Preferred attributes of peaches with Protected Designation of Origin Calanda

Calanda is a municipality in the province of Zaragoza, Spain. Every year since mid-September until beginnings of November this area produces a famous high quality peach with Protected Denomination of Origin “Calanda” (PDO Calanda peach). The aim of this study is to value by Best-Worst scaling which of the ten PDO Calanda peaches attributes are more important for consumers and to find out the market segments. Main results show that the most important characteristics of PDO Calanda peaches are taste and ripeness and the least are packaging and fuzziness of the skin. Some preferences differences were found matching consumers’ socio-demographic characteristics