Giving consumers a quick taste of oddly shaped vegetables can increase their willingness to buy them. There is a gap between what consumers see as ideal vegetable sizes and retailer standards, showing that consumer biases may differ from store expectations. The study suggests that taste-testing could positively influence consumer views on “imperfect” produce, helping to reduce food waste. Simple solutions, like tasting stations or campaigns promoting that “size and shape don’t matter,” could encourage shoppers to choose these items. Such actions would support sustainability by reducing waste and aligning produce offerings with consumer preferences.