Consumers use varietal information in selecting the particular fruit and in anticipating their flavor or use (some varietals are better suited for cooking than others). Only certain fruits and vegetables are actually identified by varietal name – think pears, lemons, and avocados – and even these are limited at many groceries. The majority of consumers believe a lemon is a lemon, and that different varieties are quite rare.
Consumers should be aware that there are different variations of yellow peaches, red plums, green grapes, and so on, and be able to select the varietal that best suits their palate or cooking needs – while at the same time understanding the seasonality of such items. Retailers can spice up advertising by promoting different varieties and by holding in-store tastings so consumers can compare flavor and aroma side by side.