Diapositivo 1

1
THE PORTUGUESE CONSUMERS ACCEPTANCE OF REGIONAL
APPLE VARIETIES
Simões, Orlando1 Moreira, Jorge1 Dinis, Isabel1
Lopes, Arminda2 1- Instituto Politécnico de
Coimbra (IPC), Escola Superior Agrária (ESAC),
Centro de Estudos de Recursos Naturais, Ambiente
e Sociedade (CERNAS) 2- Direcção Regional de
Agricultura da Beira Litoral (DRABL), Estação
Agrária de Viseu orlando_at_esac.pt
jmoreira_at_esac.pt idinis_at_esac.pt
arminda.lopes_at_drabl.min-agricultura.pt
Introduction Parallel to the continuous practice
of an industrialized and intensified agriculture
the concerns about the loss of biodiversity, food
quality and preservation of the environment have
been assuming an increasing importance among
public opinion and national and EU institutions.
This scenario justifies a new approach regarding
the conservation of an extent genetic heritage.
The modernization of the agriculture led to the
reduction of the genetic diversity in cultivated
fruit plants. Therefore, the maintenance of
regional varieties progressively abandoned in
detriment of more productive varieties obtained
mostly through hybridization in new local
agro-food systems may benefit both the consumers
and the environment. The knowledge of the market
and the development of in situ conservation
strategies contribute to the preservation of
important genetic resources with high agronomic
and economical interests, namely in what concerns
genetic improvement (resistance to pests and
diseases, new tastes and smells, etc.), the
territorial valorisation, offer diversification
and product differentiation. The goal of this
work, developed within the scope of the Project
AGRO 740 Valuation of pip trees regional
varieties through organic production methods ,
was to assess the Portuguese consumers knowledge
and whether these are willing to accept regional
apple varieties. This poster contains some
specific information that can be used to define
new strategies to increment production and
consumption levels of regional apple varieties.
In general, both the highest and the lowest
levels of education and income revealed a better
knowledge of regional apple varieties
comparatively to the intermediate levels. A
greater difference is observed between persons
with rural and without rural life experience,
since these varieties are better known by the
former. Finally, the age is also a determinant
factor in the knowledge degree of regional apple
varieties as older people demonstrated more
familiarity.
Fig. 3 Some regional apple varieties
In what concerns apples certification, results
show that 73 of the inquiries had no knowledge
about this subject. From the remaining, 45 were
not able to refer any precise apple certificate
of origin, 35 acknowledged the PDO Bravo de
Esmolfe, 13 the Protected Geographical
Indication (PGI) Maçã de Alcobaça, 5 the PGI
Maçã da Cova da Beira and 2 the PGI Maçã da
Beira Alta. Analysing the determinant factors in
apple choice by the consumers, the most valued
characteristics are the aspect and the expected
taste (Figure 4). These factors are mostly scored
in first and second places in the ranking order
of relative importance of a 7 parameters list.
Methods A questionnaire was carried out aiming at
the survey of what kind of knowledge and
acceptance the Portuguese consumers showed for
some regional apple varieties. The inquiries took
place in five regions covering production areas
(Viseu and West region) and major consumption
areas (Oporto, Coimbra and Lisbon) (Figure 1).
Two hundred and thirty five inquiries conducted
randomly in the street were validated (Table 1).
For the definition of the consumers profile
several parameters were considered gender, age,
income, level of education and rural life
experience.
Fig. 4 Relevant factors for apple choice (1st,
2nd, 3rd, 4th or more, indicates decreasing order
of preference)
As Figure 5 shows, according to the most recent
years on which statistical information is
available, the area with regional varieties was
only 5,7 and 7,4 of the total area of apple
production in Portugal in 1998 and 2002,
respectively.
Tab. 1 Geographical distribution of the
inquiries
Fig. 1 Inquiring areas Source Adap. Anuário
Vegetal 04
Results As to both buying and consumption
preferences, the apple was referred as the
preferred fruit followed by citrus and pears. The
variety Golden Delicious is the most consumed,
followed by other non-regional varieties, such as
Reinette, Starking and other imported varieties.
Demonstrating little preference (11) the Bravo
de Esmolfe is referred as the most consumed
regional variety. All the other regional
varieties represent only 3 of consumption
statements. A clear preference (71) is showed
for the apples produced in Portugal whether these
come from imported varieties or not. Only 1 of
the consumers states to prefer apples from a
foreign origin. However, the main national
production areas are not well recognized since
the majority was not able to refer any production
area. Generically, a huge unfamiliarity with
regional apple varieties is showed by the
inquired consumers independently of the region
inquired (Figure 2).
Fig. 5 Evolution of the area of apple
varieties Source Adapted from INE (1998 and 2002)
With a higher weight in the national market and
involving more complex circuits, only the
varieties Bravo de Esmolfe and Casa Nova de
Alcobaça ascend to a relevant position. The first
in particular, has been revealing an increasing
acceptance by consumers and producers, having
experienced an increase of 55 of its productive
area between 1998 and 2002. This increase is even
more relevant when coincident with a decrease of
16 of the total area of apple production within
the same period.
Conclusion Based on a demand approach, this study
has revealed little acquaintance with regional
apple varieties among the Portuguese consumers as
well as reduced consumption levels. A
regionalized behaviour is observed on the
knowledge. However, an exception was the Bravo de
Esmolfe variety, on which a PDO was already
established. Enjoying a remarkable popularity
among consumers, this variety can be considered
as a model of success in the implementation of
regional varieties. This favourable outcome of
the Bravo de Esmolfe reveals that the consumption
of regional apples with higher commercialization
potential can be increased when an integrated
strategy of divulgation and promotion is done
among producers and consumers. Tests are
imperative in order to determine the apples
intrinsic attributes that can be decisive for the
adoption of these varieties by the consumers,
such as aspect, taste or smell. Results evidence
that buyers with a high level of education and
income will be a privileged target for future
actions to promote regional apple varieties. This
idea is reinforced by the fact that this market
segment is also the most willing to pay higher
prices for this kind of products. Regarding the
buyers strong appraisal for national products it
is reasonable to expect that regional varieties
will enjoy a good acceptance by the Portuguese
consumers. However, presently the quantities
produced and consequently consumed are not
important enough to generate significant
externalities that can induce a large role of
impacts on rural development.
Fig. 2 Consumers knowledge of regional apple
varieties per region ()
References Gabinete de Planeamento e Política
Agro-Alimentar (GPPAA), Anuário Vegetal 2004
Crop Production Yearbook GPPAA-MADRP,
p.53. Instituto Nacional de Estatística (INE)
(1998) and (2002), Agricultura, Produção Animal,
Silvicultura e Pescas Inquérito Base às
Plantações de Árvores de Fruto 1998 and 2002
lthttp//ine.prodserv/quadros/mostra_quadro.aspgt
Portugal
Nevertheless, the Bravo de Esmolfe, for which a
Protected Designation of Origin (PDO) was already
established, enjoys a remarkable popularity among
consumers. This recognition is particularly
evident in the region of Viseu central to its
production area. Other varieties also demonstrate
a regionalized tendency of knowledge as they are
more familiar in the vicinity of their production
area. This is the case of Casa Nova de Alcobaça,
Espelho and Riscadinha de Palmela, better known
in Lisbon and West region.
Projecto AGRO 740 Valorização de Variedades
Regionais de Pomóideas em Modo de Produção
Biológico Medida 8 Desenvolvimento Tecnológico
e Demonstração Acção 8.1 Desenvolvimento
Experimental e Demonstração (DED)