Kroger launches 'ugly' produce brand to limit waste

Kroger’s produce is about to get a little ugly.

The grocer plans to introduce its “ugly produce” brand in stores in early 2019. Pickuliar Picks are “imperfect but perfectly delicious” produce that go unused because of an ugly appearance or size. The produce is perfectly acceptable for human consumption. Kroger officials announced the initiative at the U.S. Chamber of Commerce Foundation’s Food Forward Summit in Washington.

» TRENDING: 7 major moves Kroger made in 2018

The brand is part of Kroger’s Zero Hunger/Zero Waste program, which launched in September 2017. About 6 billion pounds of fruit and vegetables are wasted every year because of below-standard appearance, according to Kroger.

The grocer will still carry other brands of produce, including organic vegetables and fruit.

Kroger is also looking to get rid of single-use plastic bags across all stores by 2025, as part of the company’s sustainability initiatives. About 100 billion single-use bags are thrown away every year, according to environmental experts.

“We listen very closely to our customers and our communities, and we agree with their growing concerns,” said Mike Donnelly, Kroger’s executive vice president.

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Kara Driscoll