Researchers from University of British Columbia published a new paper in the Journal of Marketing that examines whether and how the use of “ugly” labeling for unattractive produce increases sales and profit margins.
The study, forthcoming in the Journal of Marketing, is titled From Waste to Taste: How “Ugly” Labels Can Increase Purchase of Unattractive Produce and is authored by Siddhanth (Sid) Mookerjee, Yann Cornil, and JoAndrea Hoegg.
According to a recent report by the National Academies of Science, Engineering and Medicine (2020), each year in the U.S. farmers throw away up to 30% of their crops, equal to 66.5 million tons of edible produce, due to cosmetic imperfections. [Read more…] about How ‘ugly labels’ can increase purchase of unattractive produce