It is yet under researched to which extent suboptimal food acceptance is influenced by communicating an added benefit and how various perceived quality dimensions explain consumer value assessmentof the food. In particular, in market contexts where the practice of offering suboptimal food in store is not yet common, it is of relevance todetermine how to introduce such an offer. Thus, it is useful to explorethe role of communication, category specific quality perceptions, andconsumer characteristics, in order to determine how suboptimalotherwise potentially wasted food in the supply chain can be offered toconsumers in the store.