Terri and I were on a Destination Assessment assignment a couple years ago when we stumbled upon a Farmer's Market. I was instantly drawn to one vendor that was offering his best produce...along side his "worst" (click on image to enlarge).
I asked him which sold out first. He laughed and said, "the ugly ones."
Indeed, over a fourth of all produce in this country is thrown out because it's deemed not "pretty" enough for a grocery store or restaurant to purchase. That's billions of pounds of food waste and billions of dollars lost.
But a new initiative at Hy-Vee grocery stores is hoping to reverse that trend. Called "Misfits," Hy-Vee is taking a page from the playbook of our Farmer's Market friend and offering "ugly" fruit and veggies at 30% off.
And, that's good for all of us.