Jenna Ladd | February 9, 2017
Iowa’s Hy-Vee supermarket chain announced a new initiative to reduce food waste last month.
The employee-owned corporation began offering “ugly” produce in nearly all of its 242 stores in mid-January. “Ugly” produce are those vegetables and fruits that typically are not sold at market due to industry size and shape preferences. Hy-Vee partnered with Robinson Fresh to offer its original line of Misfits® produce. Depending on what is available seasonally, four to six Misfits® produce items are delivered to Hy-Vee stores where shoppers can purchase them at a discounted price. The program’s produce offerings include peppers, cucumbers, squash, tomatoes and apples, among other fruits and vegetables. On average, consumers can expect to pay 30 percent less for the “ugly” items.
John Griesenbrock is Hy-Vee’s vice president of produce/HealthMarkets. He said, “As a company with several focused environmental efforts, we feel it’s our responsibility to help educate consumers and dispel any misperceptions about produce that is not cosmetically perfect.”
The company’s press release notes that a movement to reduce food waste through the purchase of less-than-perfect produce has spread across Europe and is picking up steam in the U.S. The United States Department of Agriculture (USDA) estimates that 30 to 40 percent of the U.S. food supply goes to waste. Food waste makes up the vast majority of waste found in municipal land fills and quickly generates methane, which is a greenhouse gas that is 84 times more potent than CO2 during its first two decades in the atmosphere.
Hy-Vee’s Misfit® program supports the USDA and U.S. Environmental Protection Agency effort to achieve a 50 percent food waste reduction nationwide by 2030.
“We understand that there is product left in the field because farmers don’t think there’s a market for it,” said Robinson Fresh general manager Hunter Winton. He added, “With the Misfits program, farmers have an outlet to sell more produce and customers have an opportunity to save money and help reduce waste.”