Impact of Visual Cues on Consumers' Freshness Perception of Prepared Vegetables.

Freshness is an important quality attribute for vegetables. Identifying the sensory drivers for freshness is important to promote vegetable consumption. Due to the lack of research on freshness of prepared vegetables, this study focused on the role of visual cues of common vegetables (carrot, beetroot, bell pepper) on perception of freshness. Twenty-seven vegetables were prepared by varying five factors and photographed in a plate: (1) shape (stick, large cube, small cube), (2) vegetable presence for each of the three vegetables (yes, no), (3) number of vegetables conjointly present in the plate (1, 2, 3), (4) color (green bell pepper, yellow bell pepper), (5) combined vegetables prepared with same or different shapes. Freshness was rated online by 156 consumers. Visual cues leading to the main increase in freshness were the stick shape vs. large and small cubes, the absence of beetroot, and the presence of green bell pepper vs. yellow bell pepper. Overall, it seems that visual cues associated with minimally processed vegetables, such as stick shapes, which allow to recognize the vegetables in comparison to cube shapes, promote freshness. These results are particularly valuable for culinary and catering professionals and food industries involved in the preparation and/or manufacturing of prepared vegetables.