Why Good Food Gets Thrown Away: Ugly Produce, Dumped Cherries, and How to Waste Less

Why does good food get thrown away, and can “ugly” produce help? Food is wasted at every stage: farms leave crops unharvested when prices are low or rules limit sales, stores reject fruits and vegetables that look imperfect, and households throw away about a quarter of the food they buy. In 2014, the French supermarket Intermarché began selling misshapen produce at a 30 percent discount, and similar programs spread. Buying imperfect produce and wasting less at home save money and resources.

Two stories capture how much edible food never reaches anyone’s plate. In France, a supermarket chain turned misshapen carrots and knobby apples into a marketing campaign, selling them cheaply under the name “inglorious fruits and vegetables.” In Michigan, a cherry farmer posted photos in 2016 of tart cherries left to rot on the ground because of industry rules limiting how much fruit could be sold, and the image was shared tens of thousands of times. Both stories raise the same question: why is so much good food wasted, and what can shoppers and policymakers do about it? This article explains the causes of food waste from farm to fridge, what happened in each case, the health and environmental stakes, and practical ways to waste less.

What Did Intermarché Do With “Ugly” Produce?

In 2014, Intermarché, one of France’s largest supermarket chains, launched a campaign called “Les fruits et légumes moches,” usually translated as inglorious or ugly fruits and vegetables. It bought produce that growers normally could not sell to supermarkets because of size, shape, or surface blemishes, such as twisted carrots, lopsided apples, and odd-shaped potatoes, and sold it in dedicated displays at about 30 percent below regular prices. The campaign used humorous posters celebrating “the grotesque apple” and “the ugly carrot,” and stores offered soups and juices made from the produce to show it tasted the same. The retailer and its advertising agency reported strong early sales and more store traffic, and the idea spread to supermarkets in other countries and to imperfect-produce delivery services in the United States.

Why Is Imperfect Produce Rejected in the First Place?

Mainly because of appearance standards. Supermarkets and grading systems often specify size, shape, color, and surface quality for fruits and vegetables, reflecting assumptions about what shoppers will buy and the needs of packing and shipping. Produce that falls outside these standards may be sold for processing at low prices, used as animal feed, plowed back into fields, or simply left unharvested. Weather events can cause cosmetic damage, such as hail marks, that leaves fruit perfectly edible but harder to sell. Imperfect-produce programs aim to capture some of this food for people while giving farmers additional income.

What Happened With the Michigan Cherries?

In July 2016, Michigan tart cherry grower Marc Santucci posted photos of cherries dumped on the ground, writing that he had to discard 14 percent of his crop so the market could absorb imports, and that he could not donate the diverted fruit. The post spread widely. Local reporting explained that tart cherries are covered by a federal marketing order, overseen by the Cherry Industry Administrative Board, which can require growers and processors to divert part of a large crop to keep supply in line with demand and stabilize prices. That year, the national tart cherry harvest was estimated at about 351 million pounds, leaving a surplus of about 101 million pounds. A fact-check by Snopes noted that the industry requested the marketing order, that its purpose was market stability rather than protecting imports, and that growers had several diversion options, including some donations. Growers also complained that low-priced imports of tart cherry products, particularly from Turkey, were undercutting them, leading to later trade cases.

How Much Food Do Americans Waste?

A great deal. A 2018 study in PLoS One by Zach Conrad and colleagues used U.S. government data to estimate that consumers wasted about 422 grams of food per person per day, roughly a quarter of food by weight and 30 percent of available calories, using about 30 million acres of cropland each year to produce food that was never eaten. People with higher-quality diets wasted more food, largely because fruits and vegetables spoil quickly, and that waste carried substantial amounts of irrigation water and pesticides. The authors concluded that improving diets and reducing waste must go together, and that teaching people how to store and prepare produce is one practical solution.

Why Does Wasting Produce Matter for Health?

Because most people already eat too few fruits and vegetables. A 2021 study in Circulation by Dong Wang and colleagues, combining two large U.S. cohorts with a meta-analysis of nearly 1.9 million people, found that eating about five servings of fruits and vegetables a day was associated with a 13 percent lower risk of death compared with lower intakes, with the benefit leveling off at around five servings; fruit juice and potatoes were not associated with lower mortality. Cost is a common barrier. A 2026 randomized trial in the Journal of the Academy of Nutrition and Dietetics by Nzesi and colleagues found that supermarket discounts of 15 to 30 percent on fruits and vegetables increased intake during parts of the study. Cheaper imperfect produce could help in the same way. Our guide to saving money on organic food covers related strategies.

Are Tart Cherries Especially Healthy?

Tart cherries are rich in polyphenols and contain small amounts of melatonin, which has made tart cherry juice popular for sleep and exercise recovery. A 2012 randomized crossover study in the European Journal of Nutrition by Glyn Howatson and colleagues gave 20 healthy adults tart cherry juice concentrate or a placebo drink for seven days. Cherry juice raised urinary melatonin and increased time in bed, total sleep time, and sleep efficiency. The study was small and short, and tart cherry juice contains natural sugar, but it shows the fruit has more to offer than pie filling. Whole and dried tart cherries also provide fiber and vitamin C.

Where Else Is Food Wasted Before It Reaches Stores?

At many points. Crops may be left unharvested when market prices are lower than the cost of picking, when labor is scarce, or when weather damages appearance. Packing houses discard produce that does not meet grading standards. Processing and transport can damage food. Marketing orders and contracts sometimes limit how much product can be sold. In restaurants and institutions, large portions and buffet waste add up. Stores discard food that is nearing its date or looks less than perfect. Each stage has different solutions, from gleaning programs that send volunteers to harvest leftover crops for food banks, to better forecasting, to imperfect-produce sales.

Can Farms and Stores Donate Unsold Food?

Often, yes. The federal Bill Emerson Good Samaritan Food Donation Act protects donors and nonprofit organizations from liability when they donate food in good faith, and later updates expanded these protections. Many food banks accept fresh produce from farms and grocery stores, and gleaning groups organize volunteers to collect crops left in fields. Barriers remain, including the cost of harvesting, sorting, refrigeration, and transport, which can make donation more expensive than leaving food in the field. Tax incentives for food donation and partnerships between farms, food banks, and processors help close that gap.

What Do Date Labels Really Mean?

Confusion over date labels causes a lot of household waste. Except for infant formula, U.S. federal law does not require dates on most foods, and terms such as “sell by,” “best by,” and “use by” mostly indicate quality, not safety. Many foods remain safe after these dates if stored properly. Federal agencies have encouraged manufacturers to use “best if used by” to signal peak quality. Using smell, appearance, and proper storage as guides, while being more cautious with high-risk foods such as deli meats and soft cheeses for pregnant people and older adults, can prevent throwing away good food.

Why Does Food Waste Matter for the Environment?

Wasted food carries all the resources used to produce it: land, water, fertilizer, pesticides, fuel, and labor. When food ends up in landfills, it breaks down without oxygen and releases methane, a potent greenhouse gas, and food is among the most common materials sent to U.S. landfills. The Conrad study found that wasted fruits and vegetables accounted for large amounts of wasted irrigation water and pesticides. A 2021 review in Nutrition Reviews by Conrad and Nicole Tichenor Blackstone emphasized that efforts to improve diet quality, reduce food waste, and protect the environment are linked and should be addressed together. Composting food scraps and sending unavoidable waste to anaerobic digestion facilities, where available, reduce methane compared with landfilling.

How Can You Waste Less Food at Home?

Small habits add up. Plan meals before shopping and buy only what you will use, especially fragile produce. Store fruits and vegetables properly; for example, keep leafy greens dry and refrigerated, and store bananas, tomatoes, and potatoes outside the refrigerator. Put older food at the front of the fridge. Freeze bread, cooked grains, ripe bananas, and leftovers before they spoil. Cook with what you have, using wilting vegetables in soups, stir-fries, and smoothies. Choose imperfect or discounted produce when it will be eaten soon. Use date labels as guidance about quality rather than strict deadlines, while following safety advice for high-risk foods.

How Do Food Waste Solutions Compare?

Solution	Where it helps	Limits
Imperfect produce sales	Farms and stores; cheaper produce for shoppers	Some critics say it competes with food banks for surplus
Gleaning and donation	Farms; food banks	Labor, transport, and refrigeration costs
Clearer date labels	Households and stores	Requires industry and policy change
Meal planning and storage	Households	Takes time and habits
Composting and digestion	Unavoidable scraps	Does not prevent waste; access varies

How Have Imperfect-Produce Programs Worked in the United States?

Several companies built businesses around them. Subscription services such as Imperfect Foods and Misfits Market began delivering cosmetically imperfect and surplus produce and groceries to homes at discounted prices, and the two merged in 2022. Some supermarkets tested “ugly” produce sections with mixed results, as shoppers were sometimes reluctant to buy them or saw small price differences. Critics argued that some of this produce would otherwise have gone to food banks or processors rather than the trash, so the waste reduction may be smaller than marketing suggests. Supporters respond that these programs raise awareness, give farmers another market, and normalize buying imperfect food.

What Are Other Countries Doing About Food Waste?

France passed a law in 2016 banning large supermarkets from destroying unsold edible food and requiring them to donate it to charities or use it for animal feed or composting, and several other countries have adopted donation incentives or requirements. The European Union and United Nations have set goals to halve per-person food waste at the retail and consumer levels by 2030. Some countries have launched public campaigns on storage and date labels, and the United Kingdom’s campaigns have been credited with measurable reductions in household waste. In the United States, federal agencies set a similar 50 percent reduction goal, and several states have banned large food waste generators from sending organic waste to landfills.

Is Frozen or Canned Produce a Good Way to Waste Less?

Yes. Frozen and canned fruits and vegetables last much longer than fresh ones, are often processed soon after harvest, and retain most of their nutrients, so they help people eat more produce without as much spoilage. Choosing canned vegetables labeled low sodium and fruits packed in water or juice keeps added salt and sugar down. Mixing fresh produce for the next few days with frozen and canned options for later in the week is a practical way to meet produce goals while wasting less.

Are Marketing Orders Good or Bad?

They have defenders and critics. Supporters, including many growers, say marketing orders smooth out boom-and-bust cycles in crops like tart cherries, where a single bumper crop can crash prices and drive farmers out of business, and that they fund research and promotion. Critics argue they raise prices for consumers, limit growers’ freedom, and can lead to visible waste, as with the dumped cherries. Legal challenges have targeted some orders; in 2015 the U.S. Supreme Court ruled in a raisin case that requiring growers to hand over part of their crop without compensation violated the Constitution. Changes to how surplus is handled, such as expanding donation and processing options, can reduce waste while keeping market stability.

Common Myths

“Ugly produce is less nutritious.” Cosmetic flaws do not reduce nutritional value.

“Most food waste happens on farms.” Households are a major source in wealthy countries.

“Food past its ‘best by’ date is unsafe.” Most date labels indicate quality, not safety.

“The cherry farmer was forced to protect imports.” The marketing order aims to stabilize prices and was requested by the industry, though imports were a real concern.

“Healthy eaters waste less.” Diets rich in fresh produce were linked to more waste.

Key Terms

Food loss and waste: Edible food that is not eaten, from farm to plate.

Imperfect produce: Fruits and vegetables with cosmetic flaws that do not meet appearance standards.

Marketing order: A federal program, requested by an industry, that can regulate supply, quality, and promotion of a crop.

Gleaning: Collecting crops left after harvest, often for food banks.

Diversion: Removing part of a crop from the market under a marketing order.

The Bottom Line

Large amounts of edible food are wasted at every stage, from cherries left on Michigan orchard floors under a federal marketing order to cosmetically imperfect produce rejected by stores and food thrown away at home, where U.S. consumers waste about 422 grams per person per day. Intermarché’s 2014 campaign showed that shoppers will buy “ugly” fruits and vegetables when they are cheaper and promoted with humor. Because eating about five servings of produce a day is linked to lower mortality, making fruits and vegetables cheaper and wasting less of them benefits health, budgets, and the environment.

Frequently Asked Questions

What was Intermarché’s ugly produce campaign?

In 2014, the French supermarket chain Intermarché launched “inglorious fruits and vegetables,” selling misshapen or blemished produce at about 30 percent below regular prices with humorous advertising. The campaign aimed to reduce food waste and give shoppers cheaper produce, and similar imperfect-produce programs and delivery services followed in other countries.

Why did a Michigan farmer dump his cherries?

In 2016, a large tart cherry crop created a surplus of about 101 million pounds. Under a federal marketing order requested by the industry to stabilize prices, growers had to divert part of their crop. Grower Marc Santucci posted photos of cherries left to rot, blaming imports; fact-checkers noted the order’s goal is market stability and that some diversion options include donation.

How much food do Americans waste?

A 2018 study estimated U.S. consumers waste about 422 grams of food per person per day, around 30 percent of available calories, using about 30 million acres of cropland a year. People eating healthier diets wasted more, mainly because fresh fruits and vegetables spoil faster.

Is ugly produce safe and nutritious?

Yes. Cosmetic flaws such as odd shapes, small size, or surface marks do not affect safety or nutrition. Produce with mold, rot, or damage that breaks the skin should be trimmed or discarded, but misshapen or blemished fruits and vegetables are as healthy as perfect-looking ones.

How can I reduce food waste at home?

Plan meals and shop with a list, store produce correctly, keep older food visible, freeze extras before they spoil, cook with what you have, and treat most date labels as quality guides rather than safety deadlines. Composting unavoidable scraps keeps them out of landfills.

References

1. Conrad Z, Niles MT, Neher DA, et al. Relationship between food waste, diet quality, and environmental sustainability. PLoS One. 2018;13(4):e0195405. PMID 29668732
2. Conrad Z, Blackstone NT. Identifying the links between consumer food waste, nutrition, and environmental sustainability: a narrative review. Nutrition Reviews. 2021;79(3):301–314. PMID 32585005
3. Wang DD, Li Y, Bhupathiraju SN, et al. Fruit and vegetable intake and mortality: results from 2 prospective cohort studies of US men and women and a meta-analysis of 26 cohort studies. Circulation. 2021;143(17):1642–1654. PMID 33641343
4. Nzesi A, Tate C, Geliebter A. Price discounts to promote supermarket fruit, vegetable, and noncaloric beverage intake and health outcomes: a randomized controlled trial. Journal of the Academy of Nutrition and Dietetics. 2026;126(8):156347. PMID 41905413
5. Howatson G, Bell PG, Tallent J, et al. Effect of tart cherry juice (Prunus cerasus) on melatonin levels and enhanced sleep quality. European Journal of Nutrition. 2012;51(8):909–916. PMID 22038497
6. Snopes. Michigan farmers forced to destroy edible cherries to prop up imports? 2016. snopes.com
7. Old Mission Gazette. Old Mission Peninsula farmers forced to dump cherries on ground. August 2016. oldmission.net

Last updated: October 10, 2026