Whole Foods is looking to conserve food even more than they already do with their new project to utilize ugly fruit to sell to consumers. Whole Foods is already using these fruits and vegetables behind the scenes in their smoothies, soups and other concoctions, but now they want them to be customer facing to decrease discrimination against this fruit and help save the environment.
Currently, fruit is picked to appeal to people’s senses and eyes, which include plump round tomatoes, longer oval eggplants and round oranges. Now, carrots might have two spokes instead of one and limes might look a little more deformed. To implement this plan, Whole Foods is partnering with the company, Imperfect Produce.
Ugly produce has started to sell rapidly across the UK and Australia. Additionally, it has started to take root in the grocery store chain Giant Eagle as well.
This may be the solution to some of the waste in this country. Whole Foods is really taking initiative to help save the $162 billon of food that goes to waste each year. This is tons and tons of fruit that’s being wasted per year, approximately 133 billion pounds.
Walking into a Whole Foods next month, you may notice a couple new racks of fruit that are set up that look a little different than what you normally see. This fruit may be unusual looking, but it comes at a cheaper price and an environmental win!