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“I don't like wonky carrots†- an exploration of children's perceptions of suboptimal fruits and vegetables

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  • Makhal, Annesha
  • Thyne, Maree
  • Robertson, Kirsten
  • Mirosa, Miranda

Abstract

Children's perceptions of suboptimal fruits and vegetables have not been studied in the suboptimal foods domain. Using two qualitative research methods, this study investigates children's (N = 97) edibility perceptions of suboptimal produce with varied appearance defects. The results show that unlike adult samples previously studied, children are more accepting of suboptimal produce. Defects in shape, size, and certain colour defects were positively perceived, reflecting retailers' opportunities to market suboptimal produce. High levels of brown discolorations and superficial blemishes were not acceptable, implying that produce with such defects could be repurposed as ingredients in foods prepared and sold in-store. These implications reflect retailers' opportunities in marketing suboptimal produce to children, who by their familial influence may also be able to get families to buy and consume suboptimal produce. The importance of familiarity in improving suboptimal food acceptance is also recognised for future research to explore.

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  • Makhal, Annesha & Thyne, Maree & Robertson, Kirsten & Mirosa, Miranda, 2020. "“I don't like wonky carrots†- an exploration of children's perceptions of suboptimal fruits and vegetables," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    • Handle: RePEc:eee:joreco:v:54:y:2020:i:c:s0969698918311652
    DOI: 10.1016/j.jretconser.2019.101945
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    1. EiÄ aitÄ—, Ovidija & Baležentis, Tomas & RibaÅ¡auskienÄ—, Erika & MorkÅ«nas, Mangirdas & MelnikienÄ—, Rasa & Å treimikienÄ—, Dalia, 2022. "Food waste in the retail sector: A survey-based evidence from Central and Eastern Europe," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    2. Qi, Danyi & Penn, Jerrod & Li, Ran & Roe, Brian E., 2022. "Winning ugly: Profit maximizing marketing strategies for ugly foods," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    3. Jacob Suher & Courtney Szocs & Koert Ittersum, 2021. "When imperfect is preferred: the differential effect of aesthetic imperfections on choice of processed and unprocessed foods," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 903-924, September.

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