When I trawl through the supermarket and head to the fresh fruit and vegetable section, I know I am in for a long few minutes of choosing produce. I find pieces of fruit and veg that aren’t tarnished, look normal, are bright and have no imperfections.

And I know I’m not the only Aussie out there guilty of this self indulgent, riddled with judgement procedure.

But Harris Farm Markets are doing their best to change that.

They are launching a campaign to bring some kind of selection equality back to the fresh produce section and are offering all of their “imperfect’ fruit and veg at heavily discounted prices. For a wonky apple, you can pay just $0.34 whereas a good looking apple will set you back about $1.15.

It is an incentive program to encourage judgemental shoppers just like you and I, to start taking a better approach to the fruit and vegetables we eat.

At the end of the day, they all taste exactly the same on the inside, so why are we so vein and judge on the outside?

According to the Daily Mail, Co-CEO of Harris Farm Markets, Angus Harris has said that it is time we all start being mindful of our purchasing choices.

“Our commitment to freshness and taste won’t ever change, however we’ve come to realise that when it comes to fresh produce, we shouldn’t always judge a product by how it looks. So every time you shop the range, you’re helping Aussie farmers, the environment and your hip pocket.”

My Harris continued, “We also know Australian families are concerned about their cost of living, with a recent Choice survey finding 77 per cent are worried about the cost of groceries. With Imperfect Picks being offered at up to half the price of already value for money products, Harris Farm Markets is doing our bit to ease this pressure.”

According to the Harris Farm Market website, the program will be offering prices similar to the following, proving they will be reducing our grocery bill significantly.

PINK LADY APPLES

• Regular: $7.69/kg or $1.15 ea
• Imperfect Picks: $2.29/kg or $0.34 ea

PACKHAM PEARS

• Regular: $5.49/kg or $1.38 ea
• Imperfect Picks: $2.29/kg or $0.57 ea

CARROTS

• Regular: $2.99/kg or $0.51 ea
• Imperfect Picks: $0.99/kg or $0.50 ea

ZUCCHINIS

• Regular: $2.99/kg or $0.30 ea
• Imperfect Picks: $1.69/kg or $0.68 ea

EGGPLANTS

• Regular: $9.99/kg or $4.60 ea
• Imperfect Picks: $3.29/kg or $2.14 ea

So next time you’re picking up some fruit an veg, think about those who aren’t the best looking and consider them… You might find it does your wallet a huge favour!

Do you buy fruit and vegetables based on what they look like? Will this change your buying habits?