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Four in 10 consumers are open to purchasing “ugly” produce, according to a Branded Research poll.

The produce department’s ‘ugly’ secret

Although some fruit and vegetables may look imperfect, there’s plenty of value in flawed produce

It seems that as social media caught wind of how much food is wasted along the supply chain—from farm to table—it’s brought attention to consumers that there might be value in buying the lesser-quality grades of fruits and vegetables that are inherent in growing and selling fresh food.

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