*3.3. Causes of Food Loss*

Participants were asked to rank "reasons for loss" from four loss categories, with the most applicable (rank 1) to least applicable (rank 5). The four categories included: (1) low market price; (2) no market demand; (3) over supply; and (4) high/low temperature damage. Participants reported "over supply" (rank 1.56) and "low market price" (rank 2.65) as the most and least applicable reasons, respectively, for fruit and vegetable loss each week (Figure 4). Comments made in an "other" box for this section in the questionnaire indicated participants thought poor product quality was the main factor influencing the level of loss.

**Figure 4.** Food loss generation categories and mean rankings produced from participant responses.

<sup>z</sup> Values in parentheses are % of total received.
