Nature Fresh Farms starts imperfect produce program
A Leamington, Ontario, company is trying a new way to recoup losses of perfectly delicious and nutritious produce that’s just not pretty enough to pass inspection by the quality control team.
Nature Fresh Farms has launched a Waste Me Nots program to sell that imperfect produce, which will reduce the wasting of tomatoes, peppers and cucumbers, according to a news release.
Produce that’s bent or sized smaller than what customers want maintains the same nutritional value and flavor as the perfect-looking counterparts.
“By creating this program, we are helping our retailers with a ready-made waste reduction alternative,” Ray Wowryk, director of business development, said in the release.
Since volume of this type of product is not predictable, the program cannot be guaranteed to supply specific quantities. But company leaders said this unpredictability is outweighed by the quality and freshness that’s worth rescuing and sharing with consumers, making the most of all the product that’s grown.
“Sustainability is at the center of everything we do at Nature Fresh Farms. Not only does this encompass our packaging and growing processes but also that the food we grow gets utilized completely,” Matt Quiring, director of sales, said in the release.
Besides reducing waste, the Waste Me Nots program better serves price-focused shoppers looking for quality at a discounted price and helps retail partners gain more sales to the category, he said.
This program furthers the company goal to offer more cost-effective options to consumers and return the focus to the taste and freshness of the produce, rather than solely the look of it.
