The Secret Life of Ugly Vegetables

A Little Personality Can Save Food from the Trash

By Kacy Kim and Sukki Yoon

Every year, billions of pounds of perfectly good fruits and vegetables are thrown away in the U.S. because they don’t win the beauty pageant of produce. We’re talking about those three-headed carrots, lopsided apples and wobbly cucumbers.

Despite being nutritious, they’re tossed aside simply because they don’t look right.

The waste from this aesthetic obsession doesn’t just affect the economy, it also takes a heavy toll on the environment. Growing this “imperfect” produce uses water, land and energy, only for it to end up rotting in landfills and emitting methane, a potent greenhouse gas. So, while we might judge these fruits and veggies for their quirky looks, it’s our planet that really pays the price.

Now, some stores and brands have tried to convince us to buy “ugly” produce by offering discounts or pushing environmental benefits. And, sure, maybe you’ve grabbed a misshapen apple on sale once or twice, but let’s be real — most of us still reach for the flawless ones.

But what if we could change how we think about these funny-looking fruits and veggies? What if, instead of just labeling them as “ugly,” we gave them a little personality? That’s where anthropomorphism comes in.

GIVING VEGGIES A PERSONALITY

People tend to categorize things based on how well they fit into a “normal” mold. A strawberry, for instance, should have one head, be bright red, and look like it belongs in a food magazine. So, when we encounter a three-headed strawberry, we’re a bit thrown off — it doesn’t fit our mental image.

But research shows that when we add a little human touch to these fruits and vegetables — like googly eyes or cute names — our brains switch gears. Suddenly, we’re not just thinking, “This carrot is ugly.” Instead, we’re thinking, “Hey, Sam the Squash looks fun!”

This technique, known as anthropomorphism, taps into how we interact with the world. It’s the same reason people name their cars or talk to their houseplants (guilty). When something feels more human, it’s easier to relate to, and, in this case, easier to buy.

NOT ALL FARMS CREATED EQUAL

Interestingly, the success of anthropomorphizing produce seems to depend on where the produce originates. Our research found this strategy works best with produce from large corporate farms, where consumers expect their fruits and vegetables to be picture-perfect.

When a funky-shaped tomato shows up, consumers are more likely to give it a pass — unless it has a name and a story. Give that tomato a bit of personality, and suddenly, it’s not just a weird-looking tomato, it’s Terry the Tomato with a quirky charm.

However, when produce comes from small, local farms, people tend to be more forgiving of imperfections.

In our studies, we put this theory to the test. Participants were shown both regular and irregular produce — some of it with human names or googly eyes, and some of it plain and personality-free.

The results? Irregular produce with googly eyes was rated as more attractive, while human names made people more likely to buy odd-shaped fruits. For regular produce, anthropomorphizing didn’t really do much — after all, when a tomato looks perfect, it doesn’t need a name to win us over.

In one study, a three-headed strawberry named “Jordan” was more popular with shoppers than the same strawberry without a name. It seems that when fruits and veggies deviate from our expectations, a little personality goes a long way in making them more appealing.

WHAT THIS MEANS FOR RETAILERS

For grocery stores and the produce industry, the message is clear: Give those quirky veggies a chance to shine. Instead of hiding the misshapen carrots and funny-looking tomatoes at the back of the shelf, put them front and center with a little personality boost.

Instead of hiding the misshapen carrots and funny-looking tomatoes at the back of the shelf, put them front and center with a little personality boost.

Add some fun signs like, “Meet Terry the Tomato: A Little Lopsided, but Full of Flavor!” or “Sam the Squash: Not Perfect, But Delicious!” This simple strategy can help reduce food waste by making irregular produce more attractive to consumers.

For large-scale farms, where the expectation of perfection is high, this approach could be a game changer. By humanizing the produce, retailers can overcome consumer hesitations and increase sales of items that might otherwise go unsold.

The fight against food waste is more than a trend — it’s a critical part of building a sustainable future. As the world’s population grows and resources become more limited, we need to find smarter ways to use what we have.

In the end, it’s not about whether a carrot is perfectly straight or a strawberry has one head or three — it’s about ensuring that all food, no matter how it looks, gets the chance to nourish someone. So next time you see a lopsided tomato or a funky-looking eggplant, don’t turn away. Give it a name, a little respect, and a spot in your shopping cart.

Kacy Kim, Ph.D., is an associate professor of marketing at Bryant University, Smithfield, RI, and the senior associate editor of International Journal of Advertising, the associate editor of Journal of Global Fashion Marketing, and the associate editor of strategic change.

Sukki Yoon, Ph.D., is a professor of marketing at Bryant University and the editor-in-chief of Journal of Current Issues and Research in Advertising.