From forest to table: The role of product naming in consumer expectations of biodiversity-derived foods

Despite the high global richness of food plants, only a small portion is effectively used as food by human populations. Although most wild food plants (WFPs) are underutilized as food, they can contribute to food security and biocultural conservation through sustainable management. The goal of this research was to identify the best terminological presentation of a novel food product and to understand the factors that influence the expectations concerning products made with WFPs. This research was conducted using an online questionnaire, with a final national sample of 724 people. The participants answered questions about their socioeconomic profile, food neophobia, previous knowledge, and expectations regarding the taste and appropriateness of native fruit juices. The questions were randomized, so that a person would not receive the same picture or product name more than once. The results show that taste expectancy decreases in relation to products associated with WFP names and forest environments. Food neophobia is the variable that influences expectations the most. To ensure biocultural conservation and cultural valuation, WFP popularization programs should maintain the original (popular) name of the species. However, to help more distant consumers develop familiarity, the flavor, shape, color, or texture of these products can be associated with those of conventional plants.