UGLYFRUITSNOT!

2021 is the International Year of Fruits and Vegetables, so one of the objectives this year is to raise awareness of the nutritional and health benefits of eating fruit and vegetables. Unfortunately, approximately one third of the fruit and vegetables produced for human consumption are removed from the food chain and end up being wasted (FAO, 2019; de Hooge et al., 2018, p. 698). Sadly, consumers often associate the quality of fruit with its appearance. If they do not have the perfect size, shape or colour, consumers throw them away or do not buy them, thus creating waste. However, these ‘ugly’ fruits and vegetables still have the same nutritional value and taste the same, but are thrown away because they do not look attractive. Our current supply chain for fruit and vegetables is linear, and many of the problems we face are a direct result of the ‘take, make, use and throw away’ system that characterises these chains, leading to high levels of food waste. Therefore, we need to START SEEING things differently, and this can only be achieved through education and awareness-raising, particularly amongst those involved in these supply chains and, specifically, retailers who have direct contact with consumers.