Almost three-quarters of Americans feel stressed about rising grocery bills, yet large amounts of safe food are still discarded. The U.S. government estimates that consumers, stores, and producers waste 30% to 40% of all food. This waste also contributes to global warming.
Companies are finding ways to sell food that might otherwise be thrown away. Some offer unusually shaped fruits and vegetables at lower prices. However, research suggests that many shoppers see a low price as a sign of poor quality. Other businesses turn leftover ingredients, such as fruit peels or soybean pulp, into new products. This process is called upcycling. These products usually cost more than conventional alternatives, so convincing shoppers of their quality is especially important.
Labels can help change these judgments. Describing produce as “ugly” can suggest that its only problem is appearance. In two experiments, a well-designed logo also improved shoppers’ opinions of foods made from rescued ingredients and increased their willingness to buy them. A poorly designed logo had no effect. The research suggests that discounts and environmental benefits alone are not enough: shoppers first need to believe the food is good.
