How Marketing Classes Can Save ‘Ugly Produce’ from Food Waste

In time rising food costs and growing food insecurity, a significant portion of the food grown for subsistence never reaches our tables.

Indeed, some estimates suggest that around 40 percent of fruits and vegetables never leave the farms. A immense proportion of them are rejected by wholesalers and retailers due to irregularities in weight, size or shape.

This desire for aesthetically appealing food also applies to consumers, because they often I prefer products that are perfect in picturesIt is no wonder that this mindless waste causes significant environmental damage, with estimates of 8 to 10 percent of global greenhouse gas emissions are related to unconsumed food.

Showing ugliness brings some love

Some companies have taken steps to combat food waste. A prominent example in the United States is Misfits Market, which launched in 2018.

By buying misshapen and ugly products and reselling them at discounted prices in subscription boxes, Misfits Market has become a business worth billions of dollars.

Closer to home, Loblaw Companies “naturally imperfect” line offers visually unattractive products at lower prices, while newcomers such as Montreal Food Hero are developing apps to aid consumers reduce another persistent form of waste by helping them find deals on food that is nearing its expiration date.

Despite such encouraging efforts, there is still much work to be done to change attitudes and behaviors to reduce waste. This has become an critical academic issue and is increasingly being addressed by those in marketing, a field that has perpetuated this waste cycle.

In a recent study, we presented our RESCUER structure designed to expose students to food waste and generate behavioral change. We developed it over three years through student-driven inquiry assignments in our classes at Carleton University. We used 90 reflective essay assignments along with 63 sets of surveys (administered before and after the assignment) to develop the framework.

Steps towards change

RESCUER stands for the stages of the learning process, actions and changes undertaken by students, as well as combines passive and active learning modes.

First we involved students resources — “passive” forms of learning through lectures and carefully selected readings food waste, products of irregular shape AND sustainable practices.

Then the students involved in an experiential learning activity that involved actively planning, shopping, and preparing a salad with food waste issues in mind, before writing reflective journals about their experiences. Journaling allows students to express their feelings, thoughts, and values, leads them to examine and question preconceived assumptions, practices, and rules, and encourages them to be more vigilant when shopping and preparing food.

Then we took into account social the influence of family, friends and peers on sustainable development behaviour.

Throughout the process, students developed greater knowledge food waste, and these issues became more easily and consistently resonant when shopping. This process also led to imperative problem salience – the unplanned bringing to mind of the problem of food waste in consumers’ minds immediately after they have to purchase or prepare food.

Finally, we identified the factors that sprinkle learning and adoption processes, such as the availability of home recycling and composting facilities and access to retailers who support sustainable practices and offer discounts.

Student comments

The results? Well, the students came away with a much deeper understanding of food waste and an enhance in responsible attitudes and behaviors. This enhance in responsibility is evident in the students’ comments about RESCUER, including:

“I am aware of the negative effects that food irregularities have on the environment due to food waste issues. For this reason, I will certainly change some of my habits to fit my perceived identity. Seeing myself as a pro-environmental person and wanting to be more of that person, I want my actions regarding food waste to fit that desired identity.”

The students’ newfound awareness also translated into more responsible consumer behavior. They began to choose imperfect products, as one student reported:

“I bought unusual carrots and green onions, and even considered oddly shaped peppers when making purchasing decisions.”

According to another student concerned about preventing waste, they have also become less picky about expiration dates:

“Completing this task increased my awareness and allowed me to buy foods that are close to their expiration dates, rather than choosing the freshest option every time.”

Another responsible action is the way students pass on the knowledge they have acquired, as one of them noted:

“I will definitely share what I have learned from reading with my friends and family.”

These qualitative findings are further supported by the results of our study. A comparative analysis was conducted before and after the implementation of the framework. It revealed that students’ awareness, understanding, and actions related to sustainability improved after completing the exercise.

Teachers can change attitudes

Overall, we observed that our RESCUER framework promotes a shift towards responsible consumption and places marketing education within the sustainability narrative.

Our example shows how critical a role teachers can play in changing attitudes and actions, equipping future professionals with the tools to cope with challenges of sustainable development.

Conversations about what Sustainable development meansHow it can be supported and integrated into education is more critical than ever as we strive to find ways to create a more sustainable future.