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Consumers often throw away faded greens, because taste and appearance are less appealing compared to fresh ones. We report here a family of antioxidants, the phyllobilins, which increase during storage in iceberg lettuce and cucumber. We show that informing consumers about rising levels of phyllobilins leads to a longer willingness to consume faded lettuce and to an improved health and safety perception.

Rising levels of antioxidative phyllobilins in stored agricultural produce and their impact on consumer acceptance