From The Conversation · Jintao Zhang · · 1m 50s
Why Americans toss misfit food despite grocery stress
Ugly produce sales and upcycled foods show Americans prioritize quality over price when reducing food waste.
In brief
Ugly produce sales and upcycled foods show Americans prioritize quality over price when reducing food waste. U.S. shoppers discard safe food despite rising grocery costs because they trust appearance over discounts, but better labeling boosts acceptance of misfit produce. Originally reported by The Conversation.
U.S. shoppers stress over grocery costs
Almost three-quarters of Americans say they’re stressed about skyrocketing grocery bills.
Misfit food discarded despite safety
Shoppers toss large quantities of safe food, from crooked carrots to surplus yogurt to early-pulled 'best before' items.
U.S. food waste statistics
The U.S. government estimates 30% to 40% of all food is thrown out by consumers, retailers, and producers.
Food waste impacts climate
8%-10% of global carbon emissions result from food waste, according to the United Nations.
Ugly produce market growth
Companies like Hungry Harvest and Misfits Market rescue food for shoppers seeking to save money and reduce carbon footprints.
Misfits Market sales impact
Misfits Market rescued 27 million pounds of food in 2025, up from 23 million pounds in 2019, with a 35% average discount.
Too Good To Go user impact
Too Good To Go users saved 8.1 million meals in the first seven months of 2025, a 67% increase from the previous year.
Labeling shifts food perception
Labeling misfit produce as 'ugly' reduces bias, while 'Different Outside. Same Inside' messages improve self-esteem and food choices.
Upcycled food market growth
Over 600 products from 100+ brands carry Upcycled Certified, with sales growing 17% from 2024 to 2025.
Generational differences in upcycled food
Gen Xers show less enthusiasm for upcycled foods due to perceptions of lower quality and cost-conscious habits.
Logo impact on food perception
Shoppers rate foods higher with well-designed logos that signal quality, while bare logos make no difference.
What to remember
U.S. shoppers discard safe food despite rising grocery costs because they trust appearance over discounts, but better labeling boosts acceptance of misfit produce.
