Shoppers Food & Pharmacy latest to launch Misfit produce

Produce supplier Robinson Fresh announced that Supervalu’s Shoppers Food & Pharmacy would be the latest retailer to sell Misfit “ugly” produce.

Misfit produce is sold at an average 30% discount over conventional fruit and vegetables.

A rotating selection of offerings includes four to six seasonal items each week.

“It’s important to our company and it’s important to our customers that we find sustainable business solutions at a lower cost,” Mike Patterson, Shoppers Food & Pharmacy director of produce, said in a press release. “We’re still providing consistent quality and taste, but these vegetables might look a little different than what’s normally on our shelves.”

Associated Food Stores began selling Misfit produce about a year ago, and Hannaford Supermarkets started a Misfit pilot in May.

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