8 Mistakes Everyone Makes When Buying Produce—and How to Avoid Them

Walking into the produce section is a sensory experience: the vibrant colors, crisp textures, and earthy aromas all beckon. But despite our best intentions, many of us still make missteps that lead to wasted money, bland meals, and wilted greens. According to experts from leading grocery stores, some of the most common produce pitfalls happen right at the point of purchase, often because shoppers rely only on visual cues or misunderstand ripeness indicators. And once fruit and vegetables make it home, mishandling and poor storage choices can cut their life short.

The good news? With a few simple tweaks, you can shop smarter, store better, and enjoy fresher, more flavorful produce. Here, grocery insiders share the most frequent mistakes they see—and how you can avoid them.

Relying Only on Sight

Many shoppers use their eyes alone when picking produce, but John Keane, vice president of produce at Stop & Shop, says that’s not enough. Touch, smell, and even sound can offer critical clues. Tap on a melon—does it have a hollow sound? Gently squeeze an avocado—does it yield slightly without bruising? Relying solely on color can also lead you astray. Learn what specific signs to look for in each item, and trust your senses.

Not Understanding Ripeness

Buying produce that’s either underripe or already past its prime is one of the most common mistakes. Without knowing what ripeness looks, feels, or smells like, shoppers may end up with fruit that’s tasteless or spoils quickly. "Every produce item is unique in its own way," says Keane. "I have been in the food business for 45 years and the produce business for 40 years, and I can assure that I am still learning new quality clues and aspects every single day." A ripe melon might have a sweet aroma at the stem end and give slightly to pressure, while a ripe pineapple should have a fragrant smell and golden color.

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Shopping Too Infrequently

If you’re doing one big grocery run per week, chances are some of your produce is going bad before you can use it. Carlo Baldan, group vice president of Fresh Merchandising at Kroger, recommends shopping for fresh produce at least twice a week to keep fruits and vegetables at their peak and reduce waste. Luckily, fresh shipments arrive daily at most stores, so any day you shop is a good day for fresh produce.

Misunderstanding Imported Produce

Produce flown or shipped in from overseas often has to be harvested before it's ripe so it can endure long transport times, says Baldan. That means it may never fully develop its intended flavor or nutritional profile. While imports help maintain year-round availability, knowing where your produce comes from can help you set realistic expectations—and perhaps inspire you to choose local and seasonal when possible.

Overlooking Storage Best Practices

Storage mistakes at home can sabotage even the best-picked produce. Refrigerating items that prefer room temperature, like tomatoes and pears, can dull their flavor and texture. On the flip side, washing berries before storing them can introduce moisture that leads to mold. Wait until just before eating to rinse, and remember: refrigeration slows ripening but also causes dehydration over time.

Assuming Pre-Cut Produce Is Lower Quality

Pre-sliced or packaged fruits and vegetables are convenient—and our produce pros say they often still are high-quality. While you give up the chance to hand-select each item, choosing quality cut produce can speed up everything from healthy snacks to meal prep.

On the other hand, if ripeness and taste are your top priorities, the experts say you should stick with whole produce which allows for a more personalized selection.

Forgetting What Worked Last Time

Have you ever had the perfect avocado or juiciest peach—and then completely forgotten how you picked it? A key mistake is not making mental (or actual) notes about successful purchases. Tracking what worked—like choosing smooth-skinned avocados from Mexico or heavy-feeling oranges—helps build your own produce intuition over time.

Ignoring Lesser-Known Options

Don't skip over the “sleeper hits," or always buy the same things. Baldan's picks: limited-time fruits like Skylar Rae cherries or Wild Twist apples, or new varieties of snacking tomatoes. And don't underestimate the value of leafy greens. The quality and variety of cooking and salad greens available year-round make them a nutrient-rich staple that’s often overlooked.

Buying produce shouldn’t be a guessing game. With a little practice—and by using all five senses—you can become a more confident and informed shopper. You'll waste less, enjoy more, and get the most out of every trip to the produce section.