Getting enough fresh fruits and vegetables to eat can be a hit or miss prospect in Cleveland's “food deserts” where full service grocery stores are hard to come by. At the same time, an astounding amount of produce and other food in the United States – more than 30 million tons a year – ends up in landfills.
A fourth-generation fruit-and-vegetable wholesaler in Cleveland is taking on those incongruities with a program designed to assist low-income families while tackling food waste.
Forest City Weingart Produce Co.
has begun selling, at cost, fruits and vegetables that come through its warehouse every week that are totally healthy but cosmetically flawed – an eggplant with a scar, a dimpled orange, the oddly shaped tomato. The "Perfectly Imperfect
" endeavor is a unique effort by which the wholesaler is packaging imperfect produce for purchase on a small scale for individuals, says Ashley Weingart, the company’s director of communications and community outreach.
It’s also part of a growing push across the country to save misshapen yet completely edible food from the dump. Writer Jordan Figueiredo has a social media campaign to promote the ugly produce movement on Twitter @UglyFruitAndVeg
, and on Facebook
“We see an opportunity to reduce food waste and help get more fruits and vegetables to the population that can’t afford them,” says Weingart as she assembles boxes of imperfect cantaloupes, green peppers, potatoes, eggplant, zucchini, cucumbers, lemons and mangos.
“We want to bridge the gap between all the food waste that exists in our country and to help the community around us,” she adds. “We feel like we have the obligation and the opportunity to help.”
Perfectly Imperfect sells the produce medleys every Friday. A 15-pound mixture goes for $15 or get 30 pounds for $25 at 4000 Orange Ave in Cleveland (call ahead to order at 216-881-3232). Shoppers also can sign up to have boxes delivered to their homes ($7.50 within the city, $10 elsewhere in the county and $15 for surrounding counties). The program is open to all.