Improving food products standardization: From a verification tool to product branding

This study is devoted to identifying food products quality challenges and prerequisites for improving standardization to ensure their quality and competitiveness, which made it possible to substantiate the direction for improving standardization based on integrating technical and consumer approaches. The formulation of integration mechanisms based on the use of differentiated methods for studying the consumers’ attitude to food products’ GOSTs as a selection criterion made it possible to substantiate the need to integrate consumer standards into the system of technical food standards. The definition of the concept of “consumer standard”, which reveals the necessity for its use in standardization is formulated, a validation method, as a tool for consumer assessment of food products quality for standardization and compliance control, is proposed. Based on the analysis of the proposed factors of perceived quality and the author’s criteria for choosing food products for product branding, it is proposed to use them for consumer standards, thereby solving the problem of measurements uniformity. The integration model of food standardization, as a tool to guarantee high quality of products for product branding, has been proposed. The issues for priority research, allowing to solve problems of improving food standardization, have been identified.