro-Detroit area.
Consumers purchased a total of 243 of 360 containers of edible flowers (6 nasturtiums and 14 viola) marketed in 8-oz. containers at three different prices ($3.99, $2.99, and $1.99) over a six-week period.
The optimum price point was $2.99. There appeared to be a substantial niche market for edible flowers, especially a mixture of flowers in a small container at a moderate price point.
Authors
K.M. Kelley, B.K. Behe, J.A. Biernbaum, K.L. Poff
Keywords
surveys, economics, visual, taste, fragrance, conjoint analysis, cluster analysis
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