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The Conversation
The Conversation
Jintao Zhang, Assistant Professor of Marketing, Binghamton University, State University of New York

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 bills. But they keep discarding large quantities of food that’s safe to eat, from crooked carrots to surplus yogurt to “best before” items pulled from shelves early.

Overall, the U.S. government estimates that 30% to 40% of all food – from consumers, retailers and producers – is thrown out. That’s not just a massive missed opportunity for people experiencing food insecurity, but it’s also a significant contribution to global warming. According to the United Nations, 8%-10% of carbon emissions globally result from food waste.

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