RETAIL RANDOMS

BEFORE YOU GO: WONKY VEG / THE BALLOON AND PARTY PROFESSIONALS ASSOCIATION

THE UGLY TRUTH ABOUT FRUIT AND VEG

Here’s a thing. We’re all familiar with ‘wonky’ fruit and veg at bargain prices, but apparently there’s a curious logic behind badging it up as ‘wonky’.

New research from the University of British Columbia (UBC) shows that when it comes to selling misshapen fruits and vegetables, labeling them as “ugly” can actually be a recipe for sales success.

The trend of selling ‘imperfect’ fruit and veg apparently started back in 2014 when French supermarket chain Intermarché began marketing misshapen produce as “ugly.” Until now, however, no one really knew why consumers rejected imperfect produce.

For the study, researchers at UBC conducted studies that tested the efficacy of ‘ugly’ labelling by having participants purchase produce at a farmers market and online, and by examining people’s preconceptions about misshapen foods. Interestingly, they found that consumers expected the imperfect produce to be less tasty and even less nutritious.

The survey found, however, that when the produce is labeled “ugly,” consumer hesitancy disappears. Calling items “ugly” signals to consumers that the only difference between items is aesthetic and significantly increases their willingness to buy the less attractive produce.

Even though the ugly produce was sold at a 25% discount, it turned out to be more profitable for sellers as the cost of buying the ugly produce was lower.

BUY YOUR BALLOONS WITH CONFIDENCE

Now, for the average shopper, the idea that there is an official ‘Association of Convenience Stores’ is probably a bit weird and niche. But it’s not anywhere as weird and niche as a trade body that The Week In Retail stumbled across this week. Ever heard of the Balloon and Party Professionals Association?

Apparently there is an official body for people that make balloons for parties. And they’ve just launched a National Awareness Campaign “to raise awareness of the exemplary insurance and peace of mind provided by choosing to buy from their members”.

The campaign urges consumers to ‘buy with confidence’ and highlights “the importance of knowing your balloon and party supplier”. Because nothing will ruin your granny’s 70th birthday party faster than poor quality balloons. Imagine the old dear making it through coronavirus only to keel over at the unexpected pop of a poorly manufactured balloon.