What is quality?

Quality is a term that is frequently used in postharvest studies but rarely defined. What is more disturbing is that most researchers, producers, users, consultants and decision makers interested in fruit and vegetable quality have a reasonably clear concept of the term, but there are as many different concepts as there are different perspectives in postharvest handling and distribution. A lack of appreciation for different perspectives on quality may be the most limiting factor in improving the quality of fresh fruits and vegetables as delivered to the consumer. The primary dividing line between differing concepts of quality is orientation. Most postharvest researchers, producers and handlers are product-oriented in that quality is described by specific attributes of the fruit or vegetable itself such as sugar content, color or firmness. Consumers, marketers and economists are more likely to be consumer-oriented in that quality is described by consumer wants and needs. A continuation of the product orientation to quality will lead to continued advances in postharvest technology in academic research. It is likely that when major producers/distributors start to adopt a consumer orientation to quality of fresh fruits and vegetables, competitors will either follow or suffer the economic consequences. At this point then research scientists may need to reorient to remain relevant to commercial needs. (C) 1999 Published by Elsevier Science B.V. All rights reserved.