“…Technological innovation in the agrifood sector must, refocus on the develop-ment of foods and food commodities that deliver specific benefits in line with stakeholder and consumer expecta-tions, as well as deliver adequate, safe and nutritious food.. Within this context, consumer priorities and prefer-ences regarding the development and implementation of previous agrifood technologies represents an important consideration in shaping how agrifood process and products are developed (Griffin & Hauser, 1993;Gupta, Fischer, van der Lans, & Frewer, 2012;Raley, Ragona, Sijtsema, Fischer, & Frewer, submitted for publication; Ronteltap, Fischer, & Tobi, 2011;Van Kleef, van Trijp, & Luning, 2005).…”