Team:UC Davis/Public Perception

The impact of food quality assurance has come increasingly into the forefront of public opinion. Concerns about the quality of marketed olive oil in the US have become increasingly resonant. Health benefits that would be of interest to consumers are linked to extra virgin olive oil. Since most of the olive oil marketed as virgin or extra virgin olive oil is not of that quality, there is the potential for significant consumer concern if this information moved into the public arena.

Accreditation processes have been found to engender both consumer confidence and loyalty. These processes, when linked to quality seals, enable consumers to quickly identify superior goods in the market. Seal recognition promotes regional brand-name loyalty and influences consumer decision-making. However, once a quality seal has been created and a standard established, it is imperative that the seal’s reputation for quality be maintained. Maintenance of product quality is especially important, “because a brand name becomes associated with a particular quality level, and any lowering of the level causes the customer to lose confidence in the brand; sales of other goods under the same brand may then also be reduced” (Quality control in the fish industry, Torry Research Station, FAO Corporate Document Repository).