Produce that does not meet sellers’ esthetic standards may be redirected to alternative uses or wasted, but consumer trends indicate potential marketability of blemished produce. We conduct a nonhypothetical experimental auction to elicit consumer willingness-to-pay (WTP) for produce of varying degrees of blemish and test whether valuations are affected by (1) information on food waste resulting from grocery stores’ esthetic standards and (2) additional information on the environmental impacts of food waste. WTP for blemished produce increases as consumers become informed, but the information effects vary by blemishing degree. Market simulations indicate that introducing blemished produce can increase retailer revenue.

Food waste has been recognized as an economic issue for at least a century and is gaining tremendous traction in academia as well as in discourse about public policy. The goal of our study is to examine the evolution of food waste over the last several decades at the United States and global levels. We first review the methodologies that have been used to estimate the magnitude of food waste so that the quality of the data can be evaluated. Though with limitations, existing data generally show that for many regions of the world, including the United States, pre-consumer food loss and waste as a share of total supply has been stable in recent decades. However, the aggregate share wasted masks important changes over time. We provide some evidence that food waste has shifted downstream in recent decades, i.e., from producers and processors to retailers and consumers. Through a reflection on the trends in major socioeconomic factors, we hypothesize that this downstream shift has been driven by increases in household incomes, improvements in technology, and changes in culture and institutions.