PROJECT
Consumers' aversion to climate-affected produce: Implications for food security in times of climate change
How climate-affected produce can be accepted by consumers to reduce food waste and support farmers
Higher temperatures, lower rainfall, and more frequent and intense droughts due to climate change reduce crop yields, affect farmers’ incomes, and alter produce’s taste, texture, and size. Unlike "ugly" food, which is primarily visually imperfect in terms of size or surface, climate-affected produce may not only be visually imperfect (including smaller size and surface burns) but also have deviations in texture (less firm) and flavour (extra peachy, sweeter, hotter for chillis, or more pungent for onions).
Preliminary findings from our conversations with farmers in Western Australia (unpublished data) and review of existing government reports suggest that a substantial portion of climate-affected produce does not leave the farm, contributing to the estimated 7.6 million tonnes of food wasted annually in Australia—an economic loss exceeding $36.6 billion (Food Innovation Australia, 2021; Department of Climate Change, Energy, the environment and water, Australian Government, n.d).
While such produce may be donated to food banks, sold at farmers’ markets in its existing form, or processed into value-added products
such as jams or juices, these options are largely contingent on the availability and accessibility of appropriate infrastructure, which varies across Australian states.
In comparison to “ugly” food, climate-affected produce is a food category that Australians are not familiar with. With climate change having a significant impact on food supply chains and food security, this project aims to understand how this still edible produce can be trialled by consumers and retail chains to ensure sustainable consumption and reduction in food waste and income loss to farmers.
Our first experimental study with consumers has shown which organoleptic attributes (size, taste, aesthetic look, firmness) trump empathy towards farmers, resulting in consumer aversion, and which aspects (marketing appeals) can be used to encourage consumers’ trial of climate-affected produce. This study is currently in phase two, further testing marketing appeals to drive positive change and educate all members of the food supply chain.
Goals
To identify which organoleptic attributes (size, taste, aesthetic look, firmness) trump empathy towards farmers, resulting in consumer aversion, and which aspects (marketing appeals) can be used to encourage consumers’ trial of climate-affected produce
To engage in stakeholder consultations, including farmers, retailers and government departments, to identify critical challenges (“pain points”) and preferred communication themes/ appeals that growers and industry representatives wish to communicate to consumers and the broader market
To develop and empirically test the effectiveness of marketing appeals aimed at driving sustainable behavioural change and enhancing awareness across the food supply chain, thereby supporting the acceptance and adoption of climate-affected produce
Additional References
Department of Climate Change, Energy, the environment and water, Australian Government. (n.d.). Reducing Australia's Food waste
Food Innovation Australia (2021). National Food Waste Strategy Feasibility Study
Project collaborators
- Dr Liudmila Tarabashkina (The University of Western Australia)
- Dr Kenneth Kaysan Khayr Ho (Edith Cowan University)
This is a cross-institutional collaboration with the Edith Cowan University and stakeholders in Western Australia and other states, which points to high industry importance and strategic relevance. If you are interested in a PhD in this project please get in touch with the contact details below.
