#ImperfectPicks the perfect choice for shoppers, farmers and the environment

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We have all been told it a million times – don’t judge a book by its cover, its what’s inside that counts, beauty is in the eye of the beholder ...

Welcome to IMPERFECT PICKS brought to you by Harris Farm Markets. Fruit and vegetables that might not look perfect from the outside but are as perfect as ever on the inside – and the benefits of these Imperfect Picks know virtually no bounds.

  • You will be helping raise awareness about the sometimes overly harsh standards of visual perfection “required” by Aussie supermarkets and even by we, the consumer.
  • By eating them you are helping Aussie farmers, who would normally plough these almost perfect fruits and veggies into the ground. In fact, around a quarter of Australian fruit and vegetables never leave the farm gate
  • You will save money – these imperfect picks will be deliciously affordable and some will be up to 50% cheaper than their prettier, no tastier, colleagues

Following on from an inspirational campaign created earlier this year by French supermarket Intermarche, Harris Farm has taken the carrot by the root and relaxed some of its famously high aesthetic standards to focus attention on some imperfect picks.

Fruit and veg that still comes from the best farmers in Australia but last month would have been left unsold and unloved for no reason other than a small blemish, a weird shape, a funny lump.

“Since mum and dad opened their first store in 1971, Harris Farm Markets has been all about offering farm fresh, seasonal fruit and veggies straight from Australian farmers to our customers.” Harris Farm Markets’ Tristan Harris says.

“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.”

“We want to start a conversation about Australia’s national food waste crisis and its impact on Australian farmers. It is our hope that through this campaign, we encourage Australians and the big supermarkets to rethink what’s important when buying fruit and vegetables.”

“Harris Farm Markets’ new IMPERFECT PICKS range is made up of quality produce that would have otherwise gone to waste. So every time you shop the range, you’re helping Aussie farmers, the environment, and your hip pocket.”

In order to create IMPERFECT PICKS, Harris Farm Markets has changed their specifications on selected group product lines so that their buying team are making their decisions on the freshness of the new product range and how it tastes, not by how it looks.

This will mean more of Australia’s fresh and tasty product is taken to market, product which would otherwise have been dumped or ploughed back into a field.

“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.[1] 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,” says Tristan Harris.

John Lloyd, CEO of Horticulture Australia commends the initiative.

“When you’ve got such a high proportion of product that’s not acceptable for the supermarket shelves, any company who takes some action to alleviate that and tries to change that situation should be commended,” Lloyd says.

Rockpool Group founder and chef Neil Perry AM says he looks forward to Imperfect Picks changing the minds of consumers and the big supermarkets.

“I’m really hoping that the Harris Farm IMPERFECT PICKS campaign grows and that it forces the other supermarkets and Australian consumers to realise that there is such great food being wasted. It’s such a crime and everyone needs to get involved. Sustainability is everybody’s responsibility,” says Perry.

As part of IMPERFECT PICKS, Harris Farm Markets will partner with food waste charity Foodbank to help feed those in need.

“Foodbank Australia is pleased to be working with Harris Farm Markets as they roll out IMPERFECT PICKS. The program will not only see more affordable fresh produce available at a store level, but also see a portion of this produce diverted to Foodbank to help feed those in need. Last year Foodbank delivered over 39 million meals through our 2500 welfare agency partners, with fresh produce making up a significant and important portion,” says Foodbank CEO Jason Hincks.

The IMPERFECT PICKS range will initially include Packham pears, Navel oranges, Pink Lady apples, bananas, carrots, potatoes, swedes and zucchinis and will be available in-store and online at


Quick social media:
Check out these weird and wonderful #imperfectpicks from Harris Farm Markets 
Don’t be afraid, they’re still delicious. #imperfectpicks from Harris Farm Markets 

Food waste facts:

  • According to Horticulture Australia at least 277,700 tonnes of the major fruit and vegetable lines, which represents around 25% of production, is wasted each year in Australia.
  • Most waste is a result of the failure to meet strict retail quality specifications; this otherwise edible product is usually dumped, used for stock feed, or rotary hoed back into the soil.
  • 93,000 tonnes, 31% of total production, of carrots per year are wasted. This equates to a value of $24 million
  • 10% of carrots are culled post-harvest due to being damaged, while 23% are culled due to being ‘out of specification’.
  • 10% of cauliflowers produced are rejected at harvest due to colour, maturity or size while up to 30% is left in the field due to market supply and demand.
  • 10% of beetroots produced are rejected due to being out of retail specification

For media enquiries or image requests please contact Liquid Ideas:
Sam Casey: 02 9667 4211 / 0421 697 660 /
Isabelle Clements: 02 9667 4211 / 0432 051 443 /

[1] Choice Cost of Living Report, August 2014