Ugly fruits on the dinner table
The US wants to sell agricultural products, especially twisted or ugly fruits. Causes are many grocery stores and services have started storing and distributing these fruits.
Ugly fruits but valuable
Previously, a small number of consumers are aware of ecological protection has started to buy imperfect and often discounted products, to reduce food waste. Now, buying ugly fruits and vegetables seem to have a fad.
Recently, Walmart, the largest supermarket chain in the US with more than 4,000 stores selling agricultural products such as vegetables have announced that they will sell the apples look not beautiful as usual at 300 stores in Florida. This decision is based on a program of potatoes with bad shape of a large retailer in the UK earlier this year.
Walmart has a global supply chain and great purchasing power of consumers, this combination allows to break the traditional distribution channels and create demand for products which ever less popular.
Shawn Baldwin, vice president of Walmart, responsible for providing global food, agricultural products and flowers wrote on the company blog that because of agricultural produce has ugly shape may appear in any season. They like to have available a system to provide these products whenever harvested.
Walmart is hardly alone in the game of ugly fruits and vegetables. Whole Foods distribution system sold these agricultural products in the past, but did not reach the market on a large scale like Walmart.
Can consumers like this?
To be able to make US consumers buy products with defective shape is not easy. The consumers, especially Americans, have long been used to buy food with nutritional value and attractive shape. That is why foods appear on television and magazine advertising in the United States look like still-life paintings of modern, meticulously sorted to unrealistic levels.
In contrast, the Europeans have been pioneers in the field of food conservation and ugly fruits consumption. Britain has conducted a campaign “Love food hate waste” from 2007 and the European Union has pledged to cut the amount of food waste by half in the next decade.
To persuade consumers to accept ugly products is a tactic being pursued in Europe in order to achieve the above objectives.
Meanwhile, Americans are throwing away millions of tons of food every year. The Natural Resources Defense Council, USA estimates that 40% of food grown and produced in the US is not consumed each year. Fruits and vegetables are waste than any other kind of food, with 52% being rotten, not by consumption.
There are many factors that lead to this waste as some rotten foods before being sold or did not meet the standards of the US Department of Agriculture for the US consumer goods. Retail chains also have guidelines for products put up shelves and these principles are often more stringent than government regulations.
Meanwhile, the food industry has attempted to remove some of the type of products by selling products deformed into inputs for other food processing industry.
“It is still a huge challenge to make people understand that fruits and vegetables have the ugly shape completely edible and it’s good for our planet,” said Evan Lutz, Chief Executive Officer of Hungry Harvest – the company was founded in 2104, specializes in transporting ugly fruits to markets of Mid-Atlantic.Tags: food conservation, ugly fruits, ugly vegetables, vegetables