Perceptions of Brazilian consumers regarding white mould surface‐ripened cheese using free word association

The aim of this study was to understand the perceptions and/or choices of Brazilian consumers regarding white mould surface‐ripened cheeses using the free word association method (FWAM). A total of 350 words, including ‘high quality’, ‘nice’, ‘beautiful’, ‘ammonia/milk aroma’, ‘soft and creamy texture’, ‘mild flavour’ and ‘velvety appearance’, were used by 408 volunteers. These words were influenced by the cultural diversity of foods. The FWAM can help to develop strategies to strengthen the frequent and occasional consumption of white mould surface‐ripened cheese, and also to encourage its consumption by those who currently do not purchase this product.