Whole Foods pilots 'ugly' produce

Whole Foods pilots 'ugly' produce

Whole Foods Market is testing out an “ugly” produce program sourced by Imperfect Produce at 11 stores in California, according to the vendor’s founder and CEO Ben Simon.

The retailer’s new Santa Clara store, opening July 26, is one of the locations in the pilot.

“Historically, small, misshapen, or otherwise cosmetically-flawed produce never makes it to market, but Bay Area startup Imperfect Produce and Wh

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