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W hen Procter & Gamble enters a new category, it is always worth taking notice. Such is the case with P&G's new Fit Produce Rinse. Packaged in a 12 fluid ounce bottle with trigger sprayer, it is designed to "remove up to 90% of unwanted surface residues from chemicals and wax on fresh fruits and vegetables." Copy further indicates "on average, it removes 70% -- twice as much residue as water." The

W hen Procter & Gamble enters a new category, it is always worth taking notice. Such is the case with P&G's new Fit Produce Rinse. Packaged in a 12 fluid ounce bottle with trigger sprayer, it is designed to "remove up to 90% of unwanted surface residues from chemicals and wax on fresh fruits and vegetables." Copy further indicates "on average, it removes 70% -- twice as much residue as water." The Sprayer Pack retails for $1.79, the larger refill for $2.99.

Obviously, there is some semblance of a problem. All Americans remember the Alar scare of a couple of years ago. It was about a residue found on some apples that might, in extremely large doses, cause cancer. That nearly wiped out America's apple growers. It remains controversial. Many feel it was not a legitimate problem, one that was blown way out of proportion for the benefit of TV ratings for an "expose" show and certain power hungry environmental groups that seek to alarm consumers. P&G says research indicates 96% of Americans wash their produce. Most use just water -- but many are not satisfied that unwanted residues are removed. There is a definite minority of concerned health addicts who don't want to touch anything until it has been thoroughly washed, much less eat it if the way it comes is the way you use it. Americans usually get their apples "polished" from their supermarkets. They look bright and shiny. Obviously others think this is needless window dressing.

But I bet this is a minority, and the potential for blowing this up to a majority of concerned citizens to establish a new category is scary. Basically there is nothing widespread and dangerously wrong with America's food supply. It still ranks pretty close to the top of the world's food envy curve. But to the best of scientific knowledge -- controversial as it may be to some people -- we are not deliberately poisoning the American consumer -- certainly not with a lot of dangerous residue on the fruits and vegetables our suppliers are providing.

So it becomes interesting to wonder why P&G believes it can set up a "straw horse" (as I would characterize it), then proceed to introduce a product in the distribution system to knock it down. America's supermarkets and the farm industry tell us there is growing interest in "organic" produce. But fruits and vegetables grown that way are sometimes odd-looking and misshapen -- but still not left with a residue of anything but a little dirt! P&G is busy rationalizing the company's older product lines and brand names and brand equity and culling out today's smaller sales producers. What is it doing in a non-entity category?

P&G's new Fit Produce Rinse is "made with Baking Soda & Citric Acid," under a listed patent number "and other Patent Pending." All Fit's ingredients are biodegradable.

Robert McMath is a new-product consultant and director of the New Products Showcase & Learning Center in Ithaca, N.Y.