A recent Harris poll found that 81% of Americans say they consider the appearance of fruits and vegetables “at least somewhat important” when shopping.
About half of that group (43% of those surveyed) reported appearance was very important or extremely important, according to a news release.
Those numbers don’t seem to bode well for the popular “ugly” produce movement, which has gathered some momentum recently with companies like Wal-Mart and Whole Foods Market launching pilot programs that offer — at a discount — fruits and vegetables that wouldn’t be selected for marketing beauty shots.
While Harris found that people care about the appearance of fruit, 62% of survey participants said they would be “at least somewhat comfortable” eating ugly produce. The vast majority of those surveyed — 76% — said they expected that less aesthetically pleasing produce would be less expensive.
A professed willingness by many to eat ugly fruit, however, hasn’t necessarily translated into purchasing. The survey found only 28% of people recalled actually buying ugly produce in the past year.
Harris surveyed 2,025 U.S. adults Aug. 10-12, according to the release. The company weighted the survey data to reflect the composition of the U.S. population.