"The key is to make the most of the crop, which all supermarkets are doing," she tells The Salt in an email. "This could be using the best of the crop for bagged or loose produce, but [also] looking for alternative uses for those that don't make the grade — i.e. pre-prepared produce (a growing trend), ready meals and soups."
So what's driving the interest? The European Union relaxed strict rules governing the sale of imperfect fruit in 2009. But Tristram Stuart, a food waste activist with the group Feeding the 5000, says growing consumer awareness was also crucial.
"Supermarkets will cater to what public demand requires," he says. And, he notes, "there are not a lot of environmental measures out there that are going to save you money, but stopping wasting food is one of them."
And consumers will scoop up these tasty uglies when they know the story behind their unfortunate looks, says Waitrose spokesperson Jess Hughes.
"We always find these products are popular with customers — they always sell well," Hughes tells The Salt via email.
For now, there appear to be limits to just how much imperfection retailers will take.
"The experience of retailers in the U.K. is that customers naturally select, they always pick the cream of the crop," Ejaz says.
And even Intermarche has said its promotion of inglorious produce can only be occasional, as problems with suppliers occur.
Nonetheless, the fever is also making the leap across the pond: In Canada, Safeway is experimenting with "misfit produce" displays. And your local U.S. farmers market might just have "seconds" of peaches, tomatoes or apples for sale. Stay tuned: Plenty of activists stateside are hoping to bring ugly fruit to a supermarket or CSA near you soon.
food waste
Europe