The perceptions of food shoppers, produce managers in supermarkets, and wholesale produce buyers were examined with respect to acceptance of a fresh green bean that is slightly darker in color than the current leading cultivar. In-store interviews with shoppers revealed that retail shoppers are not biased for or against the darker color bean. The produce department managers and wholesale buyers indicated a willingness to handle the darker bean if shown evidence that consumers would purchase them. Analysis of variance was used to search for an acceptability or preference pattern associated with various socioeconomic factors.


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