Last week, grocer Giant Eagle became the largest supermarket in the United States to start selling ugly produce with its new Produce with Personality program. On Friday, Whole Foods Market announced that they will soon be joining Giant Eagle as the only large supermarket chains in the U.S. selling imperfect produce.
Last year, I started a petition with Stefanie Sacks, Author of What the Fork are you Eating? calling on Whole Foods Market and Walmart to sell ugly produce in their U.S. stores. We received more than 111,000 signatures.
We also spoke to Whole Foods national representatives and connected them to the company, Imperfect, in October. Since then, the two companies have been working together on a pilot to sell branded Imperfect fruits and vegetables.
This isn’t the first ugly produce grocery pilot for Imperfect, which is based in Emeryville, California based. Last June they started a pilot with upscale California and Nevada grocer Raley’s. According to Imperfect CEO Ben Simon they have since discontinued the Raley's pilot.
But the pilot’s end was not for lack of success. “We learned that it led to an overall increase in sales for the products we were selling. For example, we sold conventional pears and Raley's saw increased revenue overall on pears” says Simon. Many grocers have cited the concern that customers would shift their purchases to the cheaper option and that didn’t hold true at Raley’s.
Simon says “we see it as a success story in that regard. Raley's is going through some transitions as a company and the person spearheading the program recently moved on, which caused momentum on the pilot to halt. We applaud Raley's as a pioneer in retail for taking this bold step to be the first to pilot selling ugly produce in retail.”