Getting to the core of apple preference: research peels back the mystery of consumer choice

When you reach for an apple in the grocery store, do you choose a crisp sweet blushing AmbrosiaTM, a juicy aromatic Salish®, or a tart bright red and green McIntosh? Is it taste that guides you, colour, or something else? Are you someone who can’t wait to try the latest apple variety, or do you prefer the apple you already know? Understanding what drives consumer choice is important knowledge for the science teams that breed new apples, allowing them to select traits that will lead to superior fruit and a robust apple industry.