INDIANAPOLIS -- Meijer has started a new effort to reduce food waste and save you money at the same time.
The grocer is now selling "cosmetically challenged" fruits and vegetables labeled "The Misfits" at reduced prices so they don't get trashed.
Misfits produce items will vary week to week based on their availability and are sold at a discount between 20 to 40 percent. Some seasonably-available produce has included apples, bell peppers, lemons, limes and sweet potatoes.
Meijer rolled out the program earlier this month at over 200 of its stores nationwide and customers have already purchased nearly a quarter of a million pounds of fresh, perfectly-imperfect produce.
"Meijer offers more than 600 types of produce, so the Misfits program has been an incredible extension to our overall selection," said Peter Vail, Vice President of Produce, Deli and Bakery for Meijer. "There is an inner beauty of this perfectly-imperfect produce. Our customers have responded well to the products made available through the Misfits program."
The program is part of Meijer's sustainability goals but also coincides with the USDA's goal of reducing food waste by 50 percent by the year 2030. According to the USDA, between 20 and 40 percent of produce harvested each year is thrown away because it doesn't meet accepted standards for store shelves.
"We understand there is produce left in the field because farmers don't think there is a market for it," said Craig Arneson with Robinson Fresh. "With the Misfits program, farmers have an outlet to sell more produce and customers have an opportunity to save money and help reduce waste."
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