What consumer preferences is Mardi targeting with new durian hybrids?

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Mardi is evaluating three new durian hybrids for consumer acceptance and farmer suitability, but specific preference details have not been disclosed
Mardi is selecting three new hybrid durian varieties that could be introduced as premium types, with the goal of matching industry demand and consumer preference. The varieties are being evaluated for fruit quality, consumer acceptance, and suitability for cultivation by farmers. However, the names of the hybrids are not yet disclosed because they are planned for launch during the durian season, when the public can view and taste them.
The consumer preference goal is described as “consumer acceptance”
Mardi’s director-general Datuk Dr Mohamad Zabawi Abdul Ghani said the three new hybrids are being assessed for consumer acceptance alongside fruit quality. The intent is to ensure the eventual premium releases are well received by consumers, not only judged on harvest or agronomic performance.
The evaluations cover fruit quality and how consumers respond to it
The current selection process includes fruit quality and consumer acceptance as separate evaluation criteria. This frames consumer preference in terms of how people react to the fruit quality of the hybrids during the selection stage, rather than listing specific flavour or texture targets.
The public will be able to taste during the durian season
Mardi has indicated that several hybrids have been identified for future release, but they remain under selection. The variety names cannot yet be disclosed because the planned launch during the durian season is intended to allow the public to view and taste them.
No specific taste, aroma, size, or price preferences are listed
While the process is explicitly linked to “consumer preference” and “consumer acceptance,” there are no specific details provided on targeted taste profiles, texture, aroma, fruit size, or price points. The only confirmed elements are the evaluation categories—fruit quality, consumer acceptance, and farmer suitability—plus the timeline tied to the durian season launch.

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What consumer preferences is Mardi targeting with new durian hybrids?

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