Mutant carrot or a coveted part of your next meal? Ugly isn't supposed to be cool. It's not very marketable. And only when ugly takes off its glasses and everyone realizes it was beautiful all along does ugly really become a great story. Well today, ugly is taking center stage and is culturally ripe for success. Pun intended, as fruits and vegetables are the place ugly is starting it's rise.
Over the last several months, ugly fruit fever is spreading. Efforts by Ralph's and WholeFoods have provided cosmetically challenged fruits and vegetables to shoppers at discount prices. Food service companies, such as Bon Appetit Management Co., have also started programs designed to buy up uglies and use them in meals across the country. Even America's largest grocer, Walmart, this week will pilot discount sales of weather-dented apples in 300 of its Florida stores.