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The finding that some participants trust information from
websites that promote raw milk was consistent with previous
research findings that health information on the internet
can be biased and lacking in scientific evidence (7). Future
studies could focus on evaluating social media influencers'
impact on consumer perceptions of DMDC, other
ingredients, processing aids, or new food technologies.
Participants' belief that food companies would use DMDC
to avoid the cost of pasteurization further emphasizes
the need for companies to increase communication with
consumers. The study's participants did not realize that
DMDC could enhance food safety without losing the taste of
fresh-squeezed juice. Some participants wondered how freshsqueezed juice could be marketed in a sealed container. They
were unaware that bacteria reduction meant the juice had a
longer shelf life, even though they were less concerned about
shelf life in general. They valued the unique flavor of freshly
squeezed juice instead.
This study also found that participants wanted to learn about
the benefits and safety of DMDC use. Some were reassured
about DMDC use after learning that the chemical was approved in Europe. The importance of communicating benefits
is consistent with a previous study that evaluated the effect of
information on consumers' intent to purchase irradiated foods
(6). Information on the benefits of food irradiation was found to
be more effective in increasing purchase intent than information
about authorities' approval of the process.
Some participants believed strongly in their right to know
how their food had been processed. This is consistent with
the widely reported quest for transparency and openness
in the food industry. Most consumers (67%) want to know
what goes into the food they buy (22). This phenomenon
was also observed in other food transparency issues, like the
application of genome editing in foods. Consumers want to
engage in the application and regulation of genome editing
of foods, even if they may hold different views about this
technology (27). The craving for transparency may be related
to decreased trust in food production and distribution. Some
researchers proposed that consumers' decreased proximity
to farming and lack of knowledge about the processes
contribute to this skepticism (8, 31).
Limitations
Although the study was carefully designed, there are
limitations to focus group research, including small sample
size and nonrandomized sample selection. Results from
this study cannot be generalized to the entire consumer

population; however, the findings do identify themes that can
be quantified through further research.
CONCLUSIONS
Fruit juice companies have striven to maintain the unique
flavor of fresh-squeezed juice while meeting the 5-log reduction requirement of the FDA. If company policy calls for
openness and transparency and product quality is enhanced
by using a processing aid with an unfamiliar chemical name,
should the company disclose its use to their customers?
This question points to a dilemma for fruit juice
companies: unfamiliar processing aids, such as DMDC,
that can maintain flavor can also cause consumer anxiety. A
company is well advised to initiate communication about the
processing aid's consumer benefits and its safety evaluation.
Combining the two label phrases preferred by this study's
focus group participants would likely result in increased
consumer acceptance. These phrases are " specially treated for
quality and safety " and " read about how we make our juice at
www.company-website.com. "
The company's webpage could include information about
how oranges are sourced, what procedures are followed to
maintain quality and safety, and information on DMDC, such
as that used in this focus group. Because those who like to
search the web may well seek out other sites for confirmation,
it would be helpful to include links on the webpage to sources
that contain scientific information about DMDC. Wikilinks
are used commonly by the general public. Although it is
subject to rewriting, a wikilink is readable and correct at the
time of this writing. The code of federal regulation may be
referenced. It is not lay reader-friendly, but it is authoritative.
Our findings indicate that, although labeling is not
required, some people are adamant about their right
to be informed about how their food is processed. A
label that indicated the juice was treated for quality and
safety, combined with a web link, was received well by all
participants. This approach could direct those who seek
information on how the product was handled to a site
explaining the benefits of the process, and it could be ignored
by those who were uninterested. This study models an
approach a food processor could use to communicate with
consumers in a transparent manner.
ACKNOWLEDGMENTS
We thank the study's participants. This material is partially
supported by the National Institute of Food and Agriculture,
U.S. Dept. of Agriculture, Hatch project 1016049.

REFERENCES
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2. Australian Government Federal Register
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