Effect of storage temperature for paddy on consumer perception of cooked rice

Effect of storage temperature (ST) (5, 15, and 25°C) for paddy on the consumer perception of cooked rice (CR) was investigated with six major rice cultivars in Korea (Ilmibyeo, Chucheongbyeo, Ilpumbyeo, Hwayeongbyeo, Nampyeongbyeo, and Odaebyeo) after 12 months of storage. Germination rate (GR) of the paddy, grading characteristics (percentages of head rice, broken kernels, damaged kernels, colored kernels and chalky kernels) of milled rice (MR) kernels, texture profile analysis (hardness, springiness, cohesiveness, adhesiveness, and chewiness) and color (L*, a*, and b*) of CR were measured. Also, consumer testing on CR was done with 108 consumers. Consumers evaluated acceptability for odor, appearance, taste, texture, and overall purchase intent, and willingness to pay (WTP) of CR. After 12 months of storage, physicochemical characteristics of MR and CR were significantly different depending on ST. The significant difference among three ST of paddy was noted for GR, color b* value, fat acidity of MR, and overall consumer acceptability of CR. The GR was constant during 12 months of storage at 5°C, whereas a significant decrease of GR was noted for all six cultivars within 12 months of storage at 25°C. The average WTP for rice stored at 5°C for 12 months was $U.S. 45.68/20 kg, whereas WTP for rice stored at 15°C and 25°C were $U.S. 44.19/20 kg and $U.S. 41.87/20 kg, respectively, implying the importance of ST on grain quality and product value by consumers. Overall consumer acceptability had high correlation coefficient with WTP (r = 0.985). Overall consumer acceptability had highest correlation with GR of paddy (r = 0.861), followed by b* value of CR (r = -0.826), fat acidity (r = -0.768), cohesiveness (r = 0.733), and hardness (r = -0.650) of CR by TA, implying GR of paddy and b* value of CR could be used as indicators for eating quality of rice.