Consumer doesn’t want ‘ugly food’
An apple with a spot on it or a dented packet of juice. About half of all food products never reach our plates. Researchers at Wageningen (WUR) conducted an online survey among consumers from 4 countries. They gave the respondents 2 choices: an optimal and a suboptimal product that deviated from the norm in appearance, use-by date or packaging. Only 2.6% of the respondents were prepared to put an apple with a spot on it in their trolleys. Only 6% of the respondents were prepared to buy a packet of fruit juice with a dent in it, and one third would drink from such a packet at home. An article about the research is published in Food Quality and Preference (News Item WUR, 26 January 2017).
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