It was in a 2002 letter to shareholders, that Procter & Gamble CEO, A.G. Lafley used the term FMOT ("Eff Mot" - First Moment of Truth) defined as the moment "when consumers stand in front of store shelf and decide whether to buy a P&G brand, or a competing product". -Keith Ewart (Sep 17, 2015)
FMOT, even before it was defined as such, has driven branding and product packaging for the last century. It is the driving force behind new consumer packaged goods product launches.
FMOT and convenience has spilled over to fresh food (produce, meat, poultry, etc.). It is now easier to just grab a bag a pre-picked and packaged fresh food, even if it is more than we need. We've become insensitive and accustomed to have an amount of acceptable waste for every package we purchase.
After working several years in the consumer packaged goods industry, I've seen how newer generations are starting to look for a different FMOT. Millenials and youngers groups are focusing more on social impact and sustainability rather than on eye-catching packaging on the shelf. As millenials now account for over 50% of the workforce, this shift in focus can be leveraged to push an industry wide redefinition of a socially and environmentally responsible FMOT. This new FMOT would include the amount of waste that goes to getting the food that is sold in the store. Products that are more wasteful or produce more waste would be less appealing.