# Why Americans toss misfit food despite grocery stress

> Ugly produce sales and upcycled foods show Americans prioritize quality over price when reducing food waste.
- Title: Why Americans toss misfit food despite grocery stress
- Summary: Ugly produce sales and upcycled foods show Americans prioritize quality over price when reducing food waste. U.S. shoppers discard safe food despite rising…
- Keywords: misfit food, ugly produce, upcycled foods, food waste, misfits market, too good to go, food labeling, consumer behavior, carbon emissions, us grocery prices, science, ideas
- Source: The Conversation — https://theconversation.com/americans-are-stressed-about-grocery-prices-so-why-do-they-toss-or-overlook-so-much-misfit-food-293526
- Author: Jintao Zhang
- Read time: 1 min
- Topics: misfit food, ugly produce, upcycled foods, food waste, misfits market, too good to go, food labeling, consumer behavior, carbon emissions, us grocery prices, science, ideas
## 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.
## Key takeaway

U.S. shoppers discard safe food despite rising grocery costs because they trust appearance over discounts, but better labeling boosts acceptance of misfit produce.