The Atlanta Journal-Constitution
‘Ugly produce’ trend wanes as some grocers end tests
But others still sell such fruits, veggies to curb foodwaste.
Is URBANDALE, IOWA — the “ugly produce’” trend already reaching the end of its shelf life insupermarkets? Walmart andWholeFoods in recent years tried selling some blemished fruits and vegetables at adiscount, produce they said might otherwise be trashed because it’s not quite the right size, shape or color. But the two chains and others quietly ended their tests, suggestingdentedapples andundersized potatoes may not be all that appealing in stores where better looking fruits andvegetables areondisplay. “Customers didn’t accept it asmuchaswe hadhoped,” said Mona Golub of Price Chopper, a grocery chain in the that Northeast also discontinued its offffffffffffering of ugly produce. Still, some stores and home delivery startups haven’t given up on the idea of selling less-than-perfect produce to reduce food waste and say they’re doing well. At a Hy-Vee store in Iowa, a recent display of “Misfifits” produce included packs of apples, lemons and oranges that were either too big or small, or otherwise substandard in appearance. A sign explained that “6 million pounds of freshproducegoes unused each year,” though the packages didn’t specify why the produce might have otherwisebeenthrownaway. “I like the cost savings, and it is good to help and not throw so much away,” said shopper Brian Tice, who bought a pack of small oranges. Another shopper, Jamie Shae, said she didn’t realize there was anything special about the fruit. “I happened to see the bags of lemons,” said Shae, who was in a rush and grabbed two bags. Shopper Joan Hitzel, who was browsing otherproduce nearby, said she thought theMisfifits were a good idea given the tons of food that gets thrown away, but didn’t plan to buy any that day. The supplier of the Misfits produce to supermarkets, Robinson Fresh, said about 300 grocery locations still sell the fruits and vegetables, including the Hy-Vee stores. Kroger also said it still plans to introduce its “Pickuliar Picks” this spring. But among other regional chains that have stopped carrying ugly produce are Meijer in the Midwest; Hannaford, based in Maine; and Pittsburgh-basedGiantEagle, which cited “inconsistent customer interest” for pulling the plug on its “Produce with Personality.” Walmart no longer offffffffffffers the damaged “I’m Perfect” apples it introduced in Florida in 2016. The efforts channeled growing interest in reducing food waste. Government agencies say the best way to reduce waste is to stop producing too much food. The U.S. Department of Agriculture estimates that 31percent of the 430 billion pounds of the nation’s food supply goes uneaten. That does not include the fruits and vegetables that get tossed at the farm level before foods reach stores. For fruits and vegetables that don’t meet supermarket standards, some may get processed for products like juices, and some go to food banks. Startups delivering ugly produce say there’s so much they’re not taking from food banks. Shopper preferencesmay not be the only challenge for ugly produce in supermarkets. “Retailers really prize their produce sections,” said Imperfect Produce CEOBen Simon, whose company had partneredwithWhole Foods ona test at the chain. Grocers might worry that cheaper produce will cannibalize sales of regular produce or give offff a bad image, he said. Delivery startups say they’re seeing interest in their services. But they are up against shoppers who inspect the fruits and vegetables they buy and those whoworryaboutallthepackaging. “I’ve been food shopping online, and I started thinking about all the boxes, all that cardboard,” saidNyasha Wilson, aNewYork City resident who carefully selects apples for ripeness at a farmer’s market. The companies say they might at least change shoppers’ views on discarded produce.