Kroger's 'Pickuliar Picks'
Brand Encourages Consumers to Buy Wonky Veggies

Shopper Experience

Shopper Experience

19 October
2018

Kroger's 'Pickuliar Picks' Brand Encourages Consumers to Buy Wonky Veggies

In an effort to reduce food waste, the American grocery store chain Kroger is debuting a new ugly produce program called 'Pickuliar Picks.'

(Author : Katherine Pendrill)

Just as the punny name suggests, the program will encourage consumers to pick up some fruits and veggies that might have peculiar physical flaws.

According to Kroger's Senior Innovation Manager Nicole Davis, "Six billion pounds of produce goes unused every year." As a result, the chain is introducing a new brand of produce called Pickuliar Picks that will encourage customers to pick up some of the wonky looking fruits and veggies that might otherwise go to waste. The new brand is part of the company's 'Zero Hunger | Zero Waste Plan,' which aims to change the conversation around imperfect produce and ultimately reduce food waste.

Set to debut in 2019, Pickuliar Picks demonstrates how big brands are starting to tackle the issue of food waste at the retail level.

Source: trendhunter.com

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