Whole Foods Begins Testing Ugly Food

In the latest indication that ugly produce has gone mainstream, Whole Foods recently announced an upcoming partnership with Imperfect Produce to begin selling their “cosmetically challenged” fruits and vegetables in a handful of Northern California sales. This move is largely a test run for the huge retailer, but if international success is any indication, the trend may very well take off at Whole Foods as well.

Whole Foods already purchases this produce for their Fruit and Smoothie bars, but a recent Change.org petition helped move them toward test running larger sections of the store. Consumers who are drawn to the grocery store’s organic ethos but turned off by it’s prices may flock to the imperfect produce section, where discounts can be as great as 50% on items like blemished oranges and misshapen carrots.

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