No abstract

Pork chops from 96 fresh loins representing PSE, normal and DFD quality were displayed in a supermarket. Price was not altered and equal numbers of the three quality types were presented in a manner disguising any evidence that a survey was in progress. A total of 280 packages were purchased. Over one-half (146) of the purchases included packages of normal chops (P < O.OOl), whereas the remaining purchases were divided between DFD (72) and PSE (62) packages. These findings suggest that some consumers may be aware of and may actively select for 'normal' pork color, but that others are either unaware of the limitations of, or do actually prefer, PSE and DFD pork.