Is the ‘ugly’ produce trend already nearing the end? 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 color. 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 the Price Chopper grocery chain which 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 the Hy-Vee store in Urbandale, 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.
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.
Source: eu.desmoinesregister.com