Research Shows Flavor, Color Drive Premium Prices for Texas Tomatoes

A new Texas A&M AgriLife Research study shows consumers are willing to pay more for flavorful, vividly colored tomatoes regardless of origin– evidence that sensory traits, not just a “local” label, drive what people value most in fresh produce.

Published in Agribusiness, the peer-reviewed study was led by Samuel Zapata, Ph.D., an associate professor in Texas A&M College of Agriculture and Life Sciences Department of Agricultural Economics, based at the Texas A&M University Higher Education Center at McAllen.

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