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control point regulations for juice stipulate a processing
approach that achieves a minimum 5-log pathogen
reduction (34).
Dimethyl dicarbonate (DMDC) performs a broad range
of antimicrobial actions against pathogenic bacteria and is
a common preservative in cold-sterilized soft drinks (9).
When added to fruit juice, DMDC breaks down rapidly
into methanol and carbon dioxide. The use of DMDC
in beverages is approved by regulatory bodies, including
the FDA, the European Food Safety Authority, and the
Australian and New Zealand food safety agencies (2, 5, 35).
In the United States, DMDC can be used as a yeast inhibitor,
and its use must be declared on the label of carbonated,
diluted beverages containing juice, fruit flavor, or both,
with juice content not exceeding 50% (32). After a review
of studies of DMDC's effect on various yeast strains and on
E. coli O157:H7 in several noncarbonated juice beverages,
the FDA determined that DMDC is effective in microbial
control for beverages' final packaging where the viable
microorganism load has been reduced to 500 microorganisms
per mL or less by current technologies (33). However, the
regulations do not specify that labeling is required when
DMDC is used as a microbial control agent in noncarbonated
juice beverages containing up to and including 100% juice
(33). Previous studies mentioned that DMDC does not have
to be declared on the label because it hydrolyzes into carbon
dioxide and trace amounts of methanol (1).
Increasingly, consumers want to understand how their
food is grown and processed (8). Nielsen's annual global
sustainability survey reported that 46% of Americans agreed
that food labeling impacts their purchase decisions (22).
Such food labels and other information sources can provide
information on how a product is sourced and treated. Onethird of American consumers consider brand transparency
an important factor when purchasing food products (46).
Transparent food supply procedures could potentially
increase consumer willingness to buy and their perception of
product quality (25). Clean label claims, especially organic
claims, are key areas of activity in new food and beverage
product development. From October 2017 to September
2018, organic claims were made in over 21% of all U.S. soft
drink launches (40).
Despite these trends, consumers can misinterpret certain
food labels and food processing technologies. More than half
of consumers reported in a survey the belief that products
labeled " all natural " are healthier than those without this
label, even when the two products bear the same nutrition
facts panel (11). Syrengelas et al. reported that people are
more willing to buy and pay more for products labeled
" natural " ; however, when informed that the word " natural "
on meat products meant it was minimally processed,
consumers' willingness to pay a premium for the product
dropped to zero (30). Without knowing the benefits of a
food processing technology, such as irradiation, and how it

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works, consumers may perceive more risks than benefits from
the technology (6). Thus, before food companies adopt new
processing technologies, they should develop a strategy to
effectively communicate with consumers by understanding
consumer perceptions of the process and their responses to
labeling terms.
A focus group study utilizes a carefully planned discussion
session in a permissive and nonthreatening environment
to gather perceptions about a defined area of interest (14).
This approach has been deployed to examine consumers'
perceptions and food safety behaviors (10, 43). As a
qualitative research approach, focus group interviews
offer insight into these questions and allow researchers
to study groups of people who possess characteristics
critical to the research question. Through directed group
discussion, participants provide qualitative data, and group
communication allows insight into respondents' attitudes,
feelings, beliefs, experiences, and reactions to the topic of
interest. The researcher can also obtain direct quotations
that capture a respondent's feelings. Focus groups should be
continued until no new information is revealed. Krueger and
Casey (14) indicate that three to six focus groups, with eight
to 12 participants per group, are often sufficient to reveal a
full range of responses to an issue.
A focus group study can shed light on a potential dilemma
for fruit juice companies: though they may wish to utilize
DMDC to enhance food safety, it is unclear what impact a
declaration to consumers about the processing aid may have
on their perceptions. If a company fails to disclose DMDC
usage, and the public later learns about the practice, the
company may be perceived as failing to be forthright about
their process. Therefore, consumer research can help identify
consumer priorities, their responses to information, and their
preferred communication approaches. This study uses focus
group research to explore consumer responses to the use of
DMDC in commercially packaged fresh-squeezed orange
juice, responses to different labeling terms, and preferences
for methods of communicating the safety and benefits of
DMDC usage.
MATERIALS AND METHODS
The authors conducted an internet search on the term
" DMDC " and " dimethyl dicarbonate " in 2016 to review lay
public literature about DMDC. The findings were then used
to describe DMDC to focus group participants.
Men and women who were responsible for purchasing at
least half of the household's groceries and who purchased
fresh-squeezed orange juice were recruited through a
national marketing research company (Opinions Inc., St.
Louis, MO) and from an upper-division consumer research
methods course at Sacramento State University. The study
was conducted in 2017. Age and ethnic diversity were
considered, but target numbers were not specified due to
the small sample size. A research protocol specified by the

Food Protection Trends - May/June 2021

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