b"Consumer Decisions Controlthe Ugly Produce MovementWhat do consumers think about less than perfect produce?Ally RodenTHE FOOD WASTEDglobally is estimatedMarketing plays a huge role in how consumers at 1.6 billion tons, with the wastage of edibleview the less than perfect produce and seman-food ringing in at 1.3 billion tons. The U.S. alonetics matter, according to Cornil. When selling this produces more than 430 billion pounds of foodproduce, it should not be marked down more than every year, yet nearly one-third of available food20%, he warns. If the price is discounted too heav-is uneaten through loss or waste. This comes toily, it can send mixed signals to consumer, enforc-nearly $161.6 billion of food wasted, according toing the preconceived notion that ugly produce is the USDA. Could capitalizing on ugly produce belower quality when it contains the same nutritional one factor in helping to reduce food waste? value as its cosmetically superior counterpart.Yes, believes Jackie Suggitt, director of capi- Despite the knowledge that selling ugly pro-tal, innovation and engagement at ReFEDbutduce could help lessen the amount of food wasted there are many factors that must be considered toglobally each year, it is easier said than done. LargeYann Cornil.determine if efforts are truly helping the overarch- companies including Walmart and Whole Foods ing issue of food waste. have tried, but without consumer support, their We need to be careful that we aren't just shift- efforts have been unsuccessful.ing the waste to a different place in the supplyEven among the large distributors, most all of chain, but that were finding solutions that ideallythem have tried at different points in time to have end up with that food being consumed at the endbatches of ugly produce with different forms of of the day, says Suggitt. There is definitely oppor- labeling and communication to consumers. But it tunity on behalf of retailers and every player in thehasnt been particularly successful, shares Cornil.supply chain to be reducing this waste.What Is Next for Ugly Produce?Beliefs Begin at Birth The question then becomeshow can the While some consumer attitudes towards uglyamount of ugly produce purchased increase if produce are learned from societys standards ofsome of the most prominent companies have not what is deemed acceptable produce, the sourcebeen successful, and consumers are still struggling of many of these negative thoughts actually stemto accept the produce? Jackie Suggitt.from a much deeper placethe human mind. Let's be honest, when we go into the store, Something quite fundamental in human psy- to the produce bin, we often do look for the best chology is that we like what's prototypical, saysproducts within that bin. However, our expecta-Yann Cornil, associate professor of Marketing attions are also reaffirmed then by what we see in the University of British Columbia, Sauder Schoolstores. If we're only seeing perfect produce, that is ON THE WEBof Business. We feel awkward and ill at ease whenwhat we expect, says Suggitt. WHERE we see something which deviates from a proto- Despite the challenges faced when trying to typical shape for something that should look likealter the perceptions surrounding ugly produce,Want to hear the full conversation an apple or a carrot, for example. So, if there's andoing nothing is not an option. With honest mar- between Jackie and Yann? Make sure anomaly in the shape of the apple or carrot, weketing and no false promises, these companiesand listen to the full Seed Speaks will tend to have this negative reactionmaybecould help provide a solution, finding a home forepisode at:emotions of disgust or fear, that's not particularlymisfit produce in the homes of consumers.SWhttps://youtu.be/9NwJWsKXCW0 conducive of a purchase intention.8/ SEEDWORLD.COMFEBRUARY 2023"