Purpose: This study identifies consumer response to the use of DMDC in freshly squeezed orange juice and measures preferred communication approaches.
Methods: Focus group participants who were the primary food purchaser, orange juice consumers, and not employed in the food industry were recruited. Participants were asked their sources of food safety information, response to label statements, reaction to the use of chemicals to increase safety, and preference for communicating about processing methods.
Results: Three focus groups (n=25) were recruited through a professional firm, and three were recruited from a university class on research methods (n=33). Most participants were female, age ranged from 20 years to over 65 years with incomes from less than $20,000 to over $100,000 per year. Most used the internet to obtain information on health and safety and preferred the flavor of freshly squeezed juice. Some mentioned they avoided processed foods. No Added Chemicals, No Added Sugar, and Natural were the most important labeling terms while Pasteurized was ranked lowest in importance (p<0.001). Participants thought DMDC sounded scary, but after they received additional information, most were willing to try a product in which it was used. Some felt that labeling was not necessary, but several strongly believed that the consumer had the right to be informed about their food. A label indicating that the juice was treated for quality and safety combined with a web link was rated significantly higher than other statements (p<0.001).
Significance: This study modeled an approach that the food processor could follow to communicate to the consumer in a transparent manner.