For fresh produce marketing in Australia and New Zealand
Liam O’Callaghan


Coles to sell ‘ugly’ produce

Australian retailer announces new programme to reduce food waste

Coles to sell ‘ugly’ produce

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Unattractive fruit and vegetables are set to be sold at reduced prices by Coles, as the Australian supermarket chain attempts to reduce its food waste.

The new programme, called ‘I’m Perfect’, is being trialled in Victoria and South Australia and will see bags filled with produce featuring cosmetic flaws.

The range will include 2kg bags of apples, pears, onions and sweet potatoes, 1kg bags of lemons, 2.5kg bags of carrots and 3kg bags of oranges.

Brad Gorman, Coles’ general manager of produce, is confident customers would be able to overlook the visual differences to regular produce.

 “Our customers know that regardless of shape, size or any small cosmetic blemishes, Coles produce is fresh and bursting with flavour,” Gorman said.

“So when we were thinking how to package produce that looked a little less than perfect, we thought we’d celebrate the fact that great-tasting fruit and veggies come in all shapes and sizes.”

“The I’m Perfect range will introduce our customers to millions of pieces of fruit and veg that they may otherwise never have met.”

The trial has already been well received by suppliers such as Adelaide Hills apple grower, Tony Ceravolo.

“It’s a win-win-win,” Ceravolo said, “a win for customers, a win for us and a win for reducing food waste.”

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