Internationally, some retailers are taking a different approach by marketing and selling ugly fruits and vegetables to consumers, often at a discounted price. Some retailers are implementing food recovery programs to divert this food to food banks and food pantries. This figure does not take into consideration additional losses of edible food that was discarded between the farm and the retailer. In 2014, it was estimated by the USDA that nearly 1/3 of edible and available food in the United States was wasted by retailers and consumers, totaling or 133 billion pounds.
In the United States, food waste costs restaurants and retail operations $30-40 billion per year and $20 billion in the farming and food processing operations, according to data provided by the EPA’s Food Recovery program. This works to address larger issues like food waste and its associated economic losses. In an effort to change the way that we treat “ugly” produce, retailers, farmers markets, and consumers around the world are embracing less-than-perfect produce. Produce that is edible, but not up to par cosmetically, all too often ends up in a landfill. To meet these expectations, farmers and retailers reject produce that does not meet these visual qualities.
Shoppers expect to find carrots that are long and straight, tomatoes that are perfectly round and red, and apples that are shiny and blemish-free. Grocery retailers demand produce that looks attractive on the shelf because they know customers will select the best-looking items to purchase.
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