It's what on the inside that counts—even when we're talking about shopping for produce.
Walking into a Whole Foods Market is like walking into a health foodie's paradise, filled with brightly colored fruits and vegetables, aromatic fresh scents, and samples far beyond a basic cube of cheese. But this popular (and slightly overpriced) grocery store may be reducing that beloved beauty in hopes to decrease food waste—with some added benefits that will appeal to our bank accounts.
Whole Foods will begin sourcing "ugly" food by partnering up with Imperfect Produce, a California-based company that delivers cosmetically-challenged fruits and vegetables to consumers. Typically grocery stores reject the less attractive fruits and vegetables since consumers are less likely to pick out the bruised, oddly-shaped, and discolored produce. This kind of frequently unnecessary rejection has led to more than 133 billion pounds of food waste in the US every year.
In efforts to change the 31 percent of food going uneaten in the U.S., Whole Foods will start testing this program in select Northern California stores by selling the flawed produce at a lower price around the beginning of April. With hopes for the program to eventually expand to all Whole Foods throughout the country—and change the aesthetic expectations consumers have when buying produce—this could help make a big difference in reducing food waste problems.
While other countries like France have had huge success with programs like these, the United States is just jumping on the bandwagon with supermarkets like Raley, Giant Eagle, and now Whole Foods selling imperfect, perfectly-nutritious fruits and veggies at a discount. So, if you've been avoiding Whole Foods because of the prices, then this could be your chance to dive in without breaking the bank. And for more smart ways to save, check out these 17 Simple Ways to Save $255 a Month on Groceries!