Despite doing some pretty dopey stuff, Whole Foods always manages to redeem themselves. This time, redemption comes in the form of a new initiative to end food waste. The super-expensive supermarket is going to start selling “ugly” produce at discounted rates in select Northern California locations beginning in late April. The pilot program is made possible with the help of Emeryville, Ca. based start-up Imperfect Produce which acts as a broker for the flawed fruits and veggies.
A similar initiative was introduced in Raley grocery stores throughout California last year, but the response was not what advocates hoped for. Other countries like Sweden, France, Germany, Austria, Switzerland and the UK have found a way to seamlessly integrate blemished produce, but, not surprisingly, image-conscious Americans have been slower to adjust.