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Feelings make people pass up perfectly tasty brown fruit

To end food waste, we need to stop thinking that oddly-shaped, bruised, or discolored fruit is bad, but our emotions can get in the way, researchers report.

Brown fruit is not bad fruit says Copenhagen scientist

Food waste researcher: We must learn that brown fruit isn t bad fruit

 E-Mail Which bananas end up in your shopping basket the uniformly yellow ones or those with brown spots? If you are like most people, you skip the spotted ones and select those that are perfectly yellow. This is because emotions play an an oversized role in our shopping decisions, according to a new study by Danish and Swedish researchers. We choose food based upon an expectation of what it will taste like that is bound to our feelings. So, if we expect a brown banana to not match the taste of a yellow one, we opt for the latter, explains Karin Wendin, an associate professor at University of Copenhagen s Department of Food Science, and one of the researchers behind the study.

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