Rescuing imperfect produce: The effects of stigma disclosure strategies, controllability, and aesthetics

In the U.S., the foodservice industry has been responsible for significant portions of food waste. Recently, on-site foodservice industry leaders advocate for the potential use of imperfect produce. However, lack of research efforts on the use of imperfect produce limits its adoption by the industry. Thus, this study investigates ways to enhance guests’ perception of companies when they adopt imperfect produce in their operations. Grounded in stigma theory, this research conducted two studies to evaluate the application of stigma theory to imperfect produce in a foodservice setting: study one, 3 (disclosure strategies: simple vs. de-categorization vs. integration) × 2 (controllability: high vs. low) and study two, 3 (same disclosure strategies) × (aesthetics: standard vs. aesthetic). Findings of this research indicate that simple disclosure strategies are not effective compared to the other two strategies. However, this depends on controllability of the stigma and environmental aesthetics of imperfect produce presentation.