Most shoppers like to squeeze fruit to test its freshness, according to the latest useful research.
A study of 100 Tesco shoppers revealed that 58% preferred to squeeze, while 24% opted to sniff and 15% relied on their sense of taste (let's hope that's after they'd actually bought it).
Another 10% said they did not bother to check for freshness.
The survey by Exe Technologies was designed to highlight the importance of effective supply chain management with the snappily titled International Supply Chain Appreciation Week. It found that tmore than half of those questioned had never considered how fresh produce arrived in their shop and only 8% had heard of supply chain management technology. Can't have been readers of The Grocer.