Taste is somewhat or extremely important to nearly 92% of the 1,000 primary shoppers surveyed by telephone in late April by Opinion Dynamics Corporation, the PMA said today. Produce flavor is an important factor driving store choice for more than three-quarters of surveyed shoppers. Yet, in stark contrast, 30% of those shoppers report only middle-of-the-road satisfaction with the taste of the produce they purchase, and only 25% report they are very satisfied.
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