Dan Ariely wants to know why so much of his produce goes bad. One obvious reason:

I suspect that one of the main culprits is the produce drawer in the refrigerator.  Most refrigerators have a special drawer designed to hold produce, usually located at the bottom of the fridge.  The drawer is often just barely opaque and for some reason difficult to open. Because of these “features,” when you open the fridge door, you look straight ahead, to the leftover lasagna or apple pie (and their convenient position) come to mind, leaving the carrots and nectarines hidden and forgotten in the vegetable drawer.

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