tag:theconversation.com,2011:/nz/topics/ugly-food-15529/articlesugly food – The Conversation2019-03-13T13:51:40Ztag:theconversation.com,2011:article/1113982019-03-13T13:51:40Z2019-03-13T13:51:40ZUgly veg: supermarkets aren’t the biggest food wasters – you are<figure><img src="https://images.theconversation.com/files/263609/original/file-20190313-123519-1363fby.jpg?ixlib=rb-1.1.0&rect=0%2C9%2C6048%2C4010&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">
</span> <span class="attribution"><a class="source" href="https://www.shutterstock.com/image-photo/fresh-food-garbage-can-illustrate-waste-344303621">Speedkingz/Shutterstock</a></span></figcaption></figure><p><a href="https://www.theguardian.com/environment/2013/sep/19/fruit-vegetables-wasted-ugly-report">“Ugly” or “wonky” veg</a> were blamed for up to 40% of wasted fruit and vegetables in 2013, as produce was discarded for failing to meet retailer appearance standards. About 1.3 billion tonnes of food is <a href="http://www.fao.org/save-food/resources/keyfindings/en/">wasted worldwide every year</a> and, of this, fruit and vegetables have the highest wastage rates of any food type. But just how much of that is due to “ugly veg” being tossed by farms and supermarkets? The biggest culprit for food waste may be closer to home than we’d like to admit.</p>
<p>“Ugliness” is just <a href="https://www.foodsecurity.ac.uk/publications/food-waste-within-global-food-systems.pdf">one reason among many</a> for why food is wasted at some point from farm to fork – there’s also overproduction, improper storage and disease. But the problem of “wonky veg” caught the public’s attention.</p>
<p>A report published in 2017 suggested that sales of “wonky veg” have <a href="https://publications.parliament.uk/pa/cm201617/cmselect/cmenvfru/429/429.pdf">risen in recent years</a> as retailers have acknowledged the problem with wasting edible food, but it’s estimated that up to 25% of apples, 20% of onions and 13% of potatoes grown in the UK are still wasted on cosmetic grounds.</p>
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<img alt="" src="https://images.theconversation.com/files/263611/original/file-20190313-123548-xcrway.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/263611/original/file-20190313-123548-xcrway.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=401&fit=crop&dpr=1 600w, https://images.theconversation.com/files/263611/original/file-20190313-123548-xcrway.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=401&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/263611/original/file-20190313-123548-xcrway.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=401&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/263611/original/file-20190313-123548-xcrway.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=503&fit=crop&dpr=1 754w, https://images.theconversation.com/files/263611/original/file-20190313-123548-xcrway.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=503&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/263611/original/file-20190313-123548-xcrway.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=503&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">‘Wonky’ carrots – still just as good as prettier produce.</span>
<span class="attribution"><a class="source" href="https://www.shutterstock.com/image-photo/trendy-ugly-organic-carrot-home-garden-418145557">Amophoto_au/Shutterstock</a></span>
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<p>Morrisons reported that consumers had begun to buy more misshapen food, whereas Sainsbury’s and Tesco both report including “wonky veg” in their recipe boxes, juices, smoothies and soups.</p>
<p>Not all ugly veg is wasted at the retail point of the supply chain however. WRAP, a charity who have been working with governments on food waste since 2000, have investigated food waste on farms and <a href="http://www.wrap.org.uk/sites/files/wrap/Food_waste_in_primary_production_report.pdf">their initial findings</a> suggest a major cause of fruit waste is due to produce failing aesthetic standards. For example, strawberries are often discarded if they’re the wrong size for supermarkets.</p>
<p>The National Farmers Union also <a href="https://www.parliament.uk/documents/lords-committees/eu-sub-com-d/food-waste-prevention/154.pdf">reported in 2014</a> that around 20% of Gala apples were being wasted prior to leaving the farm gate as they weren’t at least 50% red in colour.</p>
<h2>Home is where the waste is</h2>
<p>Attitudes seem to be changing on “ugly veg” at least. Morissons ran a campaign to promote its <a href="https://my.morrisons.com/wonky-fruit-veg/">“ugly veg” produce aisle</a>, and other supermarkets are stocking similar items. Despite this, household waste <a href="http://www.wrap.org.uk/sites/files/wrap/Courtauld%2520Commitment%25202025%2520-%2520baseline%2520report%2520for%25202015.pdf">remains the biggest culprit</a> for food waste in the UK. Just under 5m tonnes of food wasted in the UK occurs in households – a staggering 70% of all post-farm gate food waste.</p>
<p>A further million tonnes is wasted in the hospitality sector, with the latest government report blaming overly generous portion sizes. This suggests that perhaps – despite the best effort of campaigns such as <a href="https://www.lovefoodhatewaste.com/">Love Food Hate Waste</a> – farms and retailers have been unfairly targeted by the “wonky veg” campaigns at the expense of focusing on where food waste really hits home. The <a href="https://www.foodsecurity.ac.uk/publications/food-waste-within-global-food-systems.pdf">2013 Global Food Security Report</a> put the figure for household and hospitality waste at 50% of total UK food waste.</p>
<p>There are some signs we’re getting better at least. <a href="http://www.wrap.org.uk/sites/files/wrap/Food-Surplus-and-Waste-UK-Key-Facts-23-11-18.pdf">WRAP’s 2015 research</a> showed that, at the household level, people now waste 1m tonnes of food per year less than they did in 2007. This is a staggering £3.4 billion per year saved simply by throwing less edible produce away.</p>
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<img alt="" src="https://images.theconversation.com/files/263622/original/file-20190313-123519-124gv67.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/263622/original/file-20190313-123519-124gv67.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=400&fit=crop&dpr=1 600w, https://images.theconversation.com/files/263622/original/file-20190313-123519-124gv67.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=400&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/263622/original/file-20190313-123519-124gv67.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=400&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/263622/original/file-20190313-123519-124gv67.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=503&fit=crop&dpr=1 754w, https://images.theconversation.com/files/263622/original/file-20190313-123519-124gv67.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=503&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/263622/original/file-20190313-123519-124gv67.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=503&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
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<span class="caption">Could growing more food at home help cut household food waste?</span>
<span class="attribution"><a class="source" href="https://www.shutterstock.com/image-photo/young-girl-pulling-onions-on-allotment-408647020">Air Images/Shutterstock</a></span>
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<p>As climate change and its influence on extreme weather intensifies, reducing waste from precious food harvests will <a href="https://www.theguardian.com/environment/2018/jul/30/extreme-weather-could-push-uk-food-prices-up-this-year-say-farmers">only become more important</a>. Knowing exactly where the majority of waste occurs, rather than focusing too much on “wonky veg” in farms and supermarkets, is an important step towards making sure everyone has enough affordable and nutritious food to live on.</p>
<p>During the UK’s “Dig for Victory” campaign in World War II, a large proportion of the population had to grow their own fruit and vegetables. Now the majority of people live in cities and towns – typically detached from primary food production. In the UK, the <a href="https://myharvest.org.uk/">MYHarvest project</a> has started to uncover how much “own-growing” contributes to the national diet and it seems demand for land to grow-your-own is increasing. </p>
<p>Research in Italy and Germany found that people who grow their own food <a href="https://www.mdpi.com/2071-1050/7/3/2695">waste the least</a>. One way to fight food waste at home then – whether for “wonky” fruit and vegetables or otherwise – may be to replace the farm-to-fork supply chain with a garden-to-plate approach.</p><img src="https://counter.theconversation.com/content/111398/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Miriam C. Dobson receives funding from The University of Sheffield Department of Animal and Plant Sciences for her PhD research.</span></em></p><p class="fine-print"><em><span>Jill L. Edmondson receives funding from the EPSRC Living With Environmental Change Fellowship Grant EP/N030095/1.</span></em></p>Supermarkets and farms have acted to ensure they discard fewer “ugly” and “wonky” fruit and vegetables. However, the bulk of the problem lies with households.Miriam C. Dobson, PhD Researcher in Urban Agriculture, University of SheffieldJill Edmondson, EPSRC Living with Environmental Change Research Fellow, University of SheffieldLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/602362016-06-02T20:24:35Z2016-06-02T20:24:35ZMelbourne wastes 200 kg of food per person a year: it’s time to get serious<figure><img src="https://images.theconversation.com/files/124888/original/image-20160602-1425-1o0kul0.JPG?ixlib=rb-1.1.0&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">Wasting food, wasting the earth. </span> <span class="attribution"><span class="source">Matt Carey</span>, <span class="license">Author provided</span></span></figcaption></figure><p>You know that feeling when you open the fridge and are met with something “on the nose”. We all know what food waste looks and smells like. </p>
<p>But food waste stinks in more ways than one. It is expensive, <a href="http://www.lovefoodhatewaste.vic.gov.au/about-us/food-waste-research">costing the average household over A$2,200 a year</a>, and it undermines the resilience and sustainability of our food supply. </p>
<p>A new <a href="http://www.ecoinnovationlab.com/wp-content/attachments/Foodprint-Melb-What-it-takes-to-feed-a-city.pdf">report</a> from our Foodprint Melbourne Project has estimated the amount of food that is wasted in feeding Melbourne. We found that feeding Melbourne generates more than 900,000 tonnes of edible food waste every year, or over 200 kg per person. </p>
<p>This is enough to feed more than 2 million people for a year*.</p>
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<a href="https://images.theconversation.com/files/124901/original/image-20160602-1955-1qsanh0.png?ixlib=rb-1.1.0&q=45&auto=format&w=1000&fit=clip"><img alt="" src="https://images.theconversation.com/files/124901/original/image-20160602-1955-1qsanh0.png?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/124901/original/image-20160602-1955-1qsanh0.png?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=305&fit=crop&dpr=1 600w, https://images.theconversation.com/files/124901/original/image-20160602-1955-1qsanh0.png?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=305&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/124901/original/image-20160602-1955-1qsanh0.png?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=305&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/124901/original/image-20160602-1955-1qsanh0.png?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=384&fit=crop&dpr=1 754w, https://images.theconversation.com/files/124901/original/image-20160602-1955-1qsanh0.png?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=384&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/124901/original/image-20160602-1955-1qsanh0.png?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=384&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px"></a>
<figcaption>
<span class="caption">Food waste occurs at different stages for each food type.</span>
<span class="attribution"><span class="source">Foodprint Melbourne</span></span>
</figcaption>
</figure>
<h2>Undermining sustainability</h2>
<p>Growing this wasted food uses 180 gigalitres of water each year, or 113 litres per person per day. This is equivalent to running your shower for an extra 10 minutes a day.</p>
<p>This wasted food also uses around 3.6 million hectares of land – around 41 ha per person, or more than 20 times the area of the Melbourne Cricket Ground.</p>
<p>And this wasted food is responsible for around 2.5 million tonnes of greenhouse gas emissions, 60% of which is generated by food waste rotting in landfill, and the rest in producing the wasted food. </p>
<p>This uneaten food is not only a source of unnecessary greenhouse gas emissions. It represents a waste of natural resources that are in increasingly limited supply.</p>
<p>Australia is a water-scarce region that is <a href="https://www.ipcc.ch/pdf/assessment-report/ar5/wg2/WGIIAR5-Chap25_FINAL.pdf">likely to become drier due to climate change</a>, while <a href="http://data.worldbank.org/indicator/AG.LND.ARBL.ZS">only 6% of Australia’s land is suitable for growing crops</a>. </p>
<p>With the associated waste of natural resources, high levels of food waste add to <a href="http://www.chiefscientist.gov.au/wp-content/uploads/FoodSecurity_web.pdf">the challenge of producing sufficient food to feed a growing population</a>. </p>
<h2>Reducing food waste</h2>
<p>There are many ways to reduce food waste at home. These include making meal plans, sharing leftover food with friends or neighbours, checking the fridge before going shopping and storing food correctly. </p>
<p>The <a href="http://www.cloudfreezerapp.com/">Cloud-Freezer app</a> can help you to keep track of what’s in your freezer and fridge. Worm farms, <a href="http://www.bokashi.com.au/">bokashi bins</a> and other forms of composting are also great ways to divert food waste from landfill.</p>
<p>While we can all take steps to reduce food waste at home, we need to look at the bigger picture. <a href="http://www.ecoinnovationlab.com/wp-content/attachments/Foodprint-Melb-What-it-takes-to-feed-a-city.pdf">Our research shows that more than 60%</a> of food waste is generated before food reaches your fridge or freezer. </p>
<p>Strict standards defining the shape, size and colour of fresh fruit and vegetables in supermarkets can mean that a significant proportion of a crop never leaves the farm. </p>
<p>Low prices for second-grade produce can make it financially unviable for farmers to pick, pack and ship imperfect produce. Pressure to keep supermarket shelves full for appearance’s sake, losses during food processing and storage problems also lead to food being wasted. </p>
<p>Initiatives that aim to make more imperfect fruit and vegetables available, such as <a href="http://www.woolworthslimited.com.au/page/The_Newsroom/Latest_News/Woolworths_The_Odd_Bunch_not_quite_perfect_looking_fruit_and_vegetables/">Woolworth’s Odd Bunch campaign</a>, go some way to reducing this problem, but more needs to be done. </p>
<p>Our research estimates that if food waste was halved across the food supply chain, Melbourne could save 1.8 million hectares of land, 90 million litres of water and avoid 1.3 million tonnes of greenhouse gases each year.</p>
<h2>We need to halve food waste</h2>
<p>In recognition of the significant challenge that food waste represents to sustainable food systems, the new <a href="https://sustainabledevelopment.un.org/post2015/transformingourworld">Sustainable Development Goals</a> set a target to halve the global food waste per person that is generated by retailers and consumers by 2030. </p>
<p>The United States government has also set a <a href="http://www.usda.gov/wps/portal/usda/usdahome?contentid=2015/09/0257.xml">national target to reduce food waste by 50%</a> by 2030. It has established a cross-sector partnership of stakeholders across the food system to tackle the problem. </p>
<p>The UK government has been an early mover in taking action to tackle food waste. In 2007, it launched the <a href="http://www.lovefoodhatewaste.com">WRAP Love Food Hate Waste program</a> aimed at reducing food waste. An evaluation in 2012 showed that avoidable waste of food and drink (that could have been eaten) had <a href="http://www.wrap.org.uk/sites/files/wrap/hhfdw-2012-main.pdf.pdf">fallen by 21% in five years</a> following the launch of the program. </p>
<p>Most of this reduction has been in household food waste. The WRAP program is now working with the food industry to reduce waste in other sectors. The successful UK Love Food Hate Waste program aimed at reducing household food waste has been taken up by state governments in <a href="http://www.lovefoodhatewaste.vic.gov.au">Victoria</a> and <a href="http://www.lovefoodhatewaste.nsw.gov.au">New South Wales</a>. </p>
<p>Australia is <a href="http://blog.zerohungerchallenge.org/australia-zero-waste-zero-hunger/">developing a national food waste strategy – the Food Waste 2025 Strategy</a> – and stakeholders from across the food supply chain <a href="http://www.theage.com.au/victoria/seven-solutions-to-supermarket-food-waste-20160312-gnhcy9.html">meet this month to discuss how to reduce food waste</a>. </p>
<p>Australia should follow suit in setting a target to halve food waste across the food supply chain to put Australia’s food system on a more sustainable footing. </p>
<p><em>*Correction: This figure has been updated. It previously incorrectly stated that Melbourne’s food waste is enough to feed 2,000 people per year.</em></p><img src="https://counter.theconversation.com/content/60236/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Seona Candy is a research fellow on the Foodprint Melbourne project, which is funded by the Lord Mayor's Charitable Foundation. Project partners include the City of Melbourne and the peak bodies representing the local government areas in Melbourne's city fringe foodbowl.
She has previously received funding from an Australian Research Council Linkage grant on the project ‘Modelling policy interventions to protect Australia's food security in the face of environmental sustainability challenges’ (LP120100168), a collaboration between researchers at the Victorian Eco-Innovation Lab (VEIL) at the University of Melbourne, Deakin University and Australian National University.
She is currently also receiving funding from the Cooperative Research Centre for Low Carbon Living for a project investigating urban innovations for post-carbon resilient cities.
</span></em></p><p class="fine-print"><em><span>Jennifer Sheridan is a researcher on the Foodprint Melbourne project, which which is funded by the Lord Mayor's Charitable Foundation. Project partners include the City of Melbourne and the peak bodies representing the local government areas in Melbourne's city fringe foodbowl.</span></em></p><p class="fine-print"><em><span>Rachel Carey is a Research Fellow on the Foodprint Melbourne project, which is funded by the Lord Mayor's Charitable Foundation. Project partners include the City of Melbourne and the peak bodies representing the local government areas in Melbourne's city fringe foodbowl. She is also a Research Fellow on the project 'Regulating Food Labels: The case of free range food products in Australia', which is funded by the Australian Research Council.</span></em></p>Feeding Melbourne generates over 900,000 tonnes of edible food waste every year, enough to feed more than 2 million people.Seona Candy, Research Fellow: Sustainable Food Systems, The University of MelbourneJennifer Sheridan, Researcher in sustainable food systems, The University of MelbourneRachel Carey, Research Fellow, The University of MelbourneLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/546542016-02-29T00:55:04Z2016-02-29T00:55:04ZPowerful supermarkets push the cost of food waste onto suppliers, charities<figure><img src="https://images.theconversation.com/files/112494/original/image-20160223-16436-1tuv2ko.jpg?ixlib=rb-1.1.0&rect=3%2C3%2C1019%2C637&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">"Ugly" food campaigns will not solve food wastage.
</span> <span class="attribution"><span class="source">Flickr/Brett Forsyth</span>, <a class="license" href="http://creativecommons.org/licenses/by/4.0/">CC BY</a></span></figcaption></figure><p>At a time when one billion people globally experience hunger, as much as 50% of all food produced - up to two billion metric tonnes - is thrown away every year. In Australia alone, as much as <a href="http://onlinelibrary.wiley.com/doi/10.1111/1467-954X.12044/abstract">44 million tonnes</a> of food is wasted annually.</p>
<p>Last year, French supermarket chain Intermarché launched a <a href="http://itm.marcelww.com/inglorious/">highly successful campaign</a> encouraging consumers to purchase “ugly” food. This year, France became the first country in the world to implement laws cracking down on food waste, with <a href="http://www.theguardian.com/world/2015/may/22/france-to-force-big-supermarkets-to-give-away-unsold-food-to-charity">new legislation</a> banning supermarkets from throwing away or destroying unsold food. Under this new legislation, supermarkets are required to donate any unsold food to charities or for animal feed. </p>
<p>While there is no law in Australia requiring supermarkets to donate any unsold food, both <a href="https://www.coles.com.au/corporate-responsibility/our-people-community/national-charities/more-about-secondbite">Coles</a> and <a href="http://www.woolworthslimited.com.au/page/The_Newsroom/Latest_News/Woolworths_to_send_zero_food_waste_to_landfill_with_OzHarvest_partnership/">Woolworths</a> have aligned with food rescue organisations to donate unsold or “surplus” food. </p>
<p>This surplus food is distributed amongst those experiencing poverty and food insecurity and is done voluntarily by the supermarkets under the banner of corporate social responsibility. </p>
<p>But our research into the issue of corporate social responsibility and wastage of fresh fruit and vegetables has identified a number of tensions and contradictions, despite leading Australian supermarkets’ <a href="http://www.woolworthslimited.com.au/page/The_Newsroom/Latest_News/Woolworths_to_send_zero_food_waste_to_landfill_with_OzHarvest_partnership/">zero food waste targets</a>. </p>
<p>First, the strict <a href="http://eprints.qut.edu.au/68196/">“quality” standards</a> required by the Coles and Woolworths duopoly means that a large volume of food does not reach the supermarket shelves. This is produce that does not meet size, shape and appearance specifications – such as bananas that are too small, or apples that are too red. If producers do not agree to meet these standards, they will lose access to approximately <a href="https://www.accc.gov.au/publications/report-of-the-accc-inquiry-into-the-competitiveness-of-retail-prices-for-standard-groceries-july-2008">70-80%</a> of the fresh food market in Australia.</p>
<p>Second, the two major food retailers do not take ownership of produce until it passes inspection at the distribution centres. It is here where suppliers, such as farmers and growers, are “invited” - under the supermarket’s corporate social responsibility initiatives - to <a href="http://www.theaustralian.com.au/business/companies/coles-secondbite-plan-food-charity-expansion-to-farmgate/news-story/09d93589bb71964f5db2f95bfbb814fe">donate rejected food</a> to rescue organisations at their own cost, or otherwise pay for further transportation or dump fees. </p>
<p>Thirdly, in an effort to reduce the high levels of food wasted at the farm gate, Australian supermarkets have followed France’s lead by marketing “ugly” food, (or what Intermarché termed <a href="http://www.abc.net.au/radionational/programs/bushtelegraph/irregular-food/5595302">“Inglorious Food”</a>) – food that does not meet strict cosmetic standards, but is still perfectly edible. </p>
<p>While a step in the right direction, this “apartheid” between beautiful and ugly food was criticised in this study for reinforcing values that perfection comes at premium and ugly food, which is often the way nature intended, should be price discounted. Growers are also concerned about the lower prices that “ugly food” attracts, and the flow-on effects to them in reduced profits. </p>
<p>A final tension regarding food waste is “who is to blame”? Supermarkets attribute their high quality standards to <a href="https://www.researchgate.net/publication/49513137_Supermarkets_governance_of_the_agri-food_supply_chain_Is_the_corporate-environmental_food_regime_evident_in_Australia">consumer demands</a> – however, consumers can only buy what is available at the supermarket. Supermarkets have also been criticised for marketing tactics that encourage household food waste, such as “buy one, get one free” campaigns. </p>
<p>Despite the lack of transparency regarding food waste in the supply chain, supermarkets - with their powerful market position at the end of the supply chain - are in a good position to transfer the problem of waste elsewhere. </p>
<p>They do this by setting cosmetic standards in the procurement of food which results in high level of wastage, not taking ownership of produce that does not meet their own interpretation of the standard, claiming corporate social responsibility kudos for donating to food rescue organisations (while at the same time saving on dumping fees) and differentiating between “beautiful” and “ugly” foods – reinforcing difficult-to-attain standards of perfection. </p>
<p>Much of the food wastage and transfer of blame for food wastage can be attributed to the <a href="https://www.themonthly.com.au/issue/2014/august/1406815200/malcolm-knox/supermarket-monsters">market power of the duopoly</a>. Most significant, are the <a href="http://eprints.qut.edu.au/68211/">proprietor-driven private standards</a> which require produce to be perfect.</p>
<p>Although donating to food rescue organisations may be positive for people in need, it does not address the structural problems of the supply chain. This raises the question of state-led regulation, as with the case in France, to restrict food wastage at the retailer level. However, more is needed. Food waste is one symptom of excessive market power, something that needs to be addressed to steer mass food retail in a more sustainable direction in Australia.</p><img src="https://counter.theconversation.com/content/54654/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Carol Richards receives funding from the Australian Research Council and the Norwegian Research Council. </span></em></p><p class="fine-print"><em><span>Bree Hurst does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p>Major food retailers say they are aiming for zero food waste - but are transferring the costs onto not-for-profit groups and suppliers.Carol Richards, Vice Chancellor's Senior Research Fellow, Queensland University of TechnologyBree Hurst, Lecturer in Public Relations, Queensland University of TechnologyLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/546062016-02-15T09:34:41Z2016-02-15T09:34:41ZWonky veg and ugly fruit are making a comeback – here’s why<figure><img src="https://images.theconversation.com/files/111212/original/image-20160211-29202-1h83ol4.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">
</span> <span class="attribution"><span class="source">EQRoy / shutterstock</span></span></figcaption></figure><p>Do the same rules that govern human attraction also apply to our choices of fruit and vegetables? Plenty of evidence suggests we do look for similar traits in both people and produce, and our perceptions of food are clearly affected by what it looks like.</p>
<p>Each year we waste 1.3 billion tonnes of food worldwide, a third <a href="http://www.fao.org/save-food/resources/keyfindings/en/">of the total produced</a>. This unbelievable figure is partly made up of “ugly” fruit and vegetables – those that are perfectly edible but rejected by supermarkets due to their blemished skin or unusual shape. </p>
<p>In March 2015 I opened a pop-up <a href="http://www.bbc.co.uk/news/uk-wales-north-west-wales-31737280">Ugly Food Shop</a> in a mission to change perceptions of ugly food. I became interested in why it was ever rejected in the first place, and whether supermarkets either dictated or answered to a desire for perfect veg. </p>
<p>Since then, ugly foods seem to be making a comeback. A flurry of excitement accompanied the launch of British supermarket Asda’s “<a href="http://www.independent.co.uk/news/uk/home-news/asda-to-become-first-uk-supermarket-to-sell-wonky-veg-boxes-a6857856.html">wonky veg box</a>” which, for just £3.50 (US$5), promises to feed a family of four for a week. So have we always cared about the shapeliness of our bananas, or are we only now becoming more receptive to the idea of bendy vegetables?</p>
<figure class="align-center zoomable">
<a href="https://images.theconversation.com/files/111341/original/image-20160212-29180-1rh5oqj.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=1000&fit=clip"><img alt="" src="https://images.theconversation.com/files/111341/original/image-20160212-29180-1rh5oqj.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/111341/original/image-20160212-29180-1rh5oqj.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=448&fit=crop&dpr=1 600w, https://images.theconversation.com/files/111341/original/image-20160212-29180-1rh5oqj.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=448&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/111341/original/image-20160212-29180-1rh5oqj.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=448&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/111341/original/image-20160212-29180-1rh5oqj.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=563&fit=crop&dpr=1 754w, https://images.theconversation.com/files/111341/original/image-20160212-29180-1rh5oqj.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=563&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/111341/original/image-20160212-29180-1rh5oqj.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=563&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px"></a>
<figcaption>
<span class="caption">Because ugly food is beautiful on the inside.</span>
<span class="attribution"><a class="source" href="https://twitter.com/MaiePeetri/status/577841313854431232">Maie Peetri / twitter</a></span>
</figcaption>
</figure>
<p>Theories of human attraction suggest beautiful people are generally considered to be more honest, more social and <a href="http://psycnet.apa.org/journals/psp/24/3/285/">more successful</a>. Ultimately, we seem to be programmed to find attractive people more likeable – even newborn babies spend more time <a href="http://onlinelibrary.wiley.com/store/10.1207/S15327078IN0102_8/asset/S15327078IN0102_8.pdf?v=1&t=ikiayynw&s=420af3428d312231affd9bd11b8b4b0271aaabb7">gazing at the prettiest among us</a>. Symmetry is critical here, as symmetrical faces are easier to visually process and signify <a href="http://rspb.royalsocietypublishing.org/content/270/1526/1759.short">genetic health</a>. From an evolutionary perspective, selecting a mate with even features is a safer bet, as asymmetries can be caused by disease and infections during physical development.</p>
<p>Although it makes sense that we would naturally select produce that is the most likely to be free from disease, in reality imperfections in the shape of fruit and veg have no real bearing on their nutritional content or taste, and no evolutionary advantage.</p>
<figure class="align-center ">
<img alt="" src="https://images.theconversation.com/files/111329/original/image-20160212-29198-18mp915.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/111329/original/image-20160212-29198-18mp915.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=448&fit=crop&dpr=1 600w, https://images.theconversation.com/files/111329/original/image-20160212-29198-18mp915.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=448&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/111329/original/image-20160212-29198-18mp915.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=448&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/111329/original/image-20160212-29198-18mp915.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=563&fit=crop&dpr=1 754w, https://images.theconversation.com/files/111329/original/image-20160212-29198-18mp915.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=563&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/111329/original/image-20160212-29198-18mp915.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=563&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">Celeriac is often overlooked for sexier vegetables.</span>
<span class="attribution"><a class="source" href="https://www.flickr.com/photos/nauright/16368209078/">Romana Klee</a>, <a class="license" href="http://creativecommons.org/licenses/by-sa/4.0/">CC BY-SA</a></span>
</figcaption>
</figure>
<p>An alternative explanation is that we “eat with our eyes”. Colour has a huge impact on how we perceive taste, with multiple studies demonstrating how a variety of learned and natural responses can influence the communication between our eyes and brain to determine taste. For example, professional wine tasters admitted to being a little suspicious while drinking white wine visually disguised as a full-bodied red, however they ultimately trusted their retinas over their taste-buds, until the <a href="http://www.sciencedirect.com/science/article/pii/S0963996909001884">trickery was revealed</a>. Equally, altering the colour of vanilla ice cream can determine it’s reported taste, with brown vanilla ice cream described as chocolate, pink as strawberry, and <a href="http://flavourjournal.biomedcentral.com/articles/10.1186/s13411-015-0031-3">green as mint</a>.</p>
<figure class="align-center ">
<img alt="" src="https://images.theconversation.com/files/111172/original/image-20160211-29202-1ox6omj.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/111172/original/image-20160211-29202-1ox6omj.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=400&fit=crop&dpr=1 600w, https://images.theconversation.com/files/111172/original/image-20160211-29202-1ox6omj.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=400&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/111172/original/image-20160211-29202-1ox6omj.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=400&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/111172/original/image-20160211-29202-1ox6omj.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=503&fit=crop&dpr=1 754w, https://images.theconversation.com/files/111172/original/image-20160211-29202-1ox6omj.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=503&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/111172/original/image-20160211-29202-1ox6omj.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=503&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">I’ll have a scoop of brown and a scoop of purple, please.</span>
<span class="attribution"><span class="source">CyberEak / shutterstock</span></span>
</figcaption>
</figure>
<p>Given these findings, it is understandable that it will always be the disfigured potatoes that are left on the shelf. However throwing away a few lonely spuds has nothing on the millions of tonnes of fruit and vegetables which are denied even the chance to make it through the supermarket doors. </p>
<p>Thanks to global abundance and international trade, supermarkets can now be more selective. Much of the food deemed ugly is damaged on long boat trips – literally a fruitless journey – while ugly produce grown closer to home is also rejected, imposing harsh conditions on farmers. The needless waste of both imported and homegrown fruit and veg seems senseless; however if <a href="https://theconversation.com/our-favourite-fruits-come-in-thousands-of-varieties-but-no-supermarket-will-ever-sell-them-26840">consumers are unaware of it</a>, they can do nothing to change it.</p>
<p>Attitudes seem to be shifting though, thanks largely to <a href="http://www.bbc.co.uk/programmes/b06nzl5q">high-profile coverage</a> of massive food waste. Ugly food is becoming more popular, and social influence has a huge impact on our behaviour. Wonky veg can be rebranded to enhance that social influence, for instance our shop marketing campaign focused on “humanising” a team of unfortunate fruit and veg, giving consumers something to root for.</p>
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<figcaption><span class="caption">Stop the waste, enjoy the taste.</span></figcaption>
</figure>
<p>More than just fashion, the multiple benefits of “ugly” foods are admired as it is both cheap and helps to cut waste. The ugly comeback shows awareness and social influence can override a natural instinct to select symmetrical and unblemished fruit and veg. Whether this is a trend capable of withstanding the rise and fall of passing fancy, only time will tell. However in the meantime if we can cut waste and spend less, that definitely sounds appealing to me.</p><img src="https://counter.theconversation.com/content/54606/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Rhi Willmot does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p>Humans are programmed to chose colourful, symmetrical food. But ugly alternatives are cheap and cut waste.Rhi Willmot, PhD Researcher in Behavioural and Positive Psychology, Bangor UniversityLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/389872015-03-20T04:57:52Z2015-03-20T04:57:52ZTaste over waste: ugly food movement winning friends<figure><img src="https://images.theconversation.com/files/75443/original/image-20150319-1600-pouws0.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">The warty pumpkin: beautiful on the inside.</span> <span class="attribution"><span class="source">Circleville Pumpkin Show/Flickr</span>, <a class="license" href="http://creativecommons.org/licenses/by/4.0/">CC BY</a></span></figcaption></figure><p>Consumer driven food trends are nothing new. “Organics”, gluten-free, and more recently buying “local” have all captured consumers, encouraging supermarkets <a href="http://www.nytimes.com/2010/10/15/business/15walmart.html?_r=1">around the globe</a> and <a href="http://www.foodmag.com.au/news/woolworths-committed-to-supporting-local-with-new">in Australia</a> to respond. But the next emerging European food trend that may have the biggest impact on what we buy each week is “ugly food”.</p>
<h2>What is the ‘ugly food’ movement?</h2>
<p>It is <a href="http://www.nytimes.com/2015/02/26/us/food-waste-is-becoming-serious-economic-and-environmental-issue-report-says.html?_r=0">estimated</a> that a third of all the food produced in the world is never consumed, with the total cost of that food waste being as high as US$400 billion a year. </p>
<p>In response to the European Commission’s <a href="http://ec.europa.eu/food/safety/food_waste/eu_actions/index_en.htm">plan</a> to make 2014 the “European Year Against Food Waste” and the EU’s scrapping of rules that prevented the sale of oddly-sized or misshapen fruit and vegetables, supermarkets across Europe were <a href="http://www.dailymail.co.uk/femail/food/article-2693000/Forget-ugli-fruit-meet-ugly-fruit-bowl-French-supermarket-introduces-lumpy-misshapen-fruit-vegetables-sold-30-discount-combat-food-waste.html">quick to respond</a>. </p>
<p>The overarching objective of the ugly food movement is to reduce food waste by selling to consumers those fruit and vegetables that would normally be either rejected by supermarket buyers or dumped by farmers. </p>
<h2>Celebrity adds integrity</h2>
<p>How do you market ugly food? The first rule is don’t use the word “ugly” to describe the product. </p>
<p>French supermarket Intermarché instead use the term <a href="http://grist.org/food/the-latest-french-fashion-eating-ugly-fruits-and-veggies/">“inglorious” fruit & vegetables</a>. UK retailer ASDA promotes <a href="http://www.sustainablebrands.com/news_and_views/behavior_change/hannah_ritchie/asdas_wonky_veg_campaign_aims_show_ugly_produce_beauti">“wonky” fruit & vegetables</a>.</p>
<p>And late last year, Australia’s largest supermarket retailer, Woolworths released its <a href="http://www.news.com.au/lifestyle/food/ugly-fruit-and-vegetables-sold-at-discount-prices-in-odd-bunch-campaign-by-woolworths/story-fneuz8wn-1227143733738">“Odd Bunch” campaign</a>, a replication of the ASDA “ugly good” strategy, right down to the same celebrity chef. At the same time NSW food retailer Harris Farms launched its <a href="http://www.harrisfarm.com.au/blogs/campaigns/15320613-imperfect-picks">“imperfect picks”</a> range.</p>
<p>More recently, Canada’s largest supermarket, Loblaws, announced the rollout of its <a href="http://thinkprogress.org/climate/2015/03/17/3634553/canada-sells-ugly-produce/">“naturally imperfect”</a> range.</p>
<p>Celebrity chef <a href="http://www.telegraph.co.uk/news/uknews/11320594/Jamie-Oliver-show-prompts-Asda-to-sell-cheap-wonky-veg.html">Jamie Oliver</a> has been used by both ASDA and <a href="http://www.adnews.com.au/campaigns/woolies-proves-ugly-veggies-can-be-cute">Woolworths</a> to help add credibility and consumer interest to the campaigns. </p>
<h2>How ‘ugly’ is too ugly?</h2>
<p>Not all supermarkets have been quick to follow suit, with some instead cautiously approaching this new phenomenon. </p>
<p>The UK’s largest food retailer Tesco last year told the House of Lords EU Sub-committee on Agriculture that its supermarkets regularly supplied misshaped fruit and vegetables to Eastern and Central European stores, but found British consumers consistently <a href="http://www.bbc.com/news/business-25330996">demanded better quality</a>. It <a href="http://www.telegraph.co.uk/finance/newsbysector/epic/tsco/10508798/Tesco-ugly-and-misshapen-fruit-and-veg-will-go-on-special-offer.html">called for</a> consumer education campaigns to support the program.</p>
<p>In Australia, both Coles and Aldi have <a href="http://www.heraldsun.com.au/news/victoria/should-australian-supermarkets-do-more-to-promote-ugly-fruit-and-vegetables/story-fni0fit3-1227016812586">remained silent</a> on whether they will implement such a program. While it’s too early to tell whether this foray into “ugly food” will be a resounding success for supermarket retailers, it is not unreasonable to assume Woolworths, and other Australian supermarkets may struggle to get Australian shoppers onside. After many years of produce buyers rejecting blemished and oddly shaped produce, and store managers removing offending items from shelves, Australian shoppers have been conditioned to expect only the very highest levels of freshness, quality and aesthetics. </p>
<h2>The benefits of a 'taste, not waste’ campaign</h2>
<p>Supermarkets that have effectively launched an “ugly food” program have gained from both a perceived positive corporate social responsibility position and <a href="http://www.sierraclub.org/sierra/2014-5-september-october/green-life/4-ways-ugly-has-become-trendy">increased sales</a>. Intermarché gained <a href="http://www.theglobeandmail.com/report-on-business/industry-news/marketing/dont-judge-a-fruit-by-how-ugly-it-is/article19876009/">strong public support</a> during the initial launch of its “Inglorious Fruit & Vegetable” campaign, selling 1.2 tonnes of misshaped fruit and vegetables across its stores in just two days, receiving a 24% increase in foot traffic, 3.6 million views on Youtube and over 500,000 Facebook “likes”. </p>
<p>Being able to provide lower priced fresh fruit and vegetables to low socio-economic consumer groups, while promoting healthy eating, is also a positive outcome for both retailers and shoppers. Ultimately, an “ugly food” program is a <a href="http://www.weeklytimesnow.com.au/business/horticulture/should-australian-supermarkets-do-more-to-promote-ugly-fruit-and-vegetables/story-fnker6g8-1227016909491">win-win for all those in the supply chain</a>; growers, retailers and consumers. </p>
<p>It also allows supply chain costs to be reduced. “Ugly” produce would normally be transported from the farm gate to the market, only to be rejected, then transported back and disposed of. Now, such produce can be accepted, albeit at a lower “buy” price and sent onto stores as an “ugly food” alternative. This reduces costs to farmers, supermarkets and eventually shoppers. </p>
<h2>A cautionary note</h2>
<p>Assuming retailers are successful in convincing consumers of the merits of “ugly food”, the strategy could create price pressure across the category. From a shopper’s perspective, when provided a choice of loose, somewhat misshaped carrots at a low price, versus perfectly presented, aesthetically pleasing, high priced carrots, will shoppers simply switch to the cheaper option? Will price discounted, lower quality produce reduce waste? Some <a href="http://www.lifehacker.com.au/2014/12/why-cut-price-ugly-supermarket-food-wont-reduce-waste/">say no</a>.</p>
<p>If campaigns to promote “taste over waste” are successful on a grand scale, there could be unintentional consequences for farmers. Consider the grower who has invested heavily in agriculture infrastructure and processes to ensure their potatoes meet very high standards set by supermarkets, only to find the market has now shifted to the “ugly” alternative. </p>
<p>Finally, the alleged power of the major supermarkets has come under increasing <a href="http://www.farmonline.com.au/news/agriculture/agribusiness/general-news/new-grocery-code-takes-force/2725105.aspx">criticism</a> and inquiry. Potentially the “ugly food” movement could inadvertently create a market where supermarket buyers are able to set very low “buy” prices for subjectively imperfect fruit and vegetables, with the alternative being to reject.</p><img src="https://counter.theconversation.com/content/38987/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Gary Mortimer does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p>Convincing people to love ugly food makes sense for farmers and retailers, but will shoppers buy it?Gary Mortimer, Senior Lecturer, QUT Business School, Queensland University of TechnologyLicensed as Creative Commons – attribution, no derivatives.