I’m Perfect Program
Objectives: Columbia Marketing International’s (CMI) imperfect fruit program was designed to make imperfect fruit available to consumers and retailers that are more aware of the waste in produce. I’m Perfect apples and pears are the slightly blemished or marked fruit.
Campaign: As much as 30 percent of apples and pears are set aside for cosmetic reasons, never reaching the grocery store produce section. Usually, these “quirky” fruits are sold to commercial wholesale companies able to remove the skin and use the sweet flesh inside in juices, apple sauce, or baked goods.
CMI created a program to attract the eye of the consumer and give imperfect fruit a second chance. Ads went out to retail publications and sell sheets were directed toward retailers. With a nod to “It’s what’s inside that counts,” retailers were encouraged to use the 3# and 5# poly bag as a way to display and promote the program.
Results: Retailers and consumers are very knowledgeable on food waste in America. By increasing the efficiency of our food system, we can make better use of natural resources, provide financial saving opportunities along the entire supply chain and enhance the ability to meet food demands. According to CMI, getting food from the farm to fork eats up 10 percent of the total U.S. energy budget, it uses 50 percent of U.S. land, and it swallows 80 percent of all freshwater consumed in the United States. Yet, 40 percent of food in the U.S. today goes uneaten. I’m Perfect apples and pears are just too good to waste. Retailers and consumers are enjoying the program knowing they are getting a great product and helping the environment as well.