Fresh-Cut Melon—The Money Is in the Juice

Carlos Mayen, Maria Marshall and Jayson Lusk

Journal of Agricultural and Applied Economics, 2007, vol. 39, issue 3, 597-609

Abstract: Fruit is an important component of the food industry in the United States, and “fresh-cut” products are an increasing portion of that consumption. We found that packaging and juice content played a significant role in the choices Indiana consumers made when purchasing fresh-cut melon products. Brand was not as important as the other fresh-cut melon attributes. Indiana consumers had a clear dislike for cup-shaped transparent packages compared with tamper-proof, bowl, and squared packages. However, they were willing to pay a premium for packages that have no fruit juices on the bottom.

Date: 2007
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