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Americans Avoid Wonky Fruits And Veggies, Unless They're Cheaper

September 22, 2016: 12:00 AM EST
A large majority of the 2,025 Americans surveyed by the Harris Poll recently said that they prefer produce that is not “wonky” – i.e., ugly, misshapen, blemished, etc. Of the 81 percent who felt that way, 43 percent said good looking fruits and vegetables are very or extremely important. The only criteria more important are price and seasonality. Not so important are the source (local or shipped), the grocer's food waste practices, or organic. Sixty-two percent said they would be at least somewhat comfortable eating ugly produce, but many of these said it should be cheaper. Nevertheless, only 30 percent admitted to buying wonky fruit or veggies in the past year.
"Eight in Ten Americans Say Appearance is At Least Somewhat Important When Shopping for Fresh Produce", News release, the Harris Poll, September 22, 2016, © The Harris Poll
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