Whole Foods pushes anti-food waste effort by selling ‘ugly fruit’

Consumers who don’t mind bruised or misshapen fruits and veggies are in luck, as grocery stores around the country work to cut down on trash—and keep you healthy.

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No marketing tricks here: Whole Foods wants to sell consumers “ugly” produce at a reduced cost.

Plenty of consumers pay attention to wasted and uneaten food. Although much of it is perfectly safe to eat, some of it isn’t picture perfect. In April, Whole Foods will pilot a program in Northern California that offers those bendy carrots, oblong apples and grotesque gourds on the cheap.

This might come as a shock to customers that don’t hear “cheap” too commonly associated with Whole Foods.

The grocery organization is working with Imperfect Produce to test sales and see whether they’re willing to take a chance on forgotten fruits. Whole Foods already uses “ugly” fruit and veggies for its juice and smoothie bars.

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