‘Locally Grown’ Broccoli Looks, Tastes Better to Consumers

In blind tests conducted by Cornell researchers, consumers rated a California broccoli tastier and better-looking than a pair of varieties grown in New York.

But the New York broccoli fared much better in a subsequent series of tests. It earned the highest marks for flavor and consumers were willing to pay more for it – on par with the California variety.

What changed?

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