Whole Foods has announced a deal with Imperfect Produce to test sales of funky fruits and vegetables in a handful of stores in Northern California beginning in April. This announcement comes after a Change.org petition called upon the retailer to take up the ugly banner.
The founders of Imperfect Produce is playing up the new pilot program with Whole Foods.
"We can't think of a better partner to launch this with," says Ben Simon of Imperfect. "The ugly produce trend has taken off across the world, and our fingers are crossed that U.S. consumers will be just as excited."
Discounted pricing of ugly produce may also attract the attention of shoppers at Giant Eagle grocery stores. The more than 420-store chain, headquartered in Pennsylvania, recently announced a new initiative for unbeauteous fruit and vegetables packaged under the Produce with Personality label.
A 4-pound bag of blemished navel oranges currently costs $2.99 a bag. The conventional version sells for $4.99 a bag.
"Cosmetic imperfections allow us to offer these items to customers at very attractive prices," says Giant Eagle spokesperson Daniel Donovan.
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