Ugly fruit and vegetables can now be sold in Quebec

The Quebec government will now allowmisshapen fruits and vegetables to be sold in stores and markets, a move officials say will giveQuebecersmore choice andreduce food waste.

• Ecofriendly cold-pressed juice line gives ugly produce a second chance
• Imperfect groceries can make perfect sense for budget shoppers, Loblaws program bets
• Ubifood app aims to curb food waste in Montreal

Previously, Quebec regulations barred stores fromselling produce with abnormal physical characteristics. Minister of AgriculturePierreParadissaid thoserules aren'trelevant anymore, adding hethinksthischange will better meetcustomer demand.

"Everyone's a winner," Paradis said. "Businesses can diversify what they offer and farms will have the chance to sell a larger portion of their harvest."

Food policy expert and University of Guelph professorSylvain Charlebois said North American grocery stores have spoiled consumers.

"In Europe, if you want that perfect potato, you have to get there early," Charlebois said."As the day progresses, at four orfiveo'clock you'll only find imperfect produce."

He said removing the imperfect produce regulations shows Quebec is maturing as a market and becoming more open minded.

Misshapen fruits and vegetables are already on sale in other placesand have developed a following.

It is estimated that 10 per cent of produce is discarded in the field for being ugly, according to a 2010 study by Value Chain Management Centre.

• NDG community gardeners want locals to start sampling the goods
• New app aims to save food from trash, slash grocery bills