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Organic food quality is based on processing. While the EU organic production regulation focuses on agricultural production, private standards provide more detailed information about further processing. For the development of organic processing, practitioner perspectives can provide valuable input. To get insight into practitioner perspectives, we conducted semi-structured expert interviews with nine employees of seven partly organic juice processing companies from Germany and Austria. Interview topics were (i) quality of organic juice processing in general, (ii) assessment of specific processing techniques, (iii) product quality of organic juice and (iv) flow of information between producer and consumer. We conducted a thematic analysis. We found that the experts’ understanding of process quality mostly includes more aspects than the EU organic production regulation. It covers the whole food chain plus aspects of social and environmental sustainability. The experts prefer directly bottled juice of local raw materials but chiefly accept juice made from concentrate of exotic raw materials because of environmental concerns. Organic juice is preferred when it is cloudy and natural fluctuations are interpreted as an indicator of natural quality. The experts report that consumer information is challenging because of low food literacy. Raising this might help reduce the number of processed juices on the market.
Purpose: Organic food processing must include organic principles to be authentic. This qualitative study aims to understand the processors' understanding of organic food processing quality.
Design/methodology/approach: This study is based on semi-structured expert interviews with eight employees of six purely or partly organic dairies from Germany and Switzerland. Interview themes are (1) quality of organic milk processing in general, (2) assessment of specific processing techniques, (3) product quality of organic milk and (4) flow of information between producer and consumer. The interviews have been audio-recorded, transcribed verbatim and thematically analysed.
Findings: (1) Experts prefer minimal processing; some prefer artisanal processing, whilst others stress the advantages of mechanisation. (2) High temperature short time (HTST) pasteurisation and mechanical processing techniques are accepted; ultra-high-temperature (UHT) milk processing is partly rejected. (3) Traditional taste and valuable ingredients should be present in the final product. Natural variances are judged positively. (4) Consumers' low level of food technology literacy is challenging for communication.
Research limitations/implications: The results cannot be generalised due to the qualitative study design. Further studies, e.g. qualitative case analyses and studies with a quantitative design, are necessary to deepen the results.
Practical implications: The paper shows which processing technologies experts consider suitable or unsuitable for organic milk. The paper also identifies opportunities to bridge the perceived gap between processors' and consumers' demands.
Originality/value: The study shows the challenges of processors in expressing the processors' understanding of process quality.
Arteriosklerose
(1989)