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We elicited market intermediaries’ (i.e., shippers, packers, marketers) preferences for various fruit quality traits in apples, peaches, strawberries, and cherries in terms of ratings of importance, and identify factors significantly influencing these ratings. In general, results indicate that market intermediaries rate fruit quality traits associated with U.S. grade standards and consumer acceptability as most important. Information about preferred quality traits and factors influencing those preferences should increase the efficiency of developing improved fruit cultivars that appeal to the whole supply chain. Improved cultivars should enhance the ability of breeders, growers, and market intermediaries to supply high-quality fruit that better satisfy consumer demand.


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