Vancouver Sun, The Province, and CKNW:
Consumers more likely to buy ‘ugly’ produce labelled ‘ugly’
“When it comes to selling “ugly” produce, don’t beat around the bush.”
Based on research conducted at the UBC Farm, a new Sauder study found that consumers are more likely to buy unattractive fruits and vegetables when they are labelled “ugly”. Study authors Siddhanth Mookerjee, a PhD student, Dr. Yann Cornil and Dr. JoAndrea Hoegg were interviewed.
Curious about why exactly people are more tempted to purchase food when it is classified as “ugly”? You’ve come to the right place, because there’s an article written just for that here by Vancouver Is Awesome!