S17 - Session P4 - Characteristics of broccoli which influence its purchase and preparation by German consumers.

Authors: Tabea Isabel Hinz, Christian Frank, Alexander Frieman *, Ulrich Enneking, Diemo Daum*

Broccoli produced in Germany is frequently affected by a defect known as the hollow stem disorder. In an ongoing research project, it is our intention to develop a cultivation strategy to prevent this defect. The measures planned for this purpose may also increase the content of health-promoting ingredients in the produce. As part of this project, a consumer study was conducted to investigate how such broccoli characteristics affect the purchase and kitchen preparation of the vegetable. The online survey included a thousand adult individuals from across Germany. 88% of the participants stated that they consume broccoli at least once a month, and 41% even eat it weekly. The freshness of the produce was mentioned as the most important factor when buying broccoli. A firm and dense head as well as a high proportion of florets and a small stem were named as further selection criteria. Yellowing and browning on the flower as well as a hollow stem were often considered unappetizing. When a hollow stem is present, 89% of the participants stated that they no longer use the broccoli in its entirety. Almost one third then only eat the florets. Since the stem accounts for up to half of the head weight of a broccoli head, the presence of a hollow stem accounts for large food losses. During the survey, participants were informed that the new broccoli produce is a variety that does not form hollow stems and is particularly rich in magnesium, vitamin C and glucosinolates. The improved ingredient profile of the broccoli was predominantly rated by respondents as "rather important" or "very important" for their purchase decision. About one in four participants stated they would still be very likely to buy this broccoli even if the product's price per kilogram was 25% higher than conventional broccoli.