Abstract
The 'Annurca' apple, a traditional Italian cultivar protected by the "Melannurca Campana" EU PGI designation, undergoes a mandatory, traditional postharvest reddening process in a melaio. While essential for developing its characteristic flavor and color, this process can also lead to significant textural degradation, resulting in a mealy and soft fruit that conflicts with modern consumer expectations. This study investigated an integrated postharvest strategy to resolve this quality trade-off. We evaluated the sensory profile and consumer acceptance of 'Annurca' apples subjected to three treatments: traditional melaio reddening (Melaio), a 1-methylcyclopropene treatment alone (MCP), and a combined treatment of MCP followed by melaio reddening (MCP+Melaio). A panel of 534 consumers evaluated the apples for overall liking and the intensity of seven key sensory attributes. The results showed that the integrated 'MCP+Melaio' treatment was significantly preferred (Mean liking = 6.61) over both the traditional 'Melaio' (M = 5.91) and 'MCP' alone (M = 5.91) treatments. This preference was driven by a superior sensory profile that combined the high crunchiness and low mealiness of the MCP treatment with the high perceived aroma intensity and sweetness developed during the melaio phase. Furthermore, consumer segmentation analysis identified four distinct preference clusters, revealing that the integrated treatment's success derived from its ability to satisfy the divergent priorities of the two largest segments: "Melaio Fans" (37%) and "Texture & Flavor Seekers" (35%). Our findings demonstrate that combining 1-MCP with traditional practices creates a synergistic effect, producing a high-quality apple that is texturally superior, aromatically intense, and has an extended sensory shelf-life. This integrated approach offers a scientifically validated and practical solution to enhance the quality and consistency of 'Annurca' apple production.