Identification of sensory properties driving consumers' liking of commercially available kale and arugula.

The majority of consumers preferred sweet and nutty leafy greens. Organic growing methods did not affect consumer liking; however, organic labels do positively affect hedonic ratings of a consumer's overall liking of the product. This study also identified that 'Baby' leafy greens are well liked by consumers, and this area of produce should be expanded. © 2021 Society of Chemical Industry.