Would You Buy Produce That Looks Like This From Whole Foods?

The supermarket is planning to sell "ugly" fruits and vegetables to help battle food waste.

Imperfect Produce
Imperfect Produce

When browsing produce, you may zero in on the reddest tomato or perfectly shaped carrots, but are they the tastiest? Not necessarily. And Whole Foods is hoping that consumers will start thinking that it's what's inside that counts. NPR reports that the chain is testing sales of "ugly" produce at its Northern California stores. 

They've teamed up with Imperfect Produce, a company that specializes in selling boxes of cosmetically damaged or imperfect fruits and vegetables at a discount. The founders created the company after seeing truckloads of perfectly good fruits and vegetables ending up in landfills simply because they weren't pretty enough. 

There's been a growing movement to embrace "ugly" foods and avoid waste. A change.org petition reached more than 111,000 signatures for Whole Foods to sell ugly produce, and the chain Giant Eagle recently launched a "Produce With Personality" pilot program to sell cosmetically challenged produce at 20 to 25% off. And Hungry Harvest, a company similar to Imperfect Produce, received a $100,000 investment on Shark Tank in January.

Whole Foods already buys blemished products for use in its juices and smoothies, but this will be the first time the chain will sell them in its produce section. According to USA Today, the test program will begin in late April. And since the average American household wastes $640 worth of food every year, embracing the ugly may save you some serious cash — and avoid piling up landfills with perfectly good food.