Exploring urban perceptions around freshness of vegetables

Purushothaman, Seema and Sadashiva, Vidya Puttur and Raj, Anjali V (2024) Exploring urban perceptions around freshness of vegetables. Ideas for India.

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Abstract

With urban Indians increasingly seeking healthy lifestyles, the demand for fresh produce has escalated. In this note, Raj, Purushothaman and Sadashiva discuss findings from their survey in Bengaluru, exploring perceptions around the ‘freshness’ of produce among different consumer groups, and factors influencing consumer choices. They contend that a relationship of trust between producers and consumers can enable convergence of quality, nutrition and food safety in farm produce.

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Article

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Purushothaman, Seema and Sadashiva, Vidya Puttur and Raj, Anjali V

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