Almost three-quarters of Americans feel stressed about rising food bills. However, safe food continues to be thrown away. The US government estimates that consumers, retailers and producers waste between 30% and 40% of all food. Businesses are trying to reduce this waste by selling unusual-looking fruit and vegetables and finding uses for leftover ingredients.
Research suggests that shoppers focus strongly on quality. They may assume that vegetables with unusual shapes are poor quality, even when they are safe to eat. A large discount can strengthen that belief rather than encourage a purchase. Labelling the produce ‘ugly’ can help because it suggests that appearance is the only problem.
Other businesses make ‘upcycled’ foods, turning ingredients that would otherwise be wasted into new products. These often cost more than ordinary alternatives, so convincing shoppers about quality is especially important. In two experiments, a round, green logo with useful information improved shoppers’ opinions of quality and their willingness to buy. A simpler, less informative design made no difference. The findings suggest that low prices or environmental promises alone are not enough: shoppers must first believe the food is good.
