By Rhi Wilmot in The Conversation.
Do the same rules that govern human attraction also apply to our choices of fruit and vegetables? Plenty of evidence suggests we do look for similar traits in both people and produce, and our perceptions of food are clearly affected by what it looks like.
Each year we waste 1.3 billion tonnes of food worldwide, a third of the total produced. This unbelievable figure is partly made up of “ugly” fruit and vegetables – those that are perfectly edible but rejected by supermarkets due to their blemished skin or unusual shape.
In March 2015 I opened a pop-up Ugly Food Shop in a mission to change perceptions of ugly food. I became interested in why it was ever rejected in the first place, and whether supermarkets either dictated or answered to a desire for perfect veg.
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