Fresh is one of the most important cues in food culture today. Consumers have come to rely on fresh as a broad marker of a high-quality food lifestyle. Currently, there is no one single dimension that triggers “fresh” perceptions in all consumers. Instead, there exists a multiplicity of underlying dimensions capable of signaling fresh. While each may trigger this perception on its own, they also have a pronounced cumulative effect. Some of these dimensions include:

  • Appearance of minimal processing
  • Cues of naturally sourced ingredients
  • Location in perishable and perimeter food categories
  • Use of natural color palettes and natural packaging materials
  • Product narratives emphasizing people, places and traditions
  • Connection to indigenous culinary traditions
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