645 Consumer Preference of Apple Cultivars Suited for Organic Production and Which Factors Influence the Buying Decision F.P. Weibel Research Institute of Organic Farming (FiBL) CH-5070 Frick Switzerland D. Kruczynska and D. Konopacka Research Institute of Pomology and Floriculture (RIPF) PL-96-100 Skierniewice Poland Keywords: organic, apple, cultivar, scab resistant, preference, sensory, consumer, market Abstract In our study within the European ISAFRUIT project, we examined in Poland and Switzerland the acceptance of representative organic and conventional food buyers for new disease resistant apple cultivars in comparison to similar-type common cultivars (6 cultivars per country). In total 120 testers were involved. The panel tests were carried out with blinded samples in a first run, and in a second run as branded samples where information on production system (organic or integrated) and price (+26% for organic fruit) was given. With additional questionnaires we assessed the importance of the testers’ general knowledge and perception on organic (fruit) production on their preference behavior. With blinded samples, in both countries both consumer groups rated the appearance and eating quality of resistant and susceptible apple cultivars relatively equal with minor advantages for the standard cultivars. However, when the samples were branded, organic buyers of both countries significantly increased their preference in appearance and on taste for the organic samples. In Poland, even the conventional buyers increased their rating for branded ‘bio’ samples; meanwhile the Swiss conventional buyers decreased it clearly. The analysis of the questionnaires revealed that: (i) in both countries and with both buyer groups, the awareness for the high importance of resistant cultivars for organic production is only mediocre; (ii) to increase their buying of organic apple they mainly require more basic and apple-specific information on organic production; (iii) the consumers expect from organic apples an outstanding inner quality but also a good price; (iv) the consumer’s trust in the control and certification of organic production is only mediocre. INTRODUCTION Organic apple production is worldwide constantly increasing, attaining e.g., in Switzerland and Germany already 5-10% of the market share (Granatstein et al., 2010). At the 2 nd largest super market chain in Switzerland “Coop”, organic apples contribute already by 15% of the volume sold. At present, the cultivars produced for the organic apple market are the same as for the conventional market. This means most of them are highly susceptible to the apple scab disease (Venturia inaequalis) like ‘Golden Delicious’, ‘Gala’, ‘Braeburn’, ‘Fuji’, etc. and therefore need frequent fungicide applications in order to achieve good yields and the required optical quality. In humid regions, more than 20 sprays per season can be necessary for scab control. Such a spray-intensive production is nor in line with the basic principles of organic farming, neither with the expectations of the buyers and consumers of organic produce (Darnhofer et al., 2010). Scab resistant cultivars are the most elegant solution to reduce the number of spray applications in organic orchards. Today, there are many scab resistant cultivars commercially available but their proportion in production and market is still very low. It is obvious that it is very difficult to introduce new apple cultivars into the market. To establish a successful marketing of resistant cultivars it must be as clear as possible which information the buyers need and what they expect from the product. Scientific studies that address the question of acceptance and marketing of organic and disease resistant apple Proc. XXVIII th IHC – IS on Organic Horticulture: Productivity and Sustainability Eds.: I. Mourão and U. Aksoy Acta Hort. 933, ISHS 2012