Cosmetic standards implemented by grocery stores are a substantial barrier to farmers who want to market visually imperfect (VI) produce. However, in recent years, efforts to market VI produce grocery stores have increased. In this study, we estimate the willingness to pay (WTP) for VI organic kale in the Southeastern U.S. using a payment card approach. The results indicate that WTP does not increase when additional information is provided, decreases when areas of imperfections are highlighted, and it is impacted by several consumer characteristics. A profitability case study for a large organic kale producer is also presented.
