Analysis· The Conversation

Americans are stressed about grocery prices, so why do they toss or overlook so much ‘misfit’ food?

By Jintao Zhang, Assistant Professor of Marketing, Binghamton University, State University of New York, The Conversation · October 13, 2026

Image: The Conversation

Quality, rather than discounts or environmental benefits, is what’s needed to encourage shoppers to consider odd-shaped produce.

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