• Celebrate Halloween with Strange and Disfigured Produce
• Unusually-shaped “Misfit” produce now sold in local grocery stores

Salt Lake City, Utah, 2015-9-29 — /EPR Retail News/ — Available now and just in time for Halloween, select Fresh Market, Dan’s and Macey’s locations will sell produce that’s best described as odd or misshapen—Robinson Fresh and local grocers endearingly refer to this bizarre selection of produce as “Misfits™.”

Misfit produce will be sold with an attractive discount, an incentive for guests who care less about looks and more about value. The pros of buying misfit produce go beyond cost—it’s also more sustainable. In the past, unusually shaped produce was typically thrown away, contributing to food waste.

“Robinson Fresh is proud to collaborate with retailers who are helping to combat food waste and raise awareness about this growing issue,” said Drew Schwartzhoff, director of marketing at Robinson Fresh. “Our hope is that through Misfits we can change the way that the world views imperfect fruits and vegetables.”

Several different factors affect the appearance of fruits and vegetables. Inconsistent variables during growth like weather, temperature, water amounts and sunlight can change the appearance of produce. And while the appearance may be strange, the taste and quality of the produce is not compromised.

The Misfit™ produce program will be offered to guests year-round although the variety of produce will vary depending on the season and availability. Leigh Vaughn, senior produce category manager with Associated Food Stores encourages guests to check the Misfit produce area often as the variety will change frequently.

“The Misfit produce area will be a treasure hunt for guests. This week we have six Misfit produce items all at an incredible price—red and green bell peppers, yellow squash, zucchini, mandarins and navel oranges. Next week we’ll be adding avocados and limes into the mix,” said Vaughn.

Misfit™ produce will be available at the following Associated Retail Operations locations: Fresh Market Park City and South Ogden, Dan’s Foothill and Olympus and Macey’s Provo.

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About Robison 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 of 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 or regional and local growers. For more information about Robinson Fresh, visit www.robinsonfresh.com.

About Associated Retail Operations
Associated Retail Operations is a group of corporate stores owned by Associated Food Stores, an independent retailer-owned warehouse based in Salt Lake City, Utah. The corporate stores operate under five different banners: Macey’s, Fresh Market, Dan’s, Lin’s and Dick’s Markets. Learn more about Associated Retail Operations by visiting their websites: maceys.com,freshmarketstores.com, dansfoods.com, linsmarketplace.com, dicksmarket.com. Associated Food Stores can be found at www.afstores.com

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Media Contacts

Associated Food Stores
Public Relations Manager
Sarah Pettit
801.978.8948 desk 801.916.1070 cell
Scpettit@afstores.com

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Odd and misshapen produce now available for Halloween at select Fresh Market, Dan’s and Macey’s locations