The fresh fruit industry is a highly dynamic sector in the food market. Fresh fruit chain actors have to adapt to the changing market environment in order to face upcoming challenges. The objective of this study is to analyze the market sustainability of red-fleshed apples (RFA) by exploring consumers’ and fresh fruit industry experts’ and stakeholders’ opinions in Italy and New Zealand. The study was carried out in Italy and New Zealand from December 2018 to June 2019 including 778 consumers and 29 expert and stakeholder interviews. Results show a promising market potential of RFA. Innovative attributes and nutritional value of RFA are the most important factors that push consumers’ interest and willingness to buy RFA. New Zealand consumers and women show a higher appreciation of RFA. The nutritional value of the fruit can be a strategic marketing management attribute especially for health-conscious consumers. However, experts think the market for RFA will develop slowly, and will remain a niche product. Some stakeholders are skeptical about consumer RFA appreciation, and fear that RFA are too radical a novelty on the market. The RFA may be perceived as not natural. There is the need to coordinate food chain stakeholders’ management practices on RFA. This allows to mitigate risks, set food standards acceptable for all chain stakeholders, and make sustainable economic investment on innovation.

Attempting weight loss is an increasingly common behavior for many people and a variety of practices are used. However, lapses in self-control may hinder progress. This study explores how women construe their weight-loss practices. In 10 semistructured interviews, the repertory grid technique (RGT) was used to explore elicited bipolar constructs using weight-loss practices as elements. Qualitative interpretation of the grids highlighted the fundamentally different ways self-control was seen as being enhanced. The amount of weight to be lost and self-esteem issues were interpreted as impacting expectations of increased self-control from practices. Suggestions for future research into these relationships are outlined.