A week-ago Sunday, John Oliver schooled Americans on he obscene amount of food that we throw away because we don't think the fruits and vegetables are pretty enough. Earlier this week Jordan Figueiredo, founder of @UglyFruitandVeg and Stefanie Sacks, author of What the Fork Are You Eating? launched an online petition calling on Walmart and Whole Foods to sell cosmetically “less than perfect” produce in a fun public campaign in their U.S. stores. In Whole Foods and Wal-Mart Urged to Embrace Ugliness Investopedia reports that:
According to solid waste specialist Jordan Figueiredo and Stefanie Sacks, author of What the Fork Are You Eating?, French supermarket Intermarche launched an "Inglorious Fruits and Vegetables Campaign" last year to sell imperfect produce at a slight discount, while Loblaw Companies -- Canada's largest food and pharmacy retailer -- did the same here in North America. Other companies in Europe, Australia, and Canada are following suit, offering the "uglies" at an average of 30% off. Undoubtedly, there is resistance to selling produce that does not meet certain standards. Consumers have become so accustomed to seeing only row after row of perfect produce on shelves. Spoilage can also be costly for retailers. At Wal-Mart, some 56% of its $130.7 billion in fiscal 2015 net sales came from groceries, while perishables accounted for two-thirds of the $14.2 billion in total sales at Whole Foods last year. Cutting down waste remains an imperative for both. But a discount for imperfection would go a long way toward encouraging many people to overlook blemishes, and both companies have strong incentives to offer even more products at lower prices.
Just how much of a discount would Americans need to buy ugly fruit? In other Walmart headlines: Wal-Mart Warns Its Suppliers Over Labeling Laws. Jeff Hess: Have Coffee Will Write.

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