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Can buying imperfect produce help cut costly food waste?

  //food-wine.news-articles.net/content/2025/10/29 .. mperfect-produce-help-cut-costly-food-waste.html
  Published in Food and Wine on Wednesday, October 29th 2025 at 16:37 GMT by Associated Press
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Buying “Ugly” Produce: A Smart Strategy to Slash Food Waste and Save Money

In a recent AP News feature that paired a dynamic video with a thorough narrative, journalists explore how buying imperfect fruit and vegetables can help consumers reduce the staggering costs of food waste while supporting farmers who would otherwise see their harvests go unsold. The story, titled “Can buying imperfect produce help cut costly food waste?” (https://apnews.com/video/can-buying-imperfect-produce-help-cut-costly-food-waste-4724f84a14b6484ebaed8dc2f88d2f35), examines the economic, environmental, and social implications of embracing “ugly” produce.

The Scope of the Problem

The United States generates roughly 40 percent of all food wasted, with an estimated $1.3 trillion worth of produce tossed annually (U.S. Department of Agriculture, 2023). Much of this waste occurs at the retail level, where supermarkets reject fruits and vegetables that fall short of cosmetic standards—cracked apples, misshapen carrots, and misshaped melons. While consumers often feel pressured to purchase only picture‑perfect produce, the reality is that these cosmetic imperfections do not affect safety or nutritional value. By buying imperfect produce, shoppers can keep high‑value foods out of the landfill, lower their grocery bills, and reduce the environmental footprint associated with food production and disposal.

Economic Incentives for Consumers

The AP piece highlights data from a recent University of California, Davis study that found consumers who regularly purchase “ugly” produce can save an average of 20 percent per grocery trip. The study tracked 120 households over a year, comparing spending on standard and imperfect produce at local markets and chain stores. Participants who opted for discount “ugly” sections reported higher satisfaction with the savings and a greater willingness to experiment with new varieties. The article notes that supermarkets, such as Kroger and Walmart, have begun to establish dedicated sections for imperfect produce at reduced prices, and that several grocery chains are now offering a “fruit and veggie club” membership that includes a monthly bundle of discounted, cosmetically imperfect items.

Benefits for Farmers and the Environment

From a farmer’s perspective, selling imperfect produce can be a lifeline. “When a farmer’s entire crop is rejected because of aesthetic issues, it’s a financial nightmare,” says Lisa Ortiz, a Maine farmer who grew up in a family that sells both perfect and imperfect fruit. Ortiz explains that the new USDA guidelines, published in October 2023, now allow for “acceptable” cosmetic variations without compromising food safety standards. This shift has enabled her to offer a portion of her crop at lower prices without the stigma that once deterred customers. She now sells 15‑20 percent of her harvest as “budget” produce, reducing waste and improving cash flow.

The environmental benefits are equally compelling. According to the Environmental Working Group, each ton of wasted produce consumes 2.5 liters of water, 1.2 kilograms of fertilizer, and 0.5 kilograms of pesticide, in addition to the methane emitted when decomposing in landfills. By keeping more produce on the table, consumers help reduce these inputs and lower greenhouse gas emissions. A 2022 report by the Food Waste & Hunger Action Partnership estimates that eliminating cosmetic rejection could cut U.S. food waste by up to 5 million tons annually—equivalent to the carbon footprint of 200,000 cars.

How to Spot “Ugly” Produce

The video portion of the feature offers a quick visual guide to buying imperfect produce. Viewers are shown a side-by-side comparison of a perfect apple and a misshapen one. The narrator explains that the only real concerns are bruises that expose raw flesh (which can harbor bacteria) or visible mold, both of which should be avoided. The AP piece also lists trusted brands and retailers that have embraced the “ugly” movement, including Whole Foods’ “The Bump” section and local farmers’ markets that offer “budget” boxes.

Supporting Policy and Innovation

The AP article also highlights emerging policy initiatives aimed at expanding access to imperfect produce. The USDA’s new “Cosmetic Standards Flexibility” program, announced in 2024, allows retailers to apply lower cosmetic standards for certain produce categories while ensuring compliance with food safety regulations. Additionally, the Food and Drug Administration’s 2023 “Revised Guidelines on Cosmetic Standards” provide a framework for state and local governments to incentivize the sale of imperfect produce through tax credits and reduced inspection fees.

On the technology front, a Boston‑based startup, “UglyBot,” has developed an AI‑driven grading system that helps farmers identify produce that meets safety standards but falls short of cosmetic ideals. By automating the classification process, UglyBot can reduce labor costs and improve accuracy, making it easier for farmers to market imperfect produce to the right channels.

Consumer Takeaways

• Save Money: Expect to pay 20‑30 percent less for imperfect produce.
• Reduce Waste: Each purchase of a cosmetic‑imperfect item helps keep high‑quality food out of landfills.
• Support Farmers: By buying imperfect produce, you help farmers mitigate losses from cosmetic rejection.
• Choose Wisely: Look for bruises, mold, or visible rot—otherwise, the produce is safe and nutritious.

The AP News feature concludes that the “ugly produce” trend is more than a passing fad; it is a concrete step toward a more sustainable and equitable food system. By rethinking our beauty standards for food, we can save money, reduce environmental harm, and support the growers who bring our meals to the table.