“I don’t like wonky carrots”: An exploration of children’s perceptions of suboptimal fruits and vegetables

About this resource: Children’s perceptions of suboptimal or ‘ugly’ fruit and vegetables were studied using two qualitative research methods. Results showed that children are more accepting of ‘ugly’ produce, unlike adults previously studied. Defects in shape, size and certain colour defects were positively perceived by children, reflecting opportunities for retailers’ to market ‘ugly’ produce. These implications provide retailers' opportunities to market suboptimal produce to children, who may be able to influence their families to buy and consume ‘ugly’ produce.

Food Waste Innovation Authors: Annesha Makhal, Kristen Robertson, Maree Thyne and Miranda Mirosa

Citation: Makhal, A., Robertson, K., Thyne., K. & Mirosa, M. (2020) “I don’t like wonky carrots”: An exploration of children’s perceptions of suboptimal fruits and vegetables”. Journal of Retailing and Consumer Services, 54, 101945.