DATE LABELS AND COLLEGE STUDENT PERCEPTIONS OF MILK DRINKABILITY

Abstract

A thematic analysis of written responses to an intercept survey explored young adult beliefs about date labels and their use in judging milk quality and safety. General questions about label location and how it influenced shopping decisions were followed by specific questions on using labels to determine milk drinkability. College students in U.S. Northeast and Southwest participated in this qualitative study where they described the purpose of a label as ensuring milk freshness and to help them avoid illness. A question that contextualized container status as previously open or unopened found that respondents relied on an expiration date when deciding whether to drink milk or discard it. The majority responded, “no,” they would not drink from an expired container regardless of its open/unopened status. A theme of “freshness” dominated when participants were asked to describe what a date label told them about milk quality. While students were comfortable estimating quality some were less certain about food safety. They wrote that the date label told them nothing or that they “don’t know” what it told them. The majority would discard expired milk. In terms of recommended changes, a theme of noticeability emerged concerning label size, location, and format along with a subtheme of a need for standardization. Observations of milk containers in local stores found date label variability in location and phrase both within and among brands. Consumer education on the limitations of a date label coupled with training in safe food handling has the potential to build confidence in using edible postdated food and reduce its waste.