Feasibility of adopting imperfect produce in on-site foodservice: expert opinions and consumer sensory discrimination

Purpose This research aims to investigate the feasibility of imperfect produce use in the on-site foodservice management industry. Design/methodology/approach Study 1 explored experts’ perspectives via expert interviews on the use of imperfect produce in on-site foodservice operations, acceptability, and willingness to choose imperfect produce. Study 2, a sensory discrimination test, was performed with 100 consumers. Findings Study 1 yielded seven themes with managerial recommendations: appearance perception, customer value perception, operational difficulties, concerns for the world, food safety concerns, corporate advantages, and implementation. Study 2 found that participants were willing to choose menu items prepared with imperfect produce over those prepared with perfect produce. The ability to taste differences depended on the type of produce; participants could not taste differences between tangerines but could taste differences between apples and pears. Research limitations/implications The findings of this study suggested that the psychological barriers of imperfect produce impact managers’ perceptions and decision-making processes. It is recommended that operators communicate with consumers about imperfect produce, its waste reduction benefits, and its quality. Originality/value This study shows that taste perception could be influenced by how imperfectness is described. Thus, appropriate marketing strategies could improve consumer acceptance of imperfect produce.