It's a pretty widely studied artifact of mass retail that appearance was valued over taste, because appearance is immediately obvious while taste must be remembered and most consumers don't. In other words, it's immediately obvious what produce looks good, while knowing what produce tastes good requires time and attention. Most people don't really remember the difference between varieties of apples, for example, which are currently undergoing a bit of a renaissance as breeders have discovered the value of branding and marketing campaigns similar to those used for manufactured goods. The general perception is that this trend is starting to go away only now, as a largely internet driven food culture has emerged that values unusual varieties.

Moreover, for the retailer themselves, durability and shelf life is perhaps the single most important property in today's long supply chains, because produce is subject to rough handling and consumers absolutely do not purchase bruised fruit or wilted greens. Unfortunately it often runs opposite to other metrics of quality for produce.