To attend the consumer's requirements related to the fresh tomato, offering a product of quality and to reduce the post-harvest losses of the product, the QFD method was applied to the tomato commercialized in a supermarket. The potential use of this tool was appraised, as well as its applicability to an agricultural product, taking effect the QFD. The experiment was carried out at the Carrefour store in Campinas, Brazil. A product with the requirements demanded by the consumer was developed, having the 'Carmen' tomato (popularly known by long shelf life) as the rival, which retains the biggest share in market nowadays. At each step of the experiment, the decisions were taken, considering the inherent characteristics to the product and its relations with the methodology. The pilot lot, with characteristics demanded by the clients and suitable to the business strategy (supermarket), was evaluated with the consumers. The established goal in relation to quality was reached, as well as the aim related to losses. Losses were %. As to the preference test, in which the developed product and 'Carmen' tomato were compared, through sensorial analysis, the tomato developed by the QFD method was the favorite with 0,1% significance level. The results obtained proved the applicability of the QFD method to fresh agricultural products commercialized, and the expected benefits were reached.
Licopersicon esculentum; quality planning; postharvest; commercialization; retail trade; consumer
