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Starting today, the UK supermarket chain, Waitrose, is launching a new project that will promote the sale of less-than-perfect seasonal fruits and vegetables, in addition to their standard produce. They will be offered at a discounted rate, 50p to £1 off from the original price, and marketed as being ideal for use in cooking. Supermarkets have long been criticized for only wanting to buy and sell totally unblemished products, a stance than has furthered farmer's efforts to produce hearty produce, sometimes at the expense of flavor or through an increase use of pesticides. With the new plan, not only will more produce be used, but consumers will gradually be introduced to the idea that not ever apple or tomato is always perfectly round or perfectly red.
Think of it as shopping at a discount store where the products have tags indicating that there is a manufacturer's defect, like a small run in the side or a crimp in the hem, because the principal is similar. The quality of the product will be the same, if not better, but the goods will not be quite as pretty. The range will include will include year-round fruits like rhubarb and Bramley apples, in addition to seasonal plums, cherries, pears and berries.
Not every strawberry can be without a slightly smushed edge from shipping nor can every pear be perfectly pear shaped. With a discount as incentive, Waitrose is hoping that its customers will see those things, too.
