Produce desirability lacking in rural communities

New research tries to measure the appeal and desirability of fresh produce by constructing what is called the Produce Desirability Tool.

We all have that ability to make snap judgments about produce quality, and researchers have merely extrapolated our split-second decisions into a formula.

The research, called “Fruit and vegetable desirability is lower in more rural built food environments of Montana, USA using the Produce Desirability(ProDes) Tool,” was published Jan. 23 in the journal Food Security.

Here is more about the research, from a news release:

BOZEMAN -- Researchers at Montana State University in Bozeman have published a study showing how access to high-quality fruits and vegetables - or lack thereof - strongly influences whether healthy foods make it to a person’s breakfast, lunch or dinner plate.

The researchers developed and used a food environment measure, the Produce Desirability (ProDes) Tool, to assess consumer desirability of fruits and vegetables. With the tool, the researchers found fruit and vegetable desirability is lower in more rural areas of Montana.

“This is important because it has the potential to impact consumer selection and consumption in rural areas, furthering health disparities,” said Selena Ahmed, MSU professor of sustainable food systems and one of the study’s authors. Carmen Byker Shanks, professor of food and nutrition and sustainable food systems, was co-author. Ahmed and Byker Shanks, both in the College of Education, Health and Human Development’s Department of Health and Human Development, also serve as co-directors of the Food and Health Lab at MSU.

The research findings indicate a potential for long-term health implications based on access to high-quality fruits and vegetables, Byker Shanks said.

“It turns out that the overall quality of food available in a food environment really matters,” said Byker Shanks. “Whether or not there’s access to quality fruits and vegetables in a given area affects the daily choices people are able to make about what they eat. The food choices made each day add up to a person’s overall dietary quality and impacts long-term health.”

Although food deserts - areas lacking affordable, high-quality food - can exist anywhere, Byker Shanks said that in Montana they’re most prevalent in rural areas.

“We have measured fruit and vegetable quality in several different ways across rural and urban areas of Montana,” she said. “We’re seeing real disparities along rural and urban lines in grocery stores, where fresh fruit and vegetable quality in Montana’s rural grocery stores tend to be significantly lower than in urban settings.

“The Dietary Guidelines for Americans recommends five to 13 servings of fruits and vegetables per day - an amount that is difficult to achieve if the fresh fruits and vegetables are not as desirable to the consumer due to quality,” she added.

TK: Check out the research abstract at this link.

The abstract talks a little about how the ProDes scores were calculated. From the abstract, “Total ProDes scores were calculated by averaging the five sensory parameters of the tool (overall desirability, visual appeal, touch and firmness, aroma, and size) for individual and total fruits and vegetables.” Simply put, rural areas had lower ProDes scores compared with urban environments.

What can the industry do to help rural grocers improve the “ProDes” score of fresh fruits and vegetables?

With the recent bankruptcy filing by Southeastern Grocers, owner of the Winn-Dixie and Bi-Lo supermarket chains, the pressure on regional chain stores is tough right now. Unfortunately, it seems rural stores may continue to struggle to make fresh produce as desirable as their city cousins.