Man fighting to get ‘ugly produce’ in busy grocery stores

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Jordan Figueiredo is on a mission to help lower-income families enjoy fresh produce that would otherwise be thrown away because of cosmetic imperfections.

“We want Walmart and Whole Foods to combat food waste by marketing ugly produce as they do traditional produce using a fun campaign like the French supermarket giant Intermarche did with its “Inglorious Fruits and Vegetables Campaign.” Stores in Europe, Australia, and Canada have started selling not quite “perfect” produce, offering it at an average of 30% off, and it has increased store traffic and total sales. In the U.S. Raley’s has also started a pilot selling ugly produce.”

Figueiredo created a petition, which has already earned over 105,000 signatures.

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