Consumer and Professional Chef Perceptions of Three Edible-flower Species

• Published in: HortScience Vol. 36; no. 1; pp. 162 - 166
• Main Authors: Kelley, Kathleen M, Behe, Bridget K, Biernbaum, John A, Poff, Kenneth L
• Format: Journal Article Conference Proceeding
• Language: English
• Published: Alexandria, VA American Society for Horticultural Science 01-02-2001
• Subjects: Agronomy. Soil science and plant productions; Biological and medical sciences; Food industries; Fundamental and applied biological sciences. Psychology; General agronomy. Plant production; Generalities. Agricultural and farming systems. Agricultural development; Generalities. Production, biomass, yield. Quality; Research and development. New food products, dietetic foods and beverages; United States; North America; America; Michigan; Production quality; Horticulture; Segmentation; Organoleptic properties; Expert; Cook; Violaceae; Notation; Research and development; Marketing; Consumer; Dicotyledones; Angiospermae; Quantitative analysis; chefs de cuisine; Viola wittrockiana; Flower; Edible species; Tropaeolum majus; Use; Tropaeolaceae; Sensory analysis; Market survey; Boraginaceae; Agricultural economics; Consumer behavior; Survey; Organic agriculture; Preference; Physical appearance; Vision; Perception; Strategy; Spermatophyta; Taste; Borago officinalis; Odor
• ISSN: 0018-5345; 2327-9834
• DOI: 10.21273/hortsci.36.1.162

Two surveys were conducted to assess consumer and professional chefs' perceptions of three edible-flower species. Our objectives were to determine opinions, preferences, and uses of Viola tricolor L. `Helen Mount' (viola), Borago officinalis L. (borage), and Tropaeolum majus L. `Jewel Mix' (nasturtium). Flowers were grown using certifiable organic methods and chosen to reflect a variety of flower tastes, textures, and appearances. We quantified three attributes (taste, fragrance, and visual appeal) with a total of seven semantic, differential scales adapted from a scaling authority. The attributes were rated as: visual—“appealing”, “desirable,” and “very interested in tasting”; fragrance—“appealing” and “pleasant”; and taste—“tasty” and “desirable”. Garden Day participants were self-selected to evaluate and taste flowers from a consumer perspective. When asked to rate the three species on visual appeal and desire, no less than 76% of consumers awarded all flowers an acceptable rating. We found similar results when consumers answered questions regarding the taste of two of the three species. Results from this study support our hypothesis that customers would rate edible flower attributes highly and would be likely to purchase and serve the three species tested. Members of the Michigan Chefs de Cuisine Association participated in a similar survey. At least 66% of these chefs rated the three visual attributes and two fragrance attributes of viola and nasturtium acceptable. Chefs' ratings of the fragrance of borage as “appealing” and “pleasant” were higher than those of consumers, but the ratings were still low, 21% and 25%, respectively. Unlike consumers, chefs' ratings of the taste of viola as “appealing” and “desirable” were low (29% and 36%, respectively). We found some minor differences in ratings when groups were compared, using demographic variables as a basis for segmentation, indicating a homogenous marketing strategy may be employed.