Beauty Standards

PERFECT PRODUCE: THE IMAGE OF PERFECTION

How Businesses can Lessen Cosmetic Waste of Produce in America

Beauty. The word has many definitions to all of us. One of the hottest topics in America has been the outrageous beauty standards set for women in magazines and advertisements. Many then feel pressured by the beauty standards set, but, unknown to many, more beauty standards are in existence than just those for women. Beauty standards for produce have been created by advertisements and enforced by the consumers of America, creating pressure on farmers and retailers to supply only perfect produce. Produce-the fruits and vegetables in our daily lives- is expected to be impeccable: flawless skin, perfect shape, bright colors, yet much produce

As the Vice President of fresh foods at the Food Marketing Institute, Rick Stein, says “It’s all about quality and appearance, and only the best appearance will capture share of the consumer’s wallet” (Royte). Farmers and retailers have had to conform to these standards, causing for massive amounts of waste that can be seen up and down the production chain. It all starts at the farm as farmhands, in an attempt to adhere to the consumers demands, selectively harvest produce, leaving that which would not fit many cosmetic standards to rot in the field (Gunders). Even if the produce makes it off the field, it must go through a process called culling, where much food, even if it is completely fit for human consumption, is thrown away due to imperfections in size and weight, color and blemishes.(Gunders). One farmer of cucumbers explained that around 75% of his crop that is culled is perfectly edible (Gunders). Retailers cause for more waste as the consumers continue to demand cosmetically perfect produce. Large retailers are directly and indirectly responsible for much food waste as they selectively stock produce based on appearance. All of this food waste add up and totals to 30-40% of all food produced in the United States (Frandsen). The waste is monumental, and all due to the standards that have

Economically, it costs the United States $218 billion to grow, manufacture, and process all of the food that is not eaten in the United States (Frandsen). This causes for the prices of produce for consumers to be driven higher, and then the consumer, in turn, becomes even more selective as they buy less produce. Farmers, also, have to pay the price for cosmetic waste in food. One farmer of squash had 250,000 pounds of squash he could not sell for even 6 cents a pound due to cosmetic imperfections, and he was expecting another load, costing him are large amount of profit (Goldenberg). This creates another butterfly effect in the economy, but this doesn’t happen to just one farmer, it happens to many across America. In addition, the amounts of food waste causes for extreme consequences to the environment. Of the food that is thrown away, only 3% is composted, leaving the rest to go to incinerators and landfills (Gunders). When the food waste is in nature, such as in the woods, food decomposes safely, but because of the limited and low quality air in landfills and the high moisture content of food waste, food does not decompose well in a landfill. Food waste becomes a massive producer of methane, a potent greenhouse gas. In fact, food waste accounts for 23% of the methane emissions in the United States. Cosmetic food waste is costing America both economically and