Raley’s to offer imperfect produce at discount to reduce food waste

Raley’s announced Thursday that it will sell “aesthetically challenged” produce at a discount, a move aimed at reducing food waste.

Saturday’s rollout will not involve any of the chain’s stores in Stanislaus or Merced counties, but the idea brought mostly praise on The Modesto Bee’s Facebook page.

“I would absolutely buy ‘blemished’ produce to help reduce food waste,” Jilian Sullivan said. “I buy produce to eat, not put on display. ... I think Raley’s is taking a step forward and hope other grocers follow that lead.”

Raley’s, based in West Sacramento, said it is the first major grocery chain in the nation to launch such a promotion. The produce will be marketed under the Real Good label at 25 percent to 30 percent less than unblemished items.

“While the Real Good produce may be uniquely shaped, sized or colored, you can also count on it having that great Raley’s flavor and quality – at great low prices,” Meg Burrit, director of wellness and sustainability at Raley’s, said in a news release.

The launch will be at 10 stores, including the one on Morada Lane in Stockton and several in the Sacramento area. Raley’s is partnering with Imperfect Produce, which is based near Oakland and works to reduce food waste.

About 30 percent of produce is lost as it moves from farm to packer to retailer, according to the Natural Resources Defense Council. Much of it is due to cosmetic defects that do not diminish taste, nutrition or safety, advocates for change say.

“If you think about it, the scars and blemishes do not affect the meal’s outcome anyway,” Kari Black posted on Facebook. “How could a scar ruin the flavor or integrity of the produce? I think it’s a great idea. Should have been doing this all along!”

Jessica Paddack was not sold: “I purposely do NOT buy ugly produce. I don’t care (about) the price. I want it to look AND taste good.”

A few people suggested that Raley’s donate the food to programs for hungry people, something the company already does.

Ben Simon, chief executive officer of Imperfect, said the venture “is thrilled to be partnering with Raley’s to bring ugly produce to their customers. We expect folks to see that even the fruits and vegetables that look a little wonky on the outside still have just as great quality and taste. At the end of the day, it is what is on the inside that counts.”

This story was originally published July 9, 2015 at 6:36 PM with the headline "Raley’s to offer imperfect produce at discount to reduce food waste."