Instagram

Supermarkets consider ending discount for ugly produce

Some supermarkets end their test on discounting ugly produce in stores

Is the “ugly produce”’ trend already reaching the end of its shelf life in supermarkets?

Walmart and Whole Foods in recent years tried selling some blemished fruits and vegetables at a discount, produce they said might otherwise be trashed because it’s not quite the right size, shape or colour. But the two chains and others quietly ended their tests, suggesting dented apples and undersized potatoes may not be all that appealing in stores where better looking fruits and vegetables are on display.

“Customers didn’t accept it as much as we had hoped,” said Mona Golub of Price Chopper, a grocery chain in the Northeast that also discontinued its offering 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 “Misfits” 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 fresh produce goes unused each year,” though the packages didn’t specify why the produce might have otherwise been thrown away.

“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.

READ MORE: Millennial men least likely to have a family doctor: Statistics Canada

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 other produce nearby, said she thought the Misfits 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-based Giant Eagle, which cited “inconsistent customer interest” for pulling the plug on its “Produce with Personality.”

Walmart no longer offers 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 31 per cent 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.

View this post on Instagram

A bouquet of compost 💐

A post shared by Community Composting (@communitycomposting) on

Shopper preferences may not be the only challenge for ugly produce in supermarkets.

“Retailers really prize their produce sections,” said Imperfect Produce CEO Ben Simon, whose company had partnered with Whole Foods on a test at the chain. Grocers might worry that cheaper produce will cannibalize sales of regular produce, or give off 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 who worry about all the packaging.

READ MORE: Massive elk herd runs across Washington State highway

“I’ve been food shopping online, and I started thinking about all the boxes, all that cardboard,” said Nyasha Wilson, a New York 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. Evan Lutz, CEO of the startup Hungry Harvest, said most of it is just too small or slightly discolored.

“The vast majority that would go to waste isn’t really that ugly,” he said.

Like us on Facebook and follow us on Twitter.

Just Posted

Body, burning truck found near Dease Lake

RCMP unsure if the two separate discoveries are related

CN train derailment cleared between Terrace and Prince Rupert

The CN mainline is now open, following a train derailment mid-way between… Continue reading

President and CEO leaving Coast Mountain College

Burt will say goodbye to CMNT come September

‘Tent city’ and homelessness a polarizing issue in Terrace

City of Terrace gives an update, says province should step in to help with housing, mental health

City purchases Terrace Bowling Lanes

The business will stay open for one last season

Rich the Vegan scoots across Canada for the animals

Rich Adams is riding his push scooter across Canada to bring awareness to the dog meat trade in Asia

Body, burning truck found near northern B.C. town

RCMP unsure if the two separate discoveries are related

Couple found dead along northern B.C. highway in double homicide

Woman from the U.S. and man from Australia found dead near Liard Hot Springs

UPDATE: West Kelowna fawn euthanized, not claimed by sanctuary

Gilbert the deer has been euthanized after a suitable home was not found in time

BC Wildfire Service warns wet weather no reason to be complacent

Fire risk currently low for much of B.C. compared to same time over last two years.

Bank of Canada lowers qualifying rate used in mortgage stress tests

Home sales softened last year after the federal government introduced new stress test rules for uninsured mortgages

B.C. man pleads guilty in snake venom death of toddler

Plea comes more than five years after the incident in North Vancouver

Trudeau says Ottawa open to proposals for B.C. refinery as gas prices soar

Prime minister says he knows B.C. residents are struggling and the federal government is open to ideas

Clock’s ticking to share how you feel about Daylight Saving Time in B.C.

Provincial public survey ends at 4 p.m. on Friday

Most Read