Confidence in fresh produce persists

American consumers continue to buy fresh produce at a steady rate and expect to buy even more in the future, according to results from a recent consumer survey sponsored by Produce Marketing Association (PMA). This report indicates consumer confidence in the produce industry is beginning to rebound after recent E coli illness outbreaks involving leafy green produce.

The national telephone survey in early March involved 1,000 primary shopper consumers and was conducted by Opinion Dynamics Corp (ODC).

The survey report revealed that consumers report their overall fresh produce consumption remains steady, with 54 percent of respondents reporting purchases at the same level as in 2006 and nearly one-fifth (19 percent) saying their purchases have increased over this same period. Moreover, 31 percent of consumers indicated they plan to increase their purchases of fresh fruits and vegetables in the coming year.

Surveyed consumers felt strongly that the produce industry should take the lead in ensuring safety of the nation’s fresh produce supply at 38%, followed by federal/state regulators at 25%.