Cosmetically-challenged produce offered to help customers save

Cosmetically-challenged but perfectly good produce offered under the "Misfits" brand for a reduced price.

WTVG - Meijer has found a perfectly-imperfect fit for customers interested in reducing food waste and sacrificing aesthetics for savings.

Misfits produce as its known helps connect shoppers to tasty but cosmetically-challenged fruits and vegetables at a reduced price, according to a release from the retailer.

Delivered daily to 235 Meijer stores across the Midwest, the packaged fresh produce may be discolored, scarred or odd-sized, but offers the same taste, freshness and quality of other produce the retailer carries.

The Misfits program rolled out at all Meijer locations earlier this month, and customers have already purchased nearly a quarter of a million pounds of fresh, perfectly-imperfect produce.

“Meijer offers more than 600 types of produce, so the Misfits program has been an incredible extension to our overall selection,” said Peter Vail, Vice President of Produce, Deli and Bakery for Meijer. “There is an inner beauty of this perfectly-imperfect produce. Our customers have responded well to the produce made available through the Misfits program.” Launching this program chain-wide complements Meijer’s sustainability goals, which supports the USDA’s goal of reducing food waste by 50 percent by the year 2030.

Misfits produce items vary week to week based on their availability and are sold at a discount of
between 20 to 40 percent; some of the seasonably-available produce has included apples, bell
peppers, lemons, limes and sweet potatoes. Customers should look for prominently displayed Misfits
bins and signage in the produce section of their local Meijer store.