The Fruit At Whole Foods May Start To Look Really Ugly And It Might Be A Good Thing
“Our goal is zero waste and we’re always looking for ways to reduce our collective impact and positively influence the industry.”
The next bag of apples you buy at Whole Foods may look a little gnarly. The grocery chain told BuzzFeed News on Tuesday that it is exploring partnerships to sell so-called "ugly fruit" to reduce food waste.
Imperfect Produce / Via Facebook: imperfectfruit
"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," said Whole Foods produce spokesperson, Liz Burkhart.
The stores already operate composting programs and use "less cosmetically appealing produce" to make juices and smoothies, said Burkhart.
The company said it is partnering with California-based Imperfect Produce to launch test sales of the ugly fruit in some of its Northern California stores.
instagram.com / Via instagram.com
"We can't think of a better partner to launch this with," CEO of Imperfect Produce, Ben Simon, told NPR. "The ugly produce trend has taken off across the world, and our fingers are crossed that U.S. consumers will be just as excited."