It's one thing to talk about fruit quality. But how many growers and shippers are willing to buy back their fruit if it fails to deliver great taste? A new taste-guarantee concept developed for a group of California soft fruit growers and shippers will be part of the group's preconditioned fruit program this season. The taste guarantee promises to reimburse the consumer it they are less than satisfied with their purchase of Ripe 'n Ready fruit, said Blair Richardson, head of FreshSense, the marketingarm for four California tree fruit and table grape growers and shippers that are part of the Ripe 'n Ready program. "It's easy to make promises about great quality, but generally speaking, most shippers put the fruit on the truck and then forget about it."
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