I Don’t Care About Spots on My Apples: A Case for Imperfect Produce

As consumers we’ve become accustomed to seeing perfectly uniform blemish-free fruits and vegetables at the grocery store. But while aesthetically pleasing produce may be desirable, the reality is that focusing on looks alone leads to a shocking amount of food waste. The truth is, I don’t care about spots on my apples – and neither should you.

Up to 40% of food grown in the U. S. estimates from the Natural Resources Defense Council that is not eaten. Produce is the main culprit, with stores rejecting shipments because they don’t meet strict standards for how they look. Fruits and vegetables are thrown away if they are misshapen, discolored, or have small flaws on them. This imperfect food is left in fields or sent to landfills, even though it can still be eaten.

The environmental impact of this waste is staggering. The largest amount of solid waste in the U.S. is food waste. S. landfills, where it generates methane, a potent greenhouse gas. Growing food that hasn’t been eaten wastes the water and energy that went into making it.

Meanwhile, 1 in 8 Americans face food insecurity, lacking consistent access to adequate nutrition. The juxtaposition between the bounty of edible food being discarded and the number of families struggling with hunger highlights a disturbing paradox.

Why the Focus on Flawless Looks

The trend toward unattainable produce perfection is driven largely by retailers. Produce departments play a big role in shaping consumer perceptions and shopping habits. Brightly lit shelves stacked high with pristine identical fruits and vegetables send the message that anything less than gorgeous won’t do.

Retailers enter into cosmetically-based produce contracts with suppliers. These contracts, which may account for up to 75% of produce sold, specify allowable sizes, colors, shapes, and blemishes. Suppliers must deliver fruits and vegetables that adhere to these standards or risk getting rejected and losing the sale. With little choice but to comply, growers end up trashing or leaving behind edible, nutritious produce that doesn’t make the cosmetic cut.

Big supermarket chains argue that their high produce standards meet consumer demand and prevent spoilage. But research suggests otherwise. Surveys indicate that shoppers actually prefer more variety and options that include some minor flaws over perfectly uniform produce. And occasional scars or spots do not affect the nutritional quality or shelf life of fruits and vegetables.

Rethinking Our Approach

Several initiatives aim to shift perspectives and practices around edible food that would otherwise get discarded based on looks. Many advocate for a common sense approach that focuses on flavor, freshness and nutrition rather than cosmetic perfection.

Grocery stores: More and more supermarkets are lowering their standards for produce and selling “ugly” fruits and vegetables. Whole Foods and Giant Eagle have tried selling imperfect produce at a lower price. At the same time, some small grocery stores have had success selling imperfectly looking food without lowering the price. People are starting to change how they shop now that they know that small flaws don’t affect taste. Grocers can cut down on waste by selling imperfect produce, which also gives customers fresh, cheap options.

Produce Suppliers – Distributors like Robinson Fresh are working to divert surplus produce to food banks and soup kitchens. They are also developing product lines of fruits and vegetables that don’t meet supermarkets’ flawless specs but are perfect for use by restaurants, food service operations and processing companies. This prevents edible food from going to waste while opening up new market opportunities.

CSA Box Schemes – Community supported agriculture programs that offer weekly boxes of seasonal produce present a unique opportunity to utilize imperfect fruits and vegetables. Since CSAs provide a direct connection between farms and consumers, they can include odd-shaped or marked-up produce without having to conform to retail standards. CSA customers get the benefit of reduced food waste while enjoying fresh, local produce at its best.

Farmers Markets – Growers selling directly to shoppers at farmers markets have more flexibility to offer produce with quirks. Consumers drawn to farmers markets tend to be more accepting of variations in shape, size, and color when they know it comes straight from the farm. Farmers who transparently sell their edible but less than picture perfect produce help make buyers comfortable with imperfections.

Ugly Produce Subscription Boxes – New companies like Imperfect Foods and Misfits Market are tapping into consumer willingness to purchase cosmetically challenged produce. They offer direct delivery of discounted ugly produce subscription boxes. Purchasing a box helps reduce food waste on farms and puts surplus edible produce to positive use.

I Don’t Care About Spots on My Apples

A pear with a dent, a carrot with an odd shape, or an apple with spots are all minor flaws that don’t change the food’s nutritional value or how it can be used in cooking. Some people think that fruits and vegetables that aren’t perfect may have higher levels of phytochemicals because the plant is trying to fix the damage and protect itself from pests.

It’s time to get over our obsession with produce perfection and focus on reducing food waste. I don’t care about spots on my apples, and you shouldn’t either. Choosing ugly produce is an easy way we can make a positive difference and create a more sustainable, equitable food system. Food is too precious to waste based solely on looks.