RIO RICO, AZ – Addressing the changing sustainability goals of today’s shoppers, SunFed is debuting its Almost Famous produce program in stores across the nation.

The program aims to use imperfect produce to drive sales and create a destination for produce shoppers while minimizing food waste and bringing consumers exceptional value.

“Sustainability has a changing definition for consumers, and one of those shifting aspects is the desire to find programs that seek to decrease food waste,” Brett Burdsal, Vice President of Marketing, said, in a company release. “We have always used this imperfect produce outlet and have continued to look for ways to maximize output from the farm in terms of production, and find homes for the fruits and vegetables. When we saw that opportunity to start something new and noticed people were responding to reducing food waste, we saw the perfect opportunity to make an actual program on a consistent basis.”

SunFed currently offers a range of imperfect produce items including eggplant, green bell peppers, colored bell peppers, zucchini, cucumbers, and yellow squash, depending on seasonality and availability. The cosmetically-imperfect produce are fresh and have the same consistency and high-flavor profiles that SunFed’s partners have come to expect from the company.

“We don’t see this just as a value-buy and an opportunity to increase sales,” said Vice President of Operations Matt Mandel. “We see this as a movement that will grow and continue. It is an opportunity to change the produce industry for the better, as well as retail for the better.”

The Almost Famous program is available in grab-and-go bags; the program addresses the challenge of selling items in bulk and ensures that the produce is rung up correctly at the register.

“This packaging concept is the best way to tell the story of SunFed’s Almost Famous program and helps retailers differentiate in the produce department,” Craig Slate, VP of Sales, said. “It comes down to the execution, and we have it in spades. SunFed offers an entire merchandising and marketing program that will generate more brand-value for the retailer, while creating opportunities for consumers to purchase produce items that fit into their buying behaviors, sustainability goals, and their budget.”

SunFed’s new program promises to both diminish food waste and make produce available to more people.

“As we continue to see fresh produce move toward the center of the plate, this program is a great strategic way to build on those trends,” said Mark Cassius, Executive Vice President and General Manager. “Whether it's bringing freshness to people of all socio-economic backgrounds that may not typically buy produce, or fulfilling the different needs of a diverse range of shoppers, this program supports our goal of expanding where, and what, we grow as a one-stop shop and true partner for retailers.”

For more on innovative strategies that continue to drive sales and decrease waste, check in with AndNowUKnow.

SunFed