One million pounds of “imperfect” produce has hit the shelves at Hy-Vee Inc., West Des Moines, Iowa.
The 240-plus store chain says it has marketed more than a million pounds in its Misfits program in January.
“We are thrilled that Misfits fruits and vegetables have been so well received by our customers in such a short time,” said John Griesenbrock, vice president of produce/HealthMarkets at Hy-Vee, in a news release. “This volume of food waste diversion is an encouraging sign that Hy-Vee’s focus on educating consumers about food waste issues around the world is having a positive effect, and we are excited to build upon these efforts going forward.”
Misfits, offered by Eden Prairie, Minn.-based Robinson Fresh, offers four to six items to stores weekly to be sold at an average of 30% discount. Items include peppers, cucumbers, squash, apples and tomatoes -- and others, depending on seasonal availability.
“We have found Hy-Vee to be a rewarding collaborator for the Misfits program,” said Jim Lemke, president of Robinson Fresh, in a news release. “One million pounds of produce saved from landfills is no small feat, and we are pleased to help provide a program that is beneficial to both consumers and retailers alike.”