There is a growing movement to reduce wastage of pre-store and store-level waste of produce that is just past its prime.
Perhaps the leader in the pre-store sector of the movement is Imperfect Produce, which sources from farms and delivers to householders through the San Francisco Bay area and, increasingly, in and around Los Angeles. Whole Foods Market introduced a program a year ago to sell “cosmetically challenged” fruits and vegetables that, despite Iooking less than perfect, are as fit for the table, lunchbox or ingredients-prepping table as their better-looking counterparts. In March of this year, Maine-based Hannaford Brothers joined the increasing number of retailers who are offering, at discounted prices, what Hannaford calls “The Misfits – Beautifully delicious and Nutritious” but slightly over-ripe or less-than-ideally-shaped produce items.
Now, Harvard’s T.H. Chan School of Public Health has come out with a detailed primer advising shoppers and would-be eaters ways to make it more likely they will waste less of produce they buy with the best of intentions – to prepare/eat it in a timely fashion – and then don’t do so.
Whole Foods and Hannaford, no doubt like others, pull ‘misfit” produce from their own stock. Imperfect works with an assortment of farms, many of them family operated, around California. They buy what’s in season but a little “off,” cosmetically.’
Their website says, “The produce we source is rejected purely for cosmetic reasons, meaning that taste and nutrition aren’t affected. Common reasons for produce being classified as “ugly” are: too small, wrong color, misshapen. We only source the most delicious fruits and vegetables, and we have strict quality-control measures in place to ensure that what ends up on your doorstep is fresh, delicious, and nutritious. If we wouldn’t eat it, we won’t sell it. We’re redefining BEAUTY in produce, not taste!” They also have a “like it or don’t pay for it” policy in the event a client feels something in their weekly box – the program works on a subscription basis, with boxes of pre-selected sizes and mixes being delivered weekly – is too ugly, they get credit for it in their next shipment.
It is likely more such programs will be initiated in coming years, and well they should be, Anything to reduce the amount of produce being wasted is a good thing!