Sales trends for fresh-cut salads suggest that consumers will pay
for the convenience, if quality is perceived to be better than or equal
to the uncut product (Beaulieu & Lea, 2007). However, fresh-cut
fruit sales have lagged because of the consumers’ perception that
it is a product of lesser quality. This is because minimal processing
induces browning, softness, color, aroma, and water loss, which is a
problem because consumers often buy the first time based on
appearance, but repeat purchases are driven by expected quality
factors such as flavor and texture (Beaulieu, 2005, 2006; Waldron,
Parker, & Smith, 2003). In the case of fresh-cut melons, a shelf life
of up to 10 days is desirable in the distribution chain (Anonymous,
1996), however retail stores do not display the product for more
than 3 days