Church Brothers activates #ImperfectVeg Program

Church Brothers 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, in a nutshell, is to sell edible fresh produce items that were previously discarded or not harvested and rotated back into the soil due to not meeting industry standards for cosmetic attributes, according to the company.

“The trend is going viral in the foodservice sector due to the Compass Group helping tell the #IDP story and build awareness with restaurant operators, chefs and consumers,” said Vince Ballesteros, Church Brothers vice president of business development. “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 Brothers will display its #ImperfectVeg product line at PMA Foodservice Expo in booth 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.

“It’s a win-win for all involved,” Tuggle said. “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.”