Rajesh Rajaguru

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Joanna Dorota/Shutterstock, Zoom Team/Shutterstock, The Conversation

Climate‑affected produce is here to stay. Here’s what it takes for consumers to embrace it

Liudmila Tarabashkina, The University of Western Australia; Kenneth Kaysan Khayr (Fu Xian) Ho, Edith Cowan University, and Rajesh Rajaguru, University of Tasmania

Many of us prefer to avoid climate-affected produce altogether. But marketing messages that highlight its ‘resilience’ can encourage consumers to consider it, even when empathy towards farmers is low.

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