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The New York Times has an interesting piece about the market for imperfect produce. An excerpt:

"'We find that it is really easy to convince people when they realize they can pay a fraction of the price to get the same kind of taste and health,' said Ron Clark, the chief supply officer for Imperfect Produce, a San Francisco Bay Area start-up that has been selling what it calls 'cosmetically challenged' fruit and vegetables for the last six months. 'Once one person is convinced, it doesn’t take much to get them to convert others'."


"In some parts of the Bay Area, where farmers’ market shopping is the norm and a $10 heirloom tomato hardly raises eyebrows, the notion that produce can be slightly discolored or oddly formed hardly seems like a tough sell. But Mr. Clark and his colleagues have not had an easy time of convincing mainstream supermarkets that their produce should fill the aisles."

You can read the entire story here.
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