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This research aims to investigate the feasibility of imperfect produce use in the on-site foodservice management industry.

Study 1 explored experts’ perspectives via expert interviews on the use of imperfect produce in on-site foodservice operations, acceptability, and willingness to choose imperfect produce. Study 2, a sensory discrimination test, was performed with 100 consumers.

Study 1 yielded seven themes with managerial recommendations: appearance perception, customer value perception, operational difficulties, concerns for the world, food safety concerns, corporate advantages, and implementation. Study 2 found that participants were willing to choose menu items prepared with imperfect produce over those prepared with perfect produce. The ability to taste differences depended on the type of produce; participants could not taste differences between tangerines but could taste differences between apples and pears.

The findings of this study suggested that the psychological barriers of imperfect produce impact managers’ perceptions and decision-making processes. It is recommended that operators communicate with consumers about imperfect produce, its waste reduction benefits, and its quality.

This study shows that taste perception could be influenced by how imperfectness is described. Thus, appropriate marketing strategies could improve consumer acceptance of imperfect produce.