Cyril Ridler, Neil Ridler

(University of New Brunswick, New Brunswick, Canada)

 

 

Abstract: Malnutrition, reflected in the prevalence of obesity, is increasingly affecting the developed countries. For the first time in human history the number of people in the world who are overweight approaches that of the underweight. Faced with the economic and personal cost of chronic diseases caused by obesity, public health organizations are promoting increased consumption of produce (fruit and vegetables): in most of Europe and North America (as well as many developing countries where obesity has become a challenge), people are not eating the minimum recommended by the World Health Organization. The reason for low consumption of fruit and vegetables may be affordability, but low consumption may also be due to other factors. Among these could be availability, convenience or a perception that alternatives to fresh produce (such as frozen produce) are less nutritious. This paper focuses on frozen produce by asking consumers to compare it with fresh produce. Highlighting concerns that inhibit consumption of frozen fruit and vegetables could benefit public health. A random survey is undertaken to determine preferences between fresh and frozen produce, with their attributes ranked according to Analytic Hierarchy Process. The context is a province in Canada, New Brunswick, but it is hoped lessons can be transferred to other jurisdictions.

 

 

Key words: produce; nutrition and marketing

 

JEL code: M3