Imperfect foods and food waste

In an effort to reduce food waste through increased acceptance of imperfect foods (fruits and vegetables that do not look perfect), researchers studied the effect of persuasive messages and price cuts on the consumer behaviour. The researchers have concluded that both messages and price reductions led consumers to purchase imperfect foods. Combining anti-food waste messages with a moderate price reduction was the most effective with 51% of respondents willing to buy imperfect foods.