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CAN: A Home for Ugly Veggies

CAN: A Home for Ugly Veggies

For years, the ugly ducklings of the harvest gathered by Alberta’s Red Hat Co-op—crooked cucumbers, scarred and mottled tomatoes and sunburnt peppers—were shipped to the dump or sold to Hutterite colonies at cost. Hundreds of pounds of perfectly tasty produce bypassing the market, all because it wasn’t pretty enough for retail shelves. This fall, the growers decided the discard pile deserved a shot at the shelves. The co-op rebranded less-than-pretty produce as “The Misfits” and started selling them at a discounted price at 11 grocery stores on a trial basis. “When you’re growing vegetables, you just hate to see stuff thrown out, especially stuff that you know there’s nothing wrong with it,” says Albert Cramer, a Red Hat member. All 11 stores have been selling out of the disfigured crop marked at a 30% discount. (Source: globeandmail.com)