03 Oct 2016

Baltimore (Oct. 3, 2016) Robinson Fresh is excited to announce that SHOPPERS FOOD & PHARMACY® grocery stores in Baltimore, Maryland, is now offering a unique line of Misfits™ produce. This line of produce offers customers more fruit and vegetable variety at a lower cost while helping to reduce produce waste.

Misfits, a program provided by Robinson Fresh, helps connect consumers to tasty but misshapen fruits and vegetables at a reduced price. In an effort to curb produce waste due to size and shape restrictions from industry standards, Misfits works with retailers like Shoppers to broaden the size and shapes of produce allowed for sale.


We understand there is produce left in the field because farmers don’t think there is a market for it,” says Hunter Winton, Robinson Fresh general manager of the West. “With the Misfits program, farmers have an outlet to sell more produce and customers have an opportunity to save money and help reduce waste.”

The United Nations estimates between 20 to 40 percent of produce harvested each year is thrown away because it does not meet sizing standards for store shelves. In accepting less cosmetically-pleasing produce on Shoppers’ shelves, the company is also aligning with USDA’s goal of reducing food waste by 50 percent by the year 2030.

“It’s important to our company and it’s important to our customers that we find sustainable business solutions at a lower cost,” says Mike Patterson, Shoppers Food & Pharmacy director of Produce. “We’re still providing consistent quality and taste, but these vegetables might look a little different than what’s normally on our shelves.”

Each week, four to six Misfit commodities are delivered, based on what is seasonally available. Misfits produce is sold on average at a 30 percent discount. All products are of the same taste and quality of typical produce, but may have a little more character than other produce. Robinson Fresh is collaborating with a handful of select retailers who align with the goals of the program. 


About Robinson Fresh®
Robinson Fresh got its start in the produce industry over 100 years ago, providing fresh fruits and vegetables to the settlers of North America. Today, Robinson Fresh is one of the largest produce companies in the world and offers the highest quality products. Robinson Fresh packs-in many well-known private label and consumer brands as well as a full line of conventional and organic produce through a worldwide network of regional and local growers. For more information about Robinson Fresh, visit http://www.robinsonfresh.com.


SHOPPERS® Food & Pharmacy, part of the SUPERVALU family of grocery stores, offers consumers in Baltimore, northern Virginia and Washington, D.C., a full-service supermarket with the finest quality and largest variety of fresh produce, USDA Choice beef, family pack meats, fresh seafood and steamed shrimp, as well as hot foods, salad bars and full-service pharmacies. With over 50 stores in its banner, SHOPPERS targets the price-conscious consumers offering over 30,000 everyday low prices and a commitment to save up to 15 percent or more every day with no card needed. For more information, please visit www.shoppersfood.com