Consumer acceptance of high pressure food processing
The SAFE ICE project has managed to make informed evaluations regarding the role, benefits and risks of pressure freezing and thawing of foods. It was important to inform consumers about the unfamiliar concept of high pressure processing, particularly considering that it has positive outcomes for products. Consumers are certainly interested on how price can be affected as well as any associated risks and environmental benefits, rather than the processing method itself. Thus, it goes without saying that consumer acceptance is a fundamental consideration when a novel method is introduced if it is to be successful in the market. Benefits may include improved acceptability and convenience which can overcome negative consequences such as an increase in price. On the other hand, if risks are perceived, this may hinder the acceptance of a new product. For consumers, new processing technologies may appear risky simply because they have no control over the processing and it is unknown to them. However, if consumers feel that there will be some personal or societal benefit from it, they will likely embrace it such as in the case of biotechnology. Thus, it is important that technological innovations be geared toward the outcomes that consumers want. In this case those include reduced environmental impacts, desirable quality and reduced prices in food products.
