New program for grower’s imperfect produce

A recent loss conscious program focuses on selling Nature Fresh Farms imperfect produce to reduce food waste.

The Waste Me Nots program was created to leverage Nature Fresh Farms’ tomatoes, peppers and cucumbers that don’t meet the criteria of its Quality Control team. As most greenhouses hope to grow flawless quality produce, some product grows to be naturally bent or smaller in size. Although unique in shape and size, these vegetables still have the same nutritional value and flavor as their perfect counterparts. Nature Fresh Farms wants to put these pieces of produce in the spotlight, creating more of an opportunity to fight waste and give shoppers further access to nutritious foods.

“We believe it’s important to ensure that nutritious and delicious produce does not go to waste,” said Ray Wowryk, director of business development. “By creating this program, we are helping our retailers with a ready-made waste reduction alternative.”

The Waste Me Nots program was created to leverage Nature Fresh Farms’ tomatoes, peppers and cucumbers that don’t meet the criteria of its Quality Control team.

Since volume of this type of product is not predictable, the program cannot be guaranteed to supply specific quantities and will depend on the product grown. However, Nature Fresh Farms feels the unpredictability is outweighed by the fact that its quality and freshness is worth rescuing and sharing with consumers, making the most of all its product grown.

“Sustainability is at the center of everything we do at Nature Fresh Farms. Not only does this encompass our packaging and growing processes but it also ensures the food we grow gets utilized completely,” said Matt Quiring, director of sales. “The Waste Me Nots program helps us reduce waste while allowing us to better service the price-focused shoppers looking for quality tasting products at a discounted price and let our retail partners bring in some incremental sales to the category.”

Nature Fresh Farms wants to bring more cost-effective options to consumers and bring the focus back to the taste and freshness of the produce, not solely the look of it. It hopes to break the cycle of imperfect food waste by offering discounted misshapen vegetables that there would normally not be a market for and expand the consumer’s knowledge of the type of produce they purchase.

Freshplaza.com

Publication date: Wed 14 Apr 2021