Increasing vegetable consumption: a means-end chain approach

Purpose – The purpose of this study is to illustrate how means-end chain theory can inform communications that effectively convey the health messages of vegetable consumption to various publics. Design/methodology/approach – Laddering interviews were conducted with 61 participants who consumed at least two serves of vegetables a day and were responsible in part or whole for shopping in their household. A means-end chain value map was then constructed using mecanalyst software. Findings – Using means-end theory, an example communications strategy was developed from the dominant chain. The health and wellness features that respondents associated with vegetables were “freshness”, a “source of vitamins and minerals”, and “high nutritional value”. In the mind of the consumer, these features were linked to the benefit concept “maintain energy and vitality”, which in turn was connected to the consequence “maintain an active life”. The end-states or goals participants ultimately connected to the health and wellness features of vegetables were that of “enjoy life” and “achieve goals”. Research limitations/implications – The research is limited in so far as subjects who consume less than two serves of vegetables are not recruited for this study. Practical implications – It is suggested that social marketing initiatives designed to increase vegetable consumption may base messages on health-related values or end-states of being to resonate more effectively with consumers. Social implications – High vegetable consumption is associated with a reduced risk of chronic disease. Effective strategies designed to increase vegetable consumption amongst populations may reduce the burden on health systems. Originality/value – This study illustrates how consumers' cognitive processes can inform social marketing communications.

Integrated disease management of stem end rot of mango in the Southern Philippines

This research aimed to develop and evaluate pre- and postharvest management strategies to reduce stem end rot (SER) incidence and extend saleable life of 'Carabao' mango fruits in Southern Philippines. Preharvest management focused on the development and improvement of fungicide spray program, while postharvest management aimed to develop alternative interventions aside from hot water treatment (HWT). Field evaluation of systemic fungicides, namely azoxystrobin ( Amistar 25SC), tebuconazole ( Folicur 25WP), carbendazim ( Goldazim 500SC), difenoconazole ( Score 250SC) and azoxystrobin+difenoconazole ( Amistar Top), reduced blossom blight severity and improved fruit setting and retention, resulting in higher fruit yield but failed to sufficiently suppress SER incidence. Based on these findings, an improved fungicide spray program was developed taking into account the infection process of SER pathogens and fungicide resistance. Timely application of protectant (mancozeb) and systemic fungicides (azoxystrobin, carbendazim and difenoconazole) during the most critical stages of mango flower and fruit development ensured higher harvestable fruit yield and minimally lowered SER incidence. Control of SER was also achieved by employing postharvest treatment such as HWT (52-55°C for 10 min), which significantly prolonged the saleable life of mango fruits. However, extended hot water treatment (EHWT; 46°C pulp temperature for 15 min), rapid heat treatment (RHT; 59°C for 30-60 sec), fungicide dip and promising biological control agents failed to satisfactorily reduce SER and prolong saleable life. In contrast, the integration of the improved spray program as preharvest management practice, and postharvest treatments such as HWT and fungicide dips (azoxystrobin, 150-175 ppm; carbendazim, 312.5 ppm; and tebuconazole, 125-156 ppm), significantly reduced disease and extended marketable life for utmost 8 days.

Influence of site, storage and steaming on Eucalyptus nitens log-end splitting

Key message Log-end splitting is one of the single most important defects in veneer logs. We show that log-end splitting in the temperate plantation species Eucalyptus nitens varies across sites and within-tree log position and increases with time in storage. Context Log-end splitting is one of the single most important defects in veneer logs because it can substantially reduce the recovery of veneer sheets. Eucalyptus nitens can develop log-end splits, but factors affecting log-end splitting in this species are not well understood. Aims The present study aims to describe the effect of log storage and steaming on the development of log-end splitting in logs from different plantations and log positions within the tree. Methods The study was conducted on upper and lower logs from each of 41 trees from three 20–22-year-old Tasmanian E. nitens plantations. Log-end splitting was assessed immediately after felling, after transport and storage in a log-yard, and just before peeling. A pre-peeling steam treatment was applied to half the logs. Results Site had a significant effect on splitting, and upper logs split more than lower logs with storage. Splitting increased with tree diameter breast height (DBH), but this relationship varied with site. The most rapidly growing site had more splitting even after accounting for DBH. No significant effect of steaming was detected. Conclusion Log-end splitting varied across sites and within-tree log position and increased with time in storage.