Hy-Vee sells ‘ugly’ produce to reduce food waste

In a move to combat food waste, West Des Moines, Iowa-based Hy-Vee is selling “ugly” produce that normally would go unsold because of not meeting size and shape standards.

In partnership with Robinson Fresh, the Eden Prairie, Minn.-based produce giant, Hy-Vee is marketing The Misfits brand of misshapen fruits and vegetables, which has the tag line “Imperfect produce is perfectly delicious and nutritious.”

“The beauty of this program is that the produce tastes the same and is of the same high quality; it just looks different,” John Griesenbrock, Hy-Vee’s vice president of produce/HealthMarkets, said in a press release.