A bunch of misfit vegetables won’t win any blue ribbons for their looks.
These are the misfits that would normally never make it to grocery store shelves.
But a new campaign is striving to take these ugly, previously unloved vegetables and put them in the spotlight and in front of consumers.
After all, a cucumber shaped like a steering wheel or a sun-scalded pepper taste just as good as their more attractive counterparts.
A new food store opens in Regina Thursday and will test market those misfit fruits and vegetables.
Mike Meinhardt is the marketing manager for RedHat Co-op, a group of greenhouse vegetable growers near Medicine Hat, Alberta.
Last year his group launched a food waste reduction program to sell funny looking or misfit cucumbers, tomatoes, lettuce and eggplant at a discount.
He says the program has been successful and a new Save on Foods in Regina opens Thursday to sell the unusual produce.
Meinhardt says consumers can save 30 to 50 per-cent by purchasing deformed or funny looking vegetables and fruits.
The Misfits pilot project, which kicked off in southern Alberta, aims at putting that produce in front of customers and letting them decide if looks do matter, while, at the same time, bringing the issue of food waste into the spotlight.
Each year, about six billion pounds of food is thrown away in Canada — about 200 pounds for each man, woman and child.
About 50 per cent of that is done in the home, 10 per cent in restaurants and another 10 per cent from the producer level.