The Customer Comes First: Putting Consumer Intelligence to Work for Horticulture

This multi-disciplinary research program integrates expertise in sensory and consumer sciences, horticultural economics and behavioural economics. Research includes developing consumer-driven strategies for fruit, vegetable and flower preferences to reflect the diversity of the Canadian population, as well as identifying new opportunities through sensory and consumer research to lead horticultural product development and positioning. Knowledge generated by the Consumer Insights team can be applied to new product launches for growers through to retailers, across the value chain.

Funding Partners & Collaborators

Council for Biotechnology Information
Freeman Herbs
Growing Forward 2
Longos
Ontario Ministry of Agriculture, Food and Rural Affairs
University of Guelph
Vintners Quality Association
Westbrook Greenhouses