Nature Fresh Farms Launches New Program for Its Imperfect Produce
LEAMINGTON, ON - Tackling food waste may be a longstanding challenge in our industry, but as challenges arise, so do unique solutions and innovations. Nature Fresh Farms has revealed its latest strategy to take on this obstacle, as it has announced the launch of the Waste Me Nots program, a loss-conscious program that centers around selling the grower’s imperfect produce in order to reduce food waste.
“Sustainability is at the center of everything we do at Nature Fresh Farms. Not only does this encompass our packaging and growing processes, but also that the food we grow gets utilized completely,” explained the Director of Sales, Matt Quiring. “The Waste Me Nots program helps us to reduce waste while allowing us to better service the price-focused shoppers looking for quality tasting products at a discounted price and let our retail partners bring in some incremental sales to the category.”
The Waste Me Nots program was created to leverage Nature Fresh Farms’ tomatoes, cucumbers, and peppers that fail to meet the criteria of its Quality Control team, according to a press release.
This program puts these unique pieces of produce, typically naturally bent or slightly smaller in size, into the spotlight to give shoppers increased access to nutritious foods. After all, though they may look a little different on the outside, the same nutritional value and delicate flavor are still packed inside.
‘We believe it’s important to ensure that nutritious and delicious produce does not go to waste,” noted Ray Wowryk, Director of Business Development. “By creating this program, we are helping our retailers with a ready-made waste reduction alternative.”
The Waste Me Nots program is a way to bring more cost-effective fresh produce options to consumers and bring their focus back to the taste and freshness of the offerings and not just the exterior. The program is not guaranteed to supply specific quantities, as this type of volume is not predictable, but Nature Fresh Farms’ dedication to quality and freshness drives it to make the most of all the products it grows.
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