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Children’s fruit intake is a part of healthy nutrition. Several children’s food products “look like” fruit; hence potentially fruit substitutes. Packaging includes brand names, indicators, and health claims related to fruit. These packaging cues may potentially lead to misperceptions of the products. The purpose of this paper is to examine at-risk parents’ substitutions of children’s fruit-branded products for real fruit. At-risk parents are of particular interest as they are a vulnerable segment when it comes to nutrition.

At-risk families (n=149) completed a survey of their perceptions of children’s nutritional needs, fruit product substitutions, and brand purchase behavior.

At-risk parents report erroneous perceptions of children’s nutritional fruit intake needs. The results suggest that parents believe fruit-branded products are equivalent to real fruit. Parents’ knowledge and beliefs of fruit equivalency impact purchase decisions.

Limitations include potential self-reporting and convenience sampling bias. The study did not attend to the complete product nutritional profile; only on fruit content. Future research should investigate other factors affecting food purchase decisions.

Industry and policy implications include the balance between governmental regulation of food marketing, voluntary corporate responsibility, and the need for education.

This study provides insights into children’s food product packaging on at-risk family perceptions of real fruit substitutes and purchase behaviors. With the market for these products increasing, there is limited research investigating the impact of these products on children’s nutritional intake.

Examines the Japanese fruit market, which, as a result of production and distribution factors, represents a viable target for fruit exporters around the world. The study provides guidance for fruit exporters by identifying three fruit‐specific segments based on fruit‐specific lifestyle factors. The process of identifying the lifestyle factors relies on a cross‐culturally validated theoretical framework developed within the context of food consumption. Cluster analysis is used to identify the segments: creative/highly involved; practical/moderately involved, and aesthetic/uninvolved. These three segments of the everyday fruit consumption market are characterized in terms of fruit shopping, fruit consumption, and socioeconomic factors. The creative/highly involved segment, older and more traditional, represents today’s heavy‐consumer of fruit in Japan, followed closely by the practical/moderately involved segment. Although the aesthetic/uninvolved segment is composed of relatively light consumers, its demographics suggest that exporters need to develop this segment in order to succeed in this market.

This is the first comprehensive study that has appeared on consumption and rationing in the present war. All types of rationing and the experience of a very large number of countries are brought under review, on the basis of material collected by the Economic Intelligence Service of the League of Nations. Rationing and other measures of consumption control are enforced in order to ensure an equitable distribution of limited—and in many countries drastically curtailed—supplies of certain essential goods, such as foodstuffs, clothing and fuel. But they play a further very vital role in war economy, by reducing (or limiting) civilian demand in order to liberate maximum resources for war purposes and by making possible the control of prices. The volume opens with a discussion of this broad problem of consumption control in war economy, the various methods of rationing, the conditions under which they can operate successfully and the connection between rationing and price control. Particular attention is naturally devoted to food. In the second chapter tables are given showing, for some thirty countries, by categories of consumers and groups of foodstuffs, rations prevailing in the spring of 1942. As regards Europe, available evidence seems to show that diets are adequate in the United Kingdom, Denmark, Sweden and Switzerland, and not critically short in calories (though apparently deficient in animal proteins, fats, minerals and certain vitamins) in Germany, despite the substantial cut in the German rations which occurred in April, 1942. The situation in Italy and Spain is decidedly worse than in Germany. This is also true of the occupied countries, except Denmark. Not only are the legal rations lower, but those rations are frequently unobtainable in the shops; and even if obtainable, it is often doubtful whether full rations can be purchased by the poorest classes, prices having risen out of all proportion to the frozen wage‐rates. Diets in the Netherlands, Czechoslovakia and Norway are nutritionally poorer and more deficient in calories than in Germany. In France and Belgium, where the rations represent about 60 per cent. of the pre‐war calorie consumption, many of those who are unable to eke out their rations by purchases on the “ black market ” are living at the barest level of subsistence. In Finland the rations represent about 55 per cent., in Poland (General‐Government) less than 50 per cent. of the pre‐war calorie consumption. In the latter country, in parts of Yugoslavia, and above all in Greece, there is famine. To meet differences in individual needs, two distinct systems have been evolved. In Germany, where about 90 per cent. of food consumption is rationed, rations are differentiated according to kinds of foods and classes of consumers—the latter being divided into categories by occupations (heavy worker, very heavy worker, light worker) and by sex, age, etc. The rations of bread, fat and meat of “ very heavy workers,” for example, are between two and three times as large as those of normal consumers. The German system, which has been generally applied in the occupied countries, is rigid and leaves a minimum of free consumers' choice. The British system is far more flexible. Bread and potatoes are free, thus permitting everyone to obtain an unlimited number of calories, while restaurant and canteen meals are supplementary to the individual's basic ration. Special needs are met by the allocation of extra rations to canteens catering to industrial workers, by the extension of free school meals, and by “ distribution schemes ” giving children, mothers and sick people first claim on available supplies of protective foods such as milk and fruit‐juice. Flexibility is also maintained by the group rationing of canned goods. According to this system each item within the group is valued in points and the consumer may buy whatever he desires up to a given total point value. It is considered of great importance that all, irrespective of income, should be able to obtain their quota of essential foods. Among the measures introduced for this purpose are the far‐reaching subsidies to keep down prices. Many aspects of the British system are naturally to be found elsewhere: for example, the subsidisation of staple foods is practised in Sweden and certain other European countries; Germany distributes free vitamin preparations to school children; canteen and school feeding is common in Germany and many of the occupied areas, though for these meals ration cards have, as a rule, to be given up. In the case of food, there are definite limits to the amount by which consumption can be reduced without endangering health and life; in the case of most, though not all, consumers' goods, there are no such obvious limits and, in fact, the consumption of such goods has been drastically curtailed. Available information on the subject is given in the third chapter. The group rationing system just mentioned has been universally applied in the case of clothing. But in Germany, most of the occupied areas and Italy, rationing lias been supplemented by a system of special permits, without which no purchase of certain articles of clothing can be made. By the first half of 1941, purchases of clothing in Germany had been reduced by some 50 per cent. from the pre‐war level. The clothes rationing introduced in the United Kingdom in June, 1941, led to a decrease of about 30 per cent. in the volume of sales in the second half of that year compared with the same period of 1940. Fuel, electric current, soap, and other articles of household consumption are subject to restrictions of varying degrees of severity; the production of luxury goods has been restricted or stopped, while such limited quantities as may reach the market are subject to drastically increased taxation; the production of most durable consumers' goods— refrigerators, household furniture, pianos, etc.—has likewise been stopped. The last chapter contains a brief analysis of the effects which war‐time restrictions have had on the aggregate volume of consumption in various countries. Consumption has been heavily reduced in all European countries and in Japan; in the United States, Canada, Australia and certain other countries it appears to have increased up to the latter part of 1941. In the United Kingdom the reduction in consumption provided about one‐third of the total domestic resources absorbed in the war effort in 1941. The requirements of war production have also been met to a considerable extent by the consumption of capital. Germany, in particular, has had to resort to capital consumption on a large scale, in spite of a curtailment of private consumption by some 25 to 30 per cent. In reviewing the whole body of evidence, especially concerning food rationing, it is observed that the rationing systems which have been developed are “ more than a mere method of restricting individual consumption. They aim in fact at securing a minimum diet for the population as a whole and, in spite of the necessary limitations imposed by the war‐time scarcity, they contain the elements of a distributive system in which consumption is guided not so much by individual purchasing power as by human wants.”

The British countryman is a well‐known figure; his rugged, obstinate nature, unyielding and tough; his part in the development of the nation, its history, not confined to the valley meadows and pastures and uplands, but nobly played in battles and campaigns of long ago. His “better half”—a term as true of yeoman stock as of any other—is less well known. She is as important a part of country life as her spouse; in some fields, her contribution has been even greater. He may grow the food, but she is the provider of meals, dishes, specialties, the innovating genius to whom most if not all British food products, mostly with regional names and now well‐placed in the advertising armentarium of massive food manufacturers, are due. A few of them are centuries old. Nor does she lack the business acumen of her man; hens, ducks, geese, their eggs, cut flowers, the produce of the kitchen garden, she may do a brisk trade in these at the gate or back door. The recent astronomical price of potatoes brought her a handsome bonus. If the basic needs of the French national dietary are due to the genius of the chef de cuisine, much of the British diet is due to that of the countrywoman.

The main ingredients are soya flour, separated milk powder and oatmeal. In some mixtures vitamin concentrates are included. In theory they are admirable, but the chief objection to soup as a meal for a child is that it is difficult to get 1,000 calories into the stomach, even with a good hunk of bread. Thick soup is too filling. It is excellent for emergency use, as experience with the Ministry of Food canned thick soups has shown under “blitz” conditions. But, on bread and thick soup, a child feels full before it has eaten the 1,000 calories it is desirable to get into him. Health of children is, from all reports, whether from public, private or elementary schools, remarkably good. We were not a little worried at this time last year about the adequacy of the supply of first‐class protein for growing boys and girls. The position is now reasonably satisfactory and every effort is being made to see that what is required for development of muscle and bone shall be provided. You, Sir, have on numerous occasions emphasised your determination to see that the younger generations shall not suffer as the younger generations suffered in the last war from diet deficiencies. The spirit that has moved you to take that firm stand will be a powerful force in the post‐war period. I can foresee, and hope to live to see, the day when every child in the country shall be able to get a good nourishing meal at school if the parents so wish. There is another important aspect of this vast expansion of the school feeding programme. The proper planning of school meals is only one way in which the child will benefit. Education in the simple facts of food values will be an essential part of the school. Impressions formed in the minds of these young people will last their lifetime. That is fully recognised in America, where a big concerted drive is about to begin to put nutrition propaganda before every section of the nation. It is true that food habits of a lifetime are sometimes hard to change. Whether they are based on long‐established custom or deep‐rooted fallacies, or both, they are not readily given up by adults. No better illustration could be given than the reluctance of the mass of the people to purchase wheatmeal bread when there was a choice between that and the ordinary white loaf. On the one hand we were urged to force wheatmeal bread down the throats of the people and were assured that they would like it when they came to understand that it was good for them. At the other extreme we were emphatically told that the public actively disliked a dark loaf. My own impression, from a close study of the matter, is that the majority of people are “conditioned,” to use a much overworked word, to white bread and give little thought to other variety. They are certainly apathetic to any appeals based on food values. Most people go into a shop, ask for a loaf of bread, get a white one, as has always been the case unless brown were specifically asked for, and give no more thought to the matter. A striking example of this indifference has been provided recently in America, where there has been extensive commercial development of the manufacture of white flour “fortified” by additions of synthetic vitamins. Large‐scale production has been in progress for about a year. At first the public, stimulated by a vigorous publicity, bought the new type of bread. Sales rapidly mounted. That it was largely novelty rather than vitamins that sold the bread in the first instance appears to be shown by the steady fall in sales that has recently occurred. Had the public as a whole actively disliked bread that is not white, as we were so often assured, it would have been reasonable to expect a volume of protest when National Bread came into general use. No such reaction occurred. On the other hand, favourable comment has been widespread. The war‐time nutrition policy that aimed at improving the food value of bread either by use of long‐extraction flours or artificial reinforcement will certainly be reflected in post‐war developments. What line they will take is not yet clear. It is certain, I believe, that minimum requirements, at least in respect to vitamin B1, will be laid down. Whether particular methods of manufacture will be specified is another question. In this connection it is appropriate to mention that a new method of milling wheat has been devised as a result of collaboration in Canada between the Government Cereals Research Department, certain milling interests and an enthusiastic pioneer who is leading Canada's nutrition “drive,” Dr. F. Tisdall, of Toronto. This method yields a flour, as rich in vitamin B1 as an 85 per cent. wheatmeal and containing considerably more of other important nutrients of the wheat berry than the ordinary type of wheat flour. If there is a public taste in regard to the whiteness of its flour, and if it is of real significance, we have here what appears to be the perfect compromise because the new Canadian flour—to be known officially as “Canada Approved”—is truly white. In passing, I may add that to encourage the production of this type of flour in Canada the addition of synthetic vitamin B1 to white flour has been made illegal. But although we must admit a large measure of resistance in adults to new ideas about food I by no means share the view that it is always a matter of the greatest difficulty to change their food habits. Twenty years ago, perhaps even ten, a workman who openly drank a glass of milk in front of his mates would have had to face a barrage of appropriately phrased ridicule. America led the way with its encouragement of milk in factories. When the war broke out we were rapidly following her lead. Milk was being drunk in considerable and increasing volume in factories. People no longer stopped to stare if they saw a big, husky navvy drinking from a bottle of milk. We were told, when we tried to get vegetable salads into workers' canteens, to make good the loss of vitamin C which is almost unpreventable in large‐scale cooking, that the “hands” would not touch them. They didn't, when little or no effort was made to explain in simple terms what they were for or to serve them attractively. The conventional idea that salads can consist only of lettuce, cucumber and tomato and that they are only to be eaten with cold meat was hard to uproot. But, wherever canteen supervisors have taken even moderate pains to encourage people to try salads—and I am speaking of war‐time salads of shredded cabbage, grated carrot, potatoes, etc.—there has been a record of success. Of course, everything depends on who runs the canteen. In one factory in London it was found not only possible, but a simple task, to make a midday meal of the “Oslo” type popular in summer months, even with men doing relatively heavy work. The serving of a helping of vegetable salad as part of the meal has proved a success in a number of communal restaurants. It is invariably eaten and most people like the innovation. If it were offered as a separate item relatively few would ask for it, merely because they are unaccustomed to do so. This small helping of fresh vegetables is of very great nutritional importance. Large‐scale cooking in restaurant kitchens involves serious losses of vitamin C. Some are caused by vegetables being prepared and left soaking many hours before they are cooked, sometimes overnight. Even more serious losses occur during cooking. Finally, cooked vegetables which have to be kept hot for several hours suffer a further serious reduction in the amount of ascorbic acid. The result is that instead of providing at least 25 mg. of vitamin C, as we would like it to do, an ordinary canteen meal may contain no more than 5·20 mg., particularly in winter months. It is all very well for the nutritional expert to tell us that by taking certain precautions and modifying the methods of cooking vegetables a large proportion of this loss can be prevented. The hard fact is that it is exceedingly difficult, sometimes quite impracticable, to change the organisation and routine of a large kitchen. We know of no means of preventing loss of C when cooked vegetables are kept hot in insulated containers, as is frequently necessary. In four hours the ascorbic acid content of a helping of cooked potatoes can fall from about 6 mg. to 2 mg., and that of one of “greens” from 25 mg. to 10 mg.; losses, that is, of the order of 60 per cent. The small helping of vegetable salad overcomes the difficulty. We have found that there is relatively a small loss when fresh vegetables are shredded or grated. A helping of about 3–4 ozs. of mixed chopped cabbage, carrot, turnip and beetroot gives from 20 to 40 mg. of vitamin C: an amount ample for the average person's daily need. We are trying very hard through the medium of propaganda by the Ministry of Food and Board of Education to make the people salad‐conscious; in the hope that salads will become an accepted part of the daily meals of an increasing number of families, schools, institutions and hospitals. If the movement really gains good ground during the war period, when the choice is so restricted, it should spread rapidly when normal times come and the green‐grocer's shops show once again the rich variety of produce from home and overseas. It has been a hard, uphill fight to make “the man in the street” believe that garden vegetables are a good substitute for fruit, in the nutritional sense. I think we have made good progress, but there are many still unconverted. It is important that the truth of this matter should be widely known. Of the fruits we ate in ordinary times only oranges, grapefruit, blackcurrants, redcurrants, gooseberries and strawberries are particularly good sources of C. Apples, pears, bananas, cherries and plums are relatively poor in this respect. When most of these fruits are unobtainable, as at present, it is important to know that we can easily obtain our vitamin C from cabbage and sprouts, cauliflower and broccoli. We recently published, in collaboration with Dr. H. V. Taylor, of the Ministry of Agriculture, tables showing that a well‐cultivated allotment of the regulation size of ten rods, a mere 300 sq. yards, will provide all the vitamin C required for a family of four during each month of the year, even after liberal allowances for wastage and cooking losses. Moreover, the same crops will provide no less than half the vitamin A required by a family of that size. No stronger evidence of the immense value of an allotment could be produced. It will be a thousand pities if every effort is not made to sustain the allotment movement to the greatest possible extent after the war. After the last war the area cultivated in this manner fell rapidly as parks, building sites and other grounds were taken back for their original purpose. Of necessity, much land will have to be given up when peace comes again, but if our post‐war world, is, as Sir Stafford Cripps remarked on Sunday last, to be “consciously planned for better living conditions,” the immense national importance of allotments must not be ignored as it was in the “reconstruction” after 1918. Nor do I feel we should regard the British Restaurant as a temporary war‐time expedient. There will doubtless be a certain amount of agitation after the war directed towards their abolition.

The food standards of the Indiana State Board of Health, which appear on another page, show that it is quite possible to lay down official definitions of various articles of food; and a study of these regulations may be of assistance to those authorities who are striving to arrive at some form of order out of the chaos which at present exists in this country in matters relating to food standards. With reference to milk, it will be seen that not only is the question of composition dealt with, but strict directions are given that milk derived from a cow which can in any way be considered as diseased is regarded as impure, and must therefore, says the Board, be considered as adulterated. In regard to butter and margarine, limits are given for the total amount of fat—which must consist entirely of milk‐fat in the case of the former substance—water, and salt; and not only are all preservatives forbidden, but the colouring matters are restricted, only certain vegetable colouring matters and some few coal‐tar colours being permitted. All cheese containing less than 10 per cent, of fat derived from milk must be plainly labelled as “ skim‐milk cheese”; and if it contains fat other than milk‐fat, it must be described as “ filled cheese.” Some exception is taken to the use of preservatives in cheese, inasmuch as it appears that cheese may contain a preservative if the name of such preservative is duly notified upon the label ; and the rules for the colouring of cheese are the same as those which apply to butter and margarine. All articles of food containing preservatives are considered as adulterated unless the package bears a label, printed in plain type and quite visible to the purchaser, stating that a preservative is present, and also giving the name of the preservative which has been used. Articles of confectionery must not contain any ingredient deleterious to health, such as terra alba, barytes, talc, or other mineral substance, nor may they contain poisonous colours or flavours.

Three events of significance to this country took place in 1899 – the British Food Journal was launched, Australia retained the Ashes, and the Boer War hostilities commenced. If challenged on the order of their importance, cricketers and Empire‐builders may be excused their preference. However, looking at it purely from the standpoint of pro bono publico, the dispassionate observer must surely opt for the birth of a certain publication as being ultimately the most beneficial of the three.

Supply chains in new and emerging agricultural industries typically lack information linking product quality with consumer behaviour. This case study of the emerging persimmon industry in Australia and New Zealand demonstrates how adopting a supply chain orientation can address this situation. Assessing and modelling consumer response to product quality provides information that demonstrates to supply chain stakeholders how better product quality management can improve the performance of the whole chain. Emerging fruit industries, therefore, have more incentive to adopt a supply chain orientation if they understand quality‐related factors that drive consumer satisfaction and repeat buying behaviour.

The purpose of this paper is to fill a knowledge gap by examining the changes in fruit and vegetable consumption of Chinese households.

Using 1993 and 2001 household survey data from three selected provinces in China, the authors estimated a quantile regression (QR) model to demonstrate how changes of fresh fruit and vegetable consumption over time may differ across regions, and additionally, how these changes may differ over the entire distribution.

Results show significant increases in fresh fruit consumption for all provinces; in addition, the pattern of changes over time differs across the entire distribution. In contrast, significant decreases of fresh vegetable consumption are evident, and results are robust across regions; however, the disparities of fresh vegetable consumption across regions are not significant.

The results may shed some light on the national food policy. First, any food policy that may affect prices of fresh fruits and vegetables will likely affect households in lower percentiles more than those in upper percentiles. In addition, based on the findings, households in Guangdong may have a higher risk of inadequate fruit consumption. Lower level consumption of fruits in Guangdong may be caused by its relatively high prices of fruits and perhaps the shifting consumption pattern to a more meat‐based diet as income increases.

There has been considerable interest in estimating food demand structure in China due to its huge market for food products. However, little is known about the fruits and vegetables products. In addition, most of the previous studies used the linear regression‐type model for analysis, which fails to capture the effects of the exogenous factors on the entire distribution. To fill the knowledge gap, this paper uses a QR model with the different‐in‐difference method to examine the changes in fruit and vegetable consumption of Chinese households.

The purpose of this paper is to develop a structural model of factors determining quality of juices and to indicate major variables that are significant for further product development.

Juices of apples, oranges, grapefruits, black currants and mixed fruits were subjected to testing in order to determine the qualitative structure of fruit juices. The following determinations were carried out in all fruit‐juice samples: total solids (Brix), Brix other than sucrose, total acidity, pH, vitamin C content, total sugars, direct‐reducing‐sugar content, saccharose content and volatile acidity. In addition, a sensory assessment in a 5‐grade score scale was carried out, covering the sensory characteristics of taste, flavour and colour. Based on the results of sensory analysis, a total sensory quality index (TSQI) was calculated.

Values of the linear correlation coefficient were calculated, and force and direction of the interdependence between the measured juice quality factors were determined. Analysis of major components was applied to develop a model of the structure of quality characteristics of fruit juices and to disclose latent variables. It enabled disclosure of four independent (orthogonal) areas, which determine the quality of fruit juices, and explain 70 per cent of the total juice quality area. They are represented by: total sugars, total solids (Brix), sensory quality and total acidity.

The research enabled identification of factors determining the fruit juice quality. It may prove very useful for R&D departments, as it informs an enterprise of which areas to focus their product development efforts on. Reducing the number of the major factors to four reduces costs and shortens the time necessary for product design and development.