Consumers' images regarding genomics as a tomato breeding technology: 'maybe it can provide a more tasty tomato'

Methods of production are becoming more important to consumers in their decisions about whether or not to buy or consume a certain product. This decision making process is influenced, among other things, by the images consumers have with regard to the product and its method of production. In this research, consumer images regarding plant breeding technologies were ascertained by means of focus group discussions. Thirty-five respondents, divided into four homogenous groups, were given descriptions of three plant breeding techniques and challenged to provide and discuss their images of these technologies. The discussions resulted in images about genetic modification, genomics, and conventional breeding. It was interesting to see that elaboration of the descriptions changed the consumers¿ images, especially regarding the positioning of genomics in relation to the other two technologies. Whereas initially consumers¿ images placed genomics close to genetic modification, further discussion and clarification resulted in a re-positioning of genomics closer to conventional breeding.