Church Bros. #ImperfectVeg program reduces food waste and water usage
Church Bros. #ImperfectVeg program reduces food waste and water usage
Church Bros. is activating a new program to help reduce food waste and water usage; the company is calling its part of this emerging food trend #ImperfectVeg.
The idea is to sell edible fresh produce items that were previously discarded or not harvested and rotated back into the soil because they did not meet industry standards for cosmetic attributes.
Vince Ballesteros, Church Bros. vice president of business development, with a box of #ImperfectVeg.
“The trend is going viral in the foodservice sector due to the Compass Group helping tell the [Imperfectly Delicious Produce ] story and build awareness with restaurant operators, chefs and consumers,” Vince Ballesteros, Church Bros. vice president of business development, said in a press release. “We are seeing more support and requests for these edible and nutritious fresh produce items and we’re working with our distribution partners to make the introduction and implementation of these products is successful."
Kori Tuggle, vice president of marketing, said this emerging trend is a gift to the produce industry and its growers.
“Ideally, if we are able to educate chefs on what they are receiving, the #ImperfectVeg could be more acceptable with the foodservice sector as consumers choose off a menu description; compared to at retail where shoppers buy with their eyes,” Tuggle said.
Church Bros. will display its #ImperfectVeg product line at PMA Foodservice Expo in Booth No. 23. The items include direct field-packed Romaine leaves and cauliflower; value-added broccoli fines, a by-product of florets and second-crop baby kale, baby chard and clip spinach.
“We are starting with a small number of items to trial first with the direction of Compass Group," Ballesteros said in the release. "Once we receive feedback, we will evaluate where there is opportunity to improve and expand the product list.”
Tuggle said, “It’s a win-win for all involved. Growers, foodservice operators and chefs benefit from the halo effect of the product’s story, and consumers want to do their part in helping reduce food waste and eat vegetables that use less water to grow.”
