Multi-criteria assessment of ethical aspects in fresh tomato systems: Plant genomics technology innovation and food policy uses

Product assessment for imperceptiblecharacteristics like environmental impact, healthfulness,naturalness, and fairness is a helpful tool in productinnovation and for enhancing socially responsibleconduct.In this study we apply multiple criteria analysis forthe assessment of fresh tomatoes in terms of consumerperceptions regarding the above characteristics. Thegenerated indices provide an explicit and comprehensiverepresentation of consumer perceptions. Existing tomatoproducts from the Dutch market are ranked alongside(reasonable conjectures of) potential products to bedeveloped with the use of plant genomics technology.The results are interpreted to provide insights intothe socially optimal use of (plant genomics) technologyfor fresh tomato production. Policy uses are highlighted.