Inside Look: Plant Futures Challenge Lab x Sun World
In the dynamic landscape of food and agriculture, innovation is key to meeting the ever-evolving needs and preferences of consumers.
The partnership between Plant Futures Challenge Lab students and Sun World brought together over 150 participants in a blind taste test, providing invaluable insights into consumer preferences.
Today, Sun World’s table grape breeding program is one of the largest and longest-running in the world, with 70,000+ acres planted in 17 countries, and 450+ plant patents held across a robust genetics platform.
Sun World International is a global fruit variety development and licensing company, propelled by emerging technologies and rooted since our inception in the principles of sustainability. We pioneered seedless grape variety development and licensing and launched our fruit genetics program more than 30 years ago. We specialize in table grape and stone fruit varieties, and are further developing programs in cherries and mangoes.
Notably, the top attributes preferred by Gen Z and Millennials were juicy, crispy, and sweet grapes. Furthermore, a majority of respondents showed a preference for green grapes, highlighting the significance of color distinctions in consumer choice. Interestingly, while flavored grapes had been tried by many, they were often regarded as a novelty purchase, indicating a potential gap in the market for innovative flavors.
The blind taste test also revealed surprising findings regarding black grapes. Despite initial skepticism, participants expressed delight in the taste and texture of black grapes, with antioxidant content influencing preferences for specific varieties like Sable. These insights underscore the opportunity to increase consumer awareness and differentiate the black grape category, particularly among younger demographics.
Beyond consumer preferences, the Challenge Lab study shed light on the purchasing behaviors of Gen Z and Millennials. While less than half of respondents purchased grapes regularly, they were often chosen as an impulse buy and valued for their convenience as a snack. Taste and health were identified as primary reasons for grape purchase, with sustainability initiatives gaining increasing importance, particularly among Gen Z.
By leveraging the diverse expertise of students from various disciplines, coupled with real-world industry partnerships, the Challenge Lab continues to drive innovation and foster the next generation of leaders in the plant-based food and agriculture sectors. As we navigate the complexities of a rapidly changing world, initiatives like the Challenge Lab serve as beacons of innovation, shaping a more sustainable and resilient future for food and agriculture.
