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Food Industry Goes Beyond Looks to Fight Waste


Imperfect Produce ships aesthetically challenged fruit and vegetables to about 9,500 subscribers in and around San Francisco.Credit Jim Wilson/The New York Times

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Millions of tons of food are thrown out or left to rot in fields every year in wealthy nations, simply because they do not meet cosmetic standards set by distributors or supermarkets. Under pressure from anti-waste advocates, the food industry has begun looking for ways to throw away less.

So now, in such cities as Pittsburgh and Paris, some of that imperfect produce has started to find its way into stores. And bargain-hunting consumers, who get a hefty discount for their willingness to munch on too-small apples and blemished oranges, seem to be buying it.


A customer shopped at Fruta Feia, a Portuguese cooperative created to sell imperfect food. The food industry has begun looking for ways to reduce waste. Bargain-hunting consumers seem to be going for the deals. CreditPatricia De Melo Moreira for The New York Times 

I'm happy the industry is looking for ways to throw out less.

It's a whole "ugly fruit" movement!

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