Grocery stores have trained the customer to expect exactly one type of fruit: spotless, according to Citrus Industry. Anyone who grows citrus for a living knows that achieving spotless fruit can be an expensive and time-consuming endeavor.
There is a growing movement in the United States that is pushing back against the idea that fruits and vegetables must be spotless to be worth buying. There are dozens of marketing slogans that celebrate the worth of produce that is not picture-perfect. At the core of this consumer-driven movement is the idea that fruits and vegetables are naturally imperfect.
A few years ago, Tim and Heidi Brown of Brown’s Grove in Sarasota, Florida, started thinking about the amount of time and money they were putting into spraying their citrus trees for common pests and diseases. It added up to a lot more than they liked. They also felt that the amount of spraying needed to keep their citrus spotless wasn’t good for consumers or the environment.