Marketing sweet corn effectively depends on promotion and educating the consumer to differences between varieties. Free samples along with recipes are an excellent way to promote these varieties. Pearl types have smooth, rounded pearl-like crowns, while rice types are pointed. Popcorns also vary in color. Popcorn has a hard, flinty endosperm that surrounds a small amount of soft moist starch in the center.
Popcorn quality depends on a number of factors.
Generally, the more a popcorn variety expands after popping, the better the quality, as a greater volume produces a better texture. Most commercial varieties will expand 30-40 times their volume. Expansion is also affected by moisture content, drying procedure, and amount of damage to the pericarp and endosperm. Other factors affecting quality include flavor, tenderness, absence of hulls, color, and shape. Mushroom types are generally preferred in the confection industry, as they are less susceptible to breakage and are easier to coat with flavors or syrups.