Flavor (Fresh Produce)
The quality of fresh produce has traditionally been based on external characteristics of size, color, and absence of surface defects. Fruit and vegetable breeders select for color, size, disease resistance, yield and other easily quantified horticultural traits. Because flavor and texture characteristics were not a part of the selection process, improvements in these quality attributes have not kept pace with the more easily quantified traits. Public and industry organizations are increasingly concerned with the public’s growing dissatisfaction over the flavor and texture of some horticultural produce.