Why supermarkets want to sell you ugly fruits and vegetables

Perfect-looking apples and potatoes have already enjoyed their moment in the sun — at least if food-waste activists have their way.

Several U.S. retailers have begun to sell “ugly” fruits and vegetables in response to customers’ concerns about produce that may be discarded when it doesn’t meet retailers’ standards.

Wal-Mart WMT, +0.63% announced in July it would sell a brand of apples called “I’m Perfect” at 300 stores in Florida. The apples have some cosmetic problems, such as being misshapen or having blemishes on their skins, but are nutritionally the same as other apples and are sold at a discount.

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