Americans are stressed about grocery prices, so why do they toss or overlook so much ‘misfit’ food?
Shoppers are much more inclined to buy misshapen produce if they can be assured the quality is good. Carly Reeves on Unsplash , CC BY There’s a paradox that drives the shopping decisions of many Americans: Almost three-quarters say they’re feeling stressed out about skyrocketing grocery b.
Americans report feeling stressed about rising grocery prices, yet they discard large amounts of food that is still safe to eat. The U.S. government estimates that 30% to 40% of all food produced in the country is wasted, including food from consumers, retailers, and producers. This waste contributes significantly to global warming, as the United Nations reports that 8% to 10% of global carbon emissions result from food waste. Food insecurity, where people lack reliable access to affordable food, affects many Americans, making food waste a missed opportunity to address hunger. Despite the economic and environmental costs, much of this discarded food is perfectly edible, such as crooked carrots or surplus yogurt, often due to cosmetic imperfections or approaching expiration dates.
A growing market has emerged to rescue and repurpose discarded groceries, known as 'misfit' food. Companies like Hungry Harvest and Misfits Market specialize in selling imperfect or surplus produce at discounted prices, averaging a 35% discount. Misfits Market alone has rescued over 265 million pounds (120 million kilograms) of food since 2018. Apps like Too Good To Go and Flashfood also play a role by selling surplus food at reduced prices, with Too Good To Go partnering with over 530 Whole Foods stores. These initiatives have seen significant growth, with Too Good To Go users in the U.S. saving 8.1 million meals in the first seven months of 2025, a 67% increase from the previous year. However, consumer biases often prevent shoppers from choosing discounted misfit food, as many assume lower prices indicate poorer quality.
Research shows that consumers' perceptions of food quality are heavily influenced by appearance, leading many to overlook or discard imperfect produce. Labeling misfit food as 'ugly' can reduce this bias by signaling that the only flaw is cosmetic. Studies have found that messages like 'Different Outside. Same Inside' can encourage shoppers to overlook external flaws. Another approach involves using logos to signal quality and care, as research found that a well-designed logo increased shoppers' willingness to buy upcycled foods. The logo's design, including its shape and color, plays a key role in shaping consumer perceptions. For example, circular logos are associated with higher quality, while descriptive logos improve brand evaluations.
The upcycling trend involves converting food by-products or scraps into new products, such as flour made from soybean pulp or snacks that include fruit peels. Over 600 upcycled products from more than 100 brands now carry the Upcycled Certified label, which indicates that the product's supply chain has been audited. Sales of these certified products grew by 17% from 2024 to 2025. However, upcycled foods often sell at a premium, making them less accessible to price-conscious shoppers. Generational attitudes toward upcycled foods vary, with Gen Z, millennials, and baby boomers showing more willingness to buy them if they perceive the quality and environmental benefits as worthwhile. Gen Xers, on the other hand, are less enthusiastic and tend to rely more on their own judgment when evaluating food quality.
The article highlights that consumers prioritize perceived quality over price or environmental impact when making purchasing decisions. For misfit food, discounts alone are not enough to encourage purchases; shoppers need to believe the food is good. Similarly, for upcycled foods, which often come at a higher price, signaling quality is crucial to appeal to less price-sensitive shoppers. The rescue economy can address food waste by leading with quality rather than just environmental or economic appeals. Simple changes, such as well-designed logos, can shift shoppers' perceptions and increase their willingness to buy rescued or upcycled foods. This approach does not require shoppers to care more about the planet but rather to trust that the food is of good quality.
