To confirm good consumer reaction to the introduction of Itís Fresh! with strawberries during the UK strawberry season.
The main objectives of the two surveys were to establish whether customer perceptions had changed following the introduction of Itís Fresh! and to determine whether shoppers are prepared to pay a little more for extended freshness. There were two 4-day consumer surveys linked to a strawberry pilot during the 2012 UK strawberry season with a leading UK retailer.
Between the two surveys, customer perception of this leading UK retailerís Berries improved significantly for both regular and casual shoppers. This seems to indicate that Itís Fresh! would have positive impact in encouraging shoppers to Ďtop upí their fresh produce purchases at this UK retailer. A majority of shoppers are prepared to pay up to 10p extra per pack for fresher, longer lasting strawberries.