The authors do not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and have

How marketing classes can rescue ‘ugly produce’ from becoming food waste

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2024-04-25 21:30:02

The authors do not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment.

At a time of rising food costs and growing food insecurity, a large percentage of food grown for consumption never reaches our tables.

Indeed, some estimates suggest that approximately 40 per cent of fruits and vegetables never even leave farms. Much of it gets rejected by wholesalers and retailers based on irregularities in weight, size or shape.

This desire for cosmetically appealing food also extends to consumers, as we often prefer picture-perfect produce. Unsurprisingly, this wanton waste takes a significant environmental toll, with an estimated eight to 10 per cent of global greenhouse gas emissions tied to unconsumed food.

Some companies have taken strides to counter food waste. A prominent example in the United States is Misfits Market, which launched in 2018.