Almost three-quarters of Americans report feeling stressed about soaring grocery bills, yet substantial quantities of edible food continue to be discarded. The US government estimates that 30% to 40% of food is wasted across consumers, retailers and producers. The environmental cost is also considerable: according to the United Nations, food waste accounts for 8% to 10% of global carbon emissions. Businesses selling misshapen produce or repurposing leftover ingredients are seeking to address this problem, but research suggests that perceived quality remains a decisive purchasing factor.
Consumers may interpret an unusual shape as evidence of inferior quality, while heavy discounting can reinforce that impression. Describing produce as ‘ugly’ can counter this bias by signalling that its defect is purely cosmetic. Food rescue businesses nevertheless offer substantial savings: Misfits Market sells rescued food at an average discount of 35%. In contrast, upcycled products, which incorporate ingredients that would otherwise become waste, typically command a premium. Examples include flour made from soybean pulp and snacks retaining fruit peel. More than 600 products from over 100 brands carry Upcycled Certified certification, with certified-product sales rising 17% between 2024 and 2025.
Quality-focused presentation can influence acceptance. In two experiments, researchers compared a round, green, descriptive logo with a plain, monochrome, hexagonal design. The former improved perceived quality and willingness to purchase compared with products without a logo; the latter had no effect. These findings suggest that neither discounts nor environmental benefits alone can overcome shoppers’ doubts. Effective labelling must first establish confidence in the food itself.
