Purpose The purpose of this paper is to better understand consumer's familiarity with fruit processing as well as how fruit production conditions (organic and conventional farming), processing conditions (homemade, artisanal and industrial) and the type of processing (e.g. applesauce, apple cider and apple sorbet) influence consumer perceptions of processed fruits. Design/methodology/approach An online survey questionnaire was applied to 1,000 people living in France. The people represented different genders, ages (18–60+) and sociodemographic categories. Participants were categorized based on their produce purchasing habits (conventional, local, organic, local-organic). The questionnaire contained multiple choice and five point Likert scale questions. Data were analyzed using non-parametric tests. Findings The authors found that participants saw year-round availability, fruit preservation and food waste reduction as processing advantages. Locally sourced products were preferred to organic products. The perceived disadvantages to processing were additive usage, nutrient loss and packaging. For consumers, these disadvantages drove highly differentiated perceptions of industrial versus artisanal/homemade apple products. Processing conditions appeared to matter far more than production conditions (organic vs. conventional). In general, consumers weren't familiar with processing operations, awareness was greater for consumers of local and/or organic produce than conventional consumers. Social implications There must be a societal transition toward healthier diets, and food technologies. Informed consumers, might be better equipped to make healthy, informed choices if the consumers are given quality information about food production and processing at different levels. Originality/value Research has shown that consumers view fresh organic fruit positively, but only few studies have looked at perceptions of processed fruit products and their familiarity with processing operations. Results of this study demonstrate that consumers could make better choices if the consumers are given quality information about fruit production and processing.