Effect of Geographical Indication Information on Consumer Acceptability of Cooked Aromatic Rice

Review of technology advances to assess rice quality traits and consumer perception

The increase in rice consumption and demand for high-quality rice is impacted by the growth of socioeconomic status in developing countries and consumer awareness of the health benefits of rice consumption. The latter aspects drive the need for rapid, low-cost, and reliable quality assessment methods to produce high-quality rice according to consumer preference. This is important to ensure the sustainability of the rice value chain and, therefore, accelerate the rice industry toward digital agriculture. This review article focuses on the measurements of the physicochemical and sensory quality of rice, including new and emerging technology advances, particularly in the development of low-cost, non-destructive, and rapid digital sensing techniques to assess rice quality traits and consumer perceptions. In addition, the prospects for potential applications of emerging technologies (i.e., sensors, computer vision, machine learning, and artificial intelligence) to assess rice quality and consumer preferences are discussed. The integration of these technologies shows promising potential in the forthcoming to be adopted by the rice industry to assess rice quality traits and consumer preferences at a lower cost, shorter time, and more objectively compared to the traditional approaches.

Green-Labelled Rice versus Conventional Rice: Perception and Emotion of Chinese Consumers Based on Review Mining

The COVID-19 pandemic increased public health awareness, changing consumers' sensitivity and beliefs about food health. Food anxiety and health scares turn consumers toward safe and healthy foods to strengthen their immunity, which makes green food more popular. However, it remains unclear how to understand the gap between consumer intention to purchase green food and their actual purchasing behaviour. Taking rice as an object of study, comparing differences in consumer perceptions and emotions towards green-labelled rice and conventional rice is beneficial for understanding the components and psychological characteristics of consumer perceptions of green food. Therefore, we used topic modelling and sentiment analysis to explore consumers' focus of attention, attitudinal preferences, and sentiment tendencies based on the review (n = 77,429) from JD.com. The findings revealed that (1) consumers' concerns about green-labelled rice are increasing rapidly, and most have a positive attitude; (2) consumers of green-labelled rice are more concerned about origin, aroma, and taste than conventional rice; (3) consumers of conventional rice are more concerned about the cost-performance ratio, while consumers of green-labelled rice are also price-sensitive; (4) green label mistrust and packaging breakage during logistics are the leading causes of negative emotions among consumers of green-labelled rice. This study provides a comparative analysis of consumer perceptions and emotions between the two types of rice, thus revealing the main influencing factors of the intention-behaviour gap and providing valuable consumer insights for the promotion of green consumption and the sustainable development of the green food industry.

Presence of Certain Foodborne Pathogens in Traditional Balearic Islands' Meat, Pastry, and Cheese Specialties Supported by European Union Quality Schemes, from 2018 to 2021

The cuisine of the Balearic Islands (Spain, southern Europe) has several products of a great tradition, recognized worldwide and covered by European Union quality schemes, such as Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI). Among them, the most emblematic products are sobrasada de Mallorca (a type of raw curated pork meat), ensaimada de Mallorca (pastry product), and Mahón-Menorca cheese (cow's milk cheese). During 4 consecutive years (2018-2021), the presence/absence of Escherichia coli β-glucuronidase positive (henceforth as E. coli), Listeria monocytogenes, Salmonella spp., and Staphylococcus aureus in these products has been monitored, as well as the total yeast and mold count in ensaimada de Mallorca. The results of the microbiological analysis showed that sobrasada presented similar microbiological patterns to those of other raw curated meat products (some presence of E. coli and L. monocytogenes). Furthermore, the sobrasada de Mallorca made with white pork tended to be positive in E. coli compared to other sobrasada subtypes. In the case of ensaimada, only a reduced number of cases within filled ensaimadas (with higher moisture content) presented unacceptable mold and yeast counts (>500 colony-forming unit [CFU]/g). Finally, the Mahón-Menorca cheese presented a surprising microbiology pattern: higher E. coli contamination in the pasteurized milk cheese compared to its raw counterpart. This pattern was observed for all the years, being statistically significant in 2020. This study has detected good microbiological status in the three traditional products studied. However, worrisome issues in Good Hygienic Practices have been detected for some companies that produce pasteurized milk Mahón-Menorca cheese under the PDO quality label. The companies involved and even the competent authorities should address these problems to correct this deviation in food security.

Effects of Thickness Fraction Process on Physicochemical Properties, Cooking Qualities, and Sensory Characteristics of Long-Grain Rice Samples

A process of removing thinner kernels of rough rice, i.e., thickness fraction process, has been suggested as a method for increasing milling yields in the rice industry. This study aimed at determining whether physicochemical properties, cooking qualities, and sensory characteristics of rice samples could be changed by the addition of a thickness fraction into the rice process stream. Each of four long-grain rice cultivar lots was assigned into two groups: unfractionated and thickness-fractionated. For the thickness-fractionated group, thin rice kernels (<1.9 mm) of rough rice were discarded from unfractionated rice samples. Unfractionated and thickness-fractionated rice samples were compared with respect to physicochemical properties, cooking qualities, and sensory characteristics. The results showed that the removal of such thin kernels decreased the breakage and chalkiness rates and increased head rice yields. Fractionated rice samples exhibited lower amylose contents and crude protein contents but higher gelatinization temperatures than unfractionated rice samples. While the optimum cooking duration and width–expansion ratios of thickness-fractionated rice samples were higher than those of unfractionated ones, there was a negligible impact of the thickness fraction process on sensory characteristics of long-grain rice samples. In conclusion, the thickness fraction process affects physicochemical properties and cooking qualities more than the sensory characteristics of rice samples.

A cup of black coffee with GI, please! Evidence of geographical indication influence on a coffee tasting experiment

Geographical Indication (GI) certifications enable producers to set production standards and create competitive advantage based on product's origin. In a coffee tasting experiment, brain responses to origin information of 40 participants, grouped equally by gender and involvement level, were collected by electroencephalography to verify: the impact of the GI cue in four brain waves (alpha, beta, delta and theta) and two brain lobes (frontal and temporal); preference; gender and involvement moderations. Results show that women presented power differences in both hemispheres, more channels/waves, which indicates greater sensitivity to the origin cue. Men presented power differences in fewer channels/waves. It is observed that involvement has a tenuous moderation effect when compared to gender. As for preference, the analysis of delta and theta waves indicated that men preferred coffee with GI; while women preferred coffee without GI, even though most of them indicated the opposite when verbally asked at the end of the tasting section.

US Consumers' Perceptions of Raw and Cooked Broken Rice

Rice supplies about 20% of the calories to the world’s consumers. Milling removes the outer husk and bran, breaking about 20% of the rice kernels during the milling process that equates to almost 100,000,000 tons of rice annually. Broken rice is discounted in price by almost half or relegated to non-human consumption. This study seeks to understand why this large percentage of rice production is discounted for human consumption. Consumers who routinely consume rice evaluated raw and cooked rice with 5%, 10%, 20%, 30% and 40% levels of brokens. Sensory analysis indicated the appearance of raw rice with high levels of brokens affected the price consumers were willing to pay. Panelists were not able to discern sensory differences amongst cooked rice samples with different brokens percentages despite an eight-fold difference in brokens (p < 0.01). From this, we concluded that the price discounts imposed on broken rice are not because of perceived differences in the eating quality of cooked rice. Overall impression and overall texture were the two most significant determinants in willingness to purchase rice. The five cooked-rice samples with different levels of broken rice inclusion did not differ in terms of willingness to purchase.

Influence of different levels of ethnocentrism of the Brazilian consumer on the choice of dulce de leche from different countries of origin

Dulce de leche, a concentrated dairy product with high added value, is an essential product of Brazilian culture. However, with a competitive market among economic blocks, it is important to know if the country of origin influences the perception of consumers and the intention to purchase a product, aiming to boost production in the domestic market. This study aimed to assess the impact of different levels of ethnocentrism on the consumer perception and buying behavior toward dulce de leche (DL) from other countries (Argentina, Uruguay, and Brazil). Through an online survey, participants' demographic data (n = 224) was collected. Then they were encouraged to identify the purchase motivation using the Hard Laddering (HL) methodology and to assess the consumer's level of ethnocentrism (CE) with CESTSCALE. Three distinct groups were identified: high, moderate, and low ethnocentric. Consumers with high CE declared themselves conservative, with a more significant number of self-employed workers, and prefer and always buy national products. This group had a robust dominant chain only for the national product, highlighting the flavor and quality, and values ​​of nationalism and solidarity with local producers. On the other hand, consumers with low CE were self-declared liberal and had a higher level of education. They demonstrated significantly more favorable attitudes and intentions towards purchasing imported products due to improved quality, although patriotic behavior was also evident. We conclude that with CETSCALE, it was possible to identify that the sample of the Brazilian population studied has different levels of CE, which strongly impact the purchase attitude of products, especially the imported ones. However, it was only through the HL technique that it was noticed that, in addition to its intrinsic characteristics, patriotism is an important factor for the product and can be used as a sales motivator. This study demonstrated the importance of promoting the development of DL in the domestic market and encourage aspects of the origin, as they are fundamental in the choice of this product by the consumer, which helps local industries.

Consumer Acceptance of Brown and White Rice Varieties

Rice is consumed as a staple food by more than half of the world's population. Due to a higher fibre and micronutrient content, brown rice is more nutritious than white rice, but the consumption of brown rice is significantly lower than that of white rice, primarily due to sensory attributes. Therefore, the present research aimed to identify the sensory attributes which drive liking of Australian-grown brown and white rice varieties. Participants (n = 139) tasted and scored (9-point hedonic scale) their liking (i.e., overall liking, aroma, colour and texture) of brown and white rice types of Jasmine (Kyeema), Low GI (Doongara), and Medium grain rice (Amaroo). In addition, participants scored aroma, colour, hardness, fluffiness, stickiness, and chewiness, on Just About Right Scales. A within-subjects crossover design with randomised order (William's Latin Square design) was used with six repeated samples for liking and Just About Right scales. Penalty analyses were applied to determine the relative influence of perception of sensory attributes on consumer liking of the rice varieties. Across all varieties, white rice was liked more than brown rice due to the texture and colour, and Jasmine rice was preferred over Low GI and Medium Grain. Rice texture (hardness and chewiness) was the most important sensory attribute among all rice varieties and aroma was important for driving of liking between white rice varieties.

Color-Induced Aroma Illusion: Color Cues Can Modulate Consumer Perception, Acceptance, and Emotional Responses toward Cooked Rice

Since rice is often cooked in many countries with different types of ingredients or seasonings, the surface colors of traditional rice meal items vary across cultural backgrounds. This study aimed to determine whether consumer perception, acceptance, willingness to eat, and emotional responses toward cooked rice samples could differ with their surface color cues. Milled rice was cooked with one of three food colorants: yellow, orange, and green, with milled (white) and un-milled (brown) rice cooked without colorants used as respective test and filler samples. Using a check-all-that-apply method, 98 rice consumers checked all aroma attributes they perceived by sniffing each of the four cooked-rice samples (white, yellow, orange, and green). They also rated the four samples with respect to attribute intensity, liking, emotional responses, and willingness to eat. The results showed that participants associated colored rice with specific ingredient-related aroma attributes (e.g., green color elicited sweet peas or spinach aromas). Color cues also affected ratings of attribute intensity, liking, willingness to eat, and emotional responses to cooked rice samples. In conclusion, this study provides empirical evidence that in the context of cooked rice consumption, color cues can elicit associated aromas and modulate consumer perception, acceptance, and evoked emotions to cooked rice.