VG10024 Consumer insights into vegetable consumption phase two

To develop the psychological concepts identified in Horticulture Australia Limited (HAL) study VG08000 into a survey instrument. To conduct a quantitative study that provides a psychological understanding of consumer segments.

Psychological approach to vegetable consumption

The greater purpose of this research is to develop a comprehensive model of vegetable purchase and consumption. The results will suggest strategies for a meaningful point of connection with consumers other than messages based on health, and offer compelling motivation for sustained vegetable purchase.

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.

Impacts of a fuel oil spill on seagrass meadows in a subtropical port, Gladstone, Australia - The value of long-term marine habitat monitoring in high risk areas.

We used an established seagrass monitoring programme to examine the short and longer-term impacts of an oil spill event on intertidal seagrass meadows. Results for potentially impacted seagrass areas were compared with existing monitoring data and with control seagrass meadows located outside of the oil spill area. Seagrass meadows were not significantly affected by the oil spill. Declines in seagrass biomass and area 1 month post-spill were consistent between control and impact meadows. Eight months post-spill, seagrass density and area increased to be within historical ranges. The declines in seagrass meadows were likely attributable to natural seasonal variation and a combination of climatic and anthropogenic impacts. The lack of impact from the oil spill was due to several mitigating factors rather than a lack of toxic effects to seagrasses. The study demonstrates the value of long-term monitoring of critical habitats in high risk areas to effectively assess impacts.

Sweetpotato consumer research: insights to increasing consumption

This report provides an evaluation of the behaviours and purchasing drivers of key sweetpotato consumers defined by Nielsen consumer research as Established Couples (two or more adults with no children 17 and under, and head of house 35-59), Senior Couples (two or more adults with no children 17 or under, and head of house 60 or over), and Independent Singles (one person household 35 or over, no children 17 or under). Research was qualitative in nature. Methods used included focus groups, depth interviews and shop-a-longs. The report found that preferences for sweetpotato amongst these groups were varied. In general a smaller torpedo shaped vegetable was valued for ease of preparation and the convenience of being of sufficient size for a meal for two. Satisfaction with sweetpotato was high with negative comments on quality exceedingly rare within discussions. However, shop-a-longs revealed that some quality issues were apparent at retail such as withered product, pitting and occasionally damage. A display with stock resting in any amount of water was a barrier to purchase for consumers and this was apparent on two out 15 occasions. A high quality sweetpotato was of a deep orange/red colour, had a smooth skin and was extremely dense and hard. An inferior sweetpotato was wrinkly, spongy, pitted and damaged. Awareness of sweetpotato was a relatively recent phenomenon amongst the respondents of this study with most recalling eating the vegetable in the last five to 10 years. Life-time eating patterns emerged as a consequence of childhood food experiences such as growing up with a ‘meat and three’ veg philosophy and traditional Australian meals. However, this was dependent on cultural background and those with ties to diverse cultures were more likely to have always known of the vegetable. Sweetpotato trial and consumption coincided with a breaking away from these traditional patterns, or was integrated into conventional meals such as a baked vegetable to accompany roasts. Increased health consciousness also led to awareness of the vegetable. A primary catalyst for consumption within the Established and Senior Couples groups was the health benefits associated with sweetpotato. Consumers had very little knowledge of the specific health properties of the vegetable and were surprised at the number of benefits consumption provided. Sweetpotato was important for diabetics for its low Glycemic Index status. Top-of-the-mind awareness of the vegetable resulted from the onset of the disease. Increasing fibre was a key motive for this demographic and this provided a significant link between consumption and preventing bowel cancer. For those on a weight loss regime, sweetpotato was perceived as a tasty, satisfying food that was low in carbohydrates. Swapping behaviours where white potato was replaced by sweetpotato was often a response to these health concerns. Other health properties mentioned by participants through the course of the research included the precursor β-carotene and Vitamins A & C. The sweetpotato was appreciated for its hedonic and timesaving qualities. For consumers with a high involvement in food, the vegetable was valued for its versatility in meals. These consumers took pride in cooking and the flavour and texture of sweetpotato lent itself to a variety of meals such as soups, salads, roasts, curries, tagines and so on. Participants who had little time or desire to prepare and cook meals valued sweetpotato because it was an easy way to add colour and variety to the plate and because including an orange vegetable to meals is a shortcut to ensuring vitamin intake. Several recommendations are made to the sweetpotato industry. • Vigorously promote the distinct nutritional and health properties of sweetpotatoes, particularly if they can be favourably compared to other vegetables or foods • Promote the salient properties to specific targets such as diabetics, those that are at risk to bowel cancer, and those embarking on a weight-loss regime. Utilise specialist channels of communication such as diabetic magazines and websites • Promote styles of cooking of sweetpotato that would appeal to traditionalists such as roasts and BBQs • Promote the vegetable as a low maintenance vegetable, easy to store, easy to cook and particularly focusing on it as a simple way to boost the appearance and nutritional value of meals. • Promote the vegetable to high food involvement consumers through exotic recipes and linking it to feelings of accomplishment with cooking • Promote the versatility of the vegetable • Devise promotions that link images and tone of communications with enjoying life to the fullest, having time to enjoy family and grandchildren, and of partaking in social activities • Educate retailers on consumer perceptions of quality and ensuring moisture and mould is not present at displays Qualitative information while providing a wealth of detail cannot be extrapolated to the overall target population and this may be considered a limitation to the research. However, within research theory, effective quantitative design is believed to stem from the insights developed from qualitative studies. • Develop and implement a quantitative study on sweetpotato attitudes and behaviours based on the results of this study.

Fuel manipulation with herbicide treatments to reduce fire hazard in young pine (Pinus elliottii × P. caribaea) plantations in south-east Queensland, Australia

Wildfire represents a major risk to pine plantations. This risk is particularly great for young plantations (generally less than 10 m in height) where prescribed fire cannot be used to manipulate fuel biomass, and where flammable grasses are abundant in the understorey. We report results from a replicated field experiment designed to determine the effects of two rates of glyphosate (450 g L–1) application, two extents of application (inter-row only and inter-row and row) with applications being applied once or twice, on understorey fine fuel biomass, fuel structure and composition in south-east Queensland, Australia. Two herbicide applications (~9 months apart) were more effective than a once-off treatment for reducing standing biomass, grass continuity, grass height, percentage grass dry weight and the density of shrubs. In addition, the 6-L ha–1 rate of application was more effective than the 3-L ha–1 rate of application in periodically reducing grass continuity and shrub density in the inter-rows and in reducing standing biomass in the tree rows, and application in the inter-rows and rows significantly reduced shrub density relative to the inter-row-only application. Herbicide treatment in the inter-rows and rows is likely to be useful for managing fuels before prescribed fire in young pine plantations because such treatment minimised tree scorch height during prescribed burns. Further, herbicide treatments had no adverse effects on plantation trees, and in some cases tree growth was enhanced by treatments. However, the effectiveness of herbicide treatments in reducing the risk of tree damage or mortality under wildfire conditions remains untested.

Consumption of anthocyanin-rich Queen Garnet plum juice reduces platelet activation related thrombogenesis in healthy volunteers

The anti-thrombotic properties of an anthocyanin-rich Queen Garnet plum juice (QGPJ) and anthocyanin-free prune juice (PJ) were studied in this randomised, double-blind, crossover trial. Twenty-one healthy subjects (M = 10, F = 11) consumed QGPJ, PJ or placebo, 200 mL/day for 28-days followed by a 2-week wash-out period. Only QGPJ supplementation inhibited platelet aggregation induced by ADP (<5%, P = 0.02), collagen (<2.7%, P < 0.001) and arachidonic acid (<4%, P < 0.001); reduced platelet activation-dependent surface-marker P-selectin expression of activated de-granulated platelets (<17.2%, P = 0.04); prolonged activated-partial thromboplastin clotting time (>2.1 s, P = 0.03); reduced plasma-fibrinogen (<7.5%, P = 0.02) and malondialdehyde levels, a plasma biomarker of oxidative stress ( P = 0.016). PJ supplementation increased plasma hippuric acid content ( P = 0.018). QGPJ or PJ supplementation did not affect blood cell counts, lipid profile, or inflammation markers. Our findings suggest that QGPJ but not PJ has the potential to significantly attenuate thrombosis by reducing platelet activation/hyper-coagulability and oxidative stress.

Biomass for aviation fuel production in the Fitzroy Basin, Queensland: a preliminary assessment of native and plantation forest potential

SummaryThis scoping study assesses the contribution that woody biomass could make to feedstock supply for an aviation biofuel industry in Queensland. The inland 600?900 mm rainfall zone, including the Fitzroy Basin region, is identified as an area that is particularly worthy of closer study as it has potential for supply of woody biomass from existing native regrowth (brigalow and other species) as well as from new plantings. New analyses carried out for this study of Corymbia citriodora subsp. variegata trials suggest biomass plantings could produce harvestable yield of aboveground dry mass of about 85 t ha?1 over a 10-year rotation at relatively low-rainfall (600?750 mm mean annual precipitation) sites and about 115 t ha?1 at medium-rainfall (750?900 mm) sites. Estimates of productivity for native regrowth suggest potential productivity should be around 40 t ha?1 during the initial decade after clearing when systems are managed for bioenergy rather than grazing. In this paper, potential production systems are described, and sustainability issues are briefly considered. It is concluded that more detailed studies focused particularly on biomass production would be worthwhile, and further research requirements are briefly discussed.

Consumption of crops by feral pigs (Sus scrofa) in a fragmented agricultural landscape

Feral pigs (Sus scrofa) consume and damage crops and impact the environment through predation, competition and habitat disturbance, although supporting dietary data are lacking in agricultural landscapes. This study was undertaken to determine the relative importance of food items in the diet of feral pigs in a fragmented agricultural landscape, particularly to assist in predicting the breadth of likely impacts. Diet composition was assessed from the stomach contents of 196 feral pigs from agricultural properties in southern Queensland. Feral pigs were herbivorous, with plant matter comprising >99% of biomass consumed. Crops were consumed more frequently than non-crop species, and comprised >60% of dietary biomass, indicating a clear potential for direct economic losses. Consumption of pasture and forage species also suggests potential competition for pasture with domestic stock. There is little evidence of direct predation on native fauna, but feral pig feeding activities may impact environmental values. Seasonal differences in consumption of crop, pasture or animal food groups probably reflect the changing availability of food items. We recommend that future dietary studies examine food availability to determine any dietary preferences to assist in determining the foods most susceptible to damage. The outcomes of this study are important for developing techniques for monitoring the impacts of feral pigs, essential for developing management options to reduce feral pig damage on agricultural lands.