However, quality can be an elusive goal, especially when there is no agreement over what constitutes high quality. The problem at the heart of the Maine potato case is the fact that there are approximately 80 varieties grown in the state. While the Maine varieties may have specific uses, i.e. fresh or frozen, the Russets are more versatile. The vegetable most often cited as the one consumers said that they would purchase if it were of higher quality was tomatoes. In the tomato case, higher quality implied a more ripe taste.
High quality is also an issue for export markets, especially in Japan.
Quality in this context means more than size and appearance. Because Japanese consumers tend to use fruit for more than just snacks, they are more sensitive to variations in taste and texture than U.S. consumers. Although apple exporters expected Japan to quickly emerge as a major importer of their product, traditional U.S. varieties were found to be lacking in sweetness - a key component of the Japanese definition of quality. Beyond tailoring appearance and taste to each markets' unique needs, importers demand both consistency and continuity of supply - two things U.S. exporter are often unable to provide. Currently, the Maine potato problem, however, goes beyond the consistency versus variety debate.