Whole Foods Market, the American supermarket chain specializing in organic food, will sell "ugly" fruits and vegetables in its few stores beginning next month. The move aims to tackle the massive food waste problem in America.
USA Today reported that Whole Foods Market will be launching test sales of aesthetically challenged produce at some of its Northern California stores starting in late April. The announcement came after a Change.org petition #WhatTheFork urged the supermarket chain to stop contributing to the alarming food waste in the US.
"As a business, our goal is zero waste and we're always looking for ways to reduce our collective impact and positively influence the industry," Liz Burkhart, Whole Foods produce spokesperson, told BuzzFeed News. She added that the supermarket chain had already operate composting programs and had been using less cosmetically appealing produce to its prepared foods, juices and smoothies.
Whole Foods is partnering with advocacy group Imperfect Produce in piloting the program. Imperfect Produce is a California-based startup that sells cosmetically challenged yet healthy and fresh fruits and vegetables.
"We can't think of a better partner to launch this with," said Ben Simon, CEO of Imperfect Produce. He said that ugly produce trend has been embraced all over the world and they are hoping that US consumers will also do so.
"Our produce is usually rejected from grocery stores for being too big, too small or misshapen but all of that is skin deep. We're not talking about produce that is bruised or damaged," Simon disclosed. "This is tasty, delicious and just as good the 'normal' looking produce next to it."
Simon added that consumers can lessen food waste by purchasing ugly produce. "Consumers have a real opportunity here to make an impact and close the loop on food waste," he stated.
According to Fortune, selling aesthetically challenged produce has already been carried out by various grocery chains around the world. France's Intermarché, United Kingdom's Sainsbury and Australia's Woolworths are among the top supermarkets that have started selling the second-tier produce as a way to lessen food waste.
