Ugly Food: Different Aesthetic, Still Tastes Fantastic! Data Analysis…
Ugly Food: Different Aesthetic, Still Tastes Fantastic! Data Analysis
NTUC FairPrice Xtra field work
Awareness of 'ugly food' section in NTUC
unaware of ugly food section in outlet
Existing initiative insufficiently promoted
Perceptions of 'ugly food'
Debunking such myths may encourage consumers to be more receptive towards ugly food
This will be less problematic when ugly food is normalised
Hence, if we are able to show that ugly food has the same quality as normal food, consumers may be more willing to purchase ugly food
Factors that make 'ugly food' more appealing to consumers
Hence, price as incentive to encourage purchase of ugly food is likely to succeed
"Won't buy (no matter what)"
Better "presentation" (packaging)
Knowing it is "equally healthy"
knowledge of how much ugly food contributes to food wastage
If somebody in their family is already purchasing it
Education can change the family consumption habits and inculcate a sense of environmental consciousness into consumers so as to accept ugly food.
'Ugly food' purchases
do not purchase ugly food during grocery shopping trips
Awareness of 'Great Taste Less Waste' ugly food section does not translate to ugly food purchases
Raising awareness of ugly food may not translate to an increase in in the purchase of ugly food unless there are factors that can instigate the consumers to purchase
Field work at Pasir Panjang Wholesale Centre
Talk to industry expert
Find out more about the concerns of suppliers
Singaporeans are much more affluent in general: even if ugly food is cheaper, we are more likely to spend more for a perceived higher standard and quality of food to put their minds at ease (since that little bit more does not hurt our wallets) than risk possible health problems
Strict specifications by hotels and restaurants
Only specific dimensions accepted
Only fruits within a certain mass range accepted
If suppliers think their products cannot meet AVA standards, they will discard the products instead of risking a fine by AVA
Worries regarding hotel and restaurants reputations
Afraid of consequences that may be brought about due to usage of ugly food e.g. food poisoning
Shows grave misconceptions on their part
Imported food tends to be 'uglier'
Transportation damage over longer distances