Research confirms that people will buy”ugly” fruit.

A large supermarket chain in Australia has finally realised something really important, people will buy ugly fruit and vegetables as long as the produce tastes like it should and lasts, especially if it is cheaper than the “perfect” looking ones.

Whether this decision to sell such produce is based on simply trying to get more sales or trying to reduce costs, is not something the public will ever know. The fact that it is now happening is a brilliant start toward reducing the massive waste of food that happens in this country – there are several figures but the worse case is that at least half of the fruit and vegetables grown in this country end up getting thrown out before they are used. This disposal starts at the farm when it is thrown away because it is “ugly” or does not meet the size, colour, appearance and shape in the specification of the supermarkets. So this decision is being hailed by all those who know about this waste.

The marketing research in the UK by the market research organisation Mintel confirms that it is a good decision for the business as well. It shows that 48 percent of those questioned in a recent survey would be happy to purchase weird shaped produce as long as the quality is good.

When the price of this produce is reduced as well, the research shows that 42 percent of all fruit and vegetable purchasers would buy the “ugly” produce if it is cheaper.

Kiti Soininen, Head of UK Food, Drink & Foodservice Research at Mintel, said; “It is clear that consumers are open to ‘ugly’ produce, but where oddly shaped fruit and veg sits with mainstream offerings, it is at risk of going unchosen, even if subconsciously. The fact that half of consumers would buy good quality oddly shaped fruit and veg and the recent focus on food waste and the grocers’ role in curbing it shows there is scope to actively use the non-standard quality of produce as a selling point. In addition, prices come across as a real consideration for many and by positioning ‘ugly’ fruit and vegetables as a tasty, low-cost option should help the grocers to reach this group.”

So hopefully in the not too distant future, we can look forward to all the supermarkets joining in and the waste from only perfect produce starting to reduce.

Written by Rachelle Williams, The Green Food Safety Coach.