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Associated Food Stores Offers ‘Misfit’ Robinson Fresh Produce

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Last updated on October 5th, 2015 at 09:28 am

Available now, and just in time for Halloween, select Fresh Market, Dan’s and Macey’s locations—all banners of Salt Lake City-based Associated Food Stores—will sell produce that’s best described as odd or misshapen. Robinson Fresh and local grocers endearingly refer to this selection of produce as “Misfit.”

Misfit produce will be sold at a discount, an incentive for guests who care less about looks and more about value. The pros of buying Misfit produce goes beyond cost—it’s also more sustainable. In the past, unusually shaped produce was typically thrown away, contributing to food waste.Misfit 2

“Robinson Fresh is proud to collaborate with retailers who are helping to combat food waste and raise awareness about this growing issue,” said Drew Schwartzhoff, director of marketing at Robinson Fresh. “Our hope is that through Misfits we can change the way that the world views imperfect fruits and vegetables.”

Misfit 3Several different factors affect the appearance of fruits and vegetables. Inconsistent variables during growth, like weather, temperature, water amounts and sunlight, can change the appearance of produce. And, while the appearance may be strange, the taste and quality of the produce is not compromised.

The Misfit produce program will be offered to guests year-round, although the variety of produce will vary depending on the season and availability.

Leigh Vaughn, senior produce category manager with Associated Food Stores, encourages guests to check the Misfit produce area often as the variety will change frequently.

Misfit 4“The Misfit produce area will be a treasure hunt for guests. This week we have six Misfit produce items all at an incredible price—red and green bell peppers, yellow squash, zucchini, mandarins and navel oranges. Next week we’ll be adding avocados and limes into the mix,” said Vaughn.

Misfit produce will be available at the following Associated stores: Fresh Market Park City and South Ogden, Dan’s Foothill and Olympus and Macey’s Provo.

Healthy checkstand opens at Fresh Market in Ogden

In other Associated Food Stores news, the company’s Fresh Market on Harrison Boulevard in Ogden has opened a healthy checkstand featuring fresh produce and healthy snacks to help promote a healthy lifestyle.

Fresh Market partnered with the Weber-Morgan Health Department to create the healthy checkstand. According to its 2014 Center for Health Data, Weber-Morgan has an overweight and obese population of 62.3 percent. Nearly 27 percent of the Weber-Morgan population has been diagnosed with high blood pressure and 8.9 percent with diabetes (vs. Utah’s 24.4 percent and 7.6 percent).

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