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Brett Burdsal on SunFed's Almost Famous Program
"We're offering fresh product that may not look perfect"
In January of this year SunFed launched its Almost Famous program. Even though the brand name itself has existed for many years, it has a modern take in line with current events and food trends. The produce includes ‘Veggies with Character’ and embraces the fact that Mother Nature sometimes expresses herself differently, but what she grows is still fresh and delicious. “It’s going extremely well. We’re very excited about it and the reception that it’s had,” Burdsal said, “and we’re continuing to look at how we can expand it into other items. We’re offering consumers fresh product even though it may not look ‘perfect’. What’s more it allows them to save a little bit of money on fresh produce.”
Allows growers to utilize entire crop
Consumers have been conditioned to expect perfect produce, but selling ‘ugly’ fruit is a big benefit to growers and consumers alike. “We think for the retailers it allows them to introduce a product to an audience that maybe wasn’t buying it before, maybe for economic reasons, Brett said . “For growers it allows them to utilize the entire crop. In a tight margin industry that goes a long way. We haven’t seen it take away dollars from other items in the produce department; overall it has been a plus. For us we feel the more people you can get eating produce the better it is for all of us.”
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