Wakefern to launch longer-lasting produce brand across retail banners

Retail grocery cooperative Wakefern Food Corp. is adding Apeel longer-shelf-life fruit and vegetables at its member supermarkets.

Plans call for Apeel limes to debut this month at ShopRite, Price Rite Marketplace, The Fresh Grocer, Dearborn Market, Gourmet Garage and Fairway Market stores, Wakefern said. The Keasbey, N.J.-based co-op’s supermarkets will carry Apeel limes loose and in two-pound bags as well as organic Apeel limes in one-pound bags.

Wakefern said it expects to roll out more Apeel produce, including avocados, in the coming months. Santa Barbara, Calif.-based Apeel reports that its produce stays fresher up to three times longer than other fruit and vegetables and cuts down on food waste.

In-store signs at ShopRite supermarkets explain the benefits of Apeel limes. (Photo courtesy of Apeel)

“We’ve always been committed to providing our shoppers with the freshest produce available and are excited to work with Apeel to offer a better, longer lasting lime at a great value,” Wakefern Chief Merchandising Officer Bryant Harris said in a statement. “At the same time, we’re continually exploring new ways to improve the sustainability of the foods we source, so that our shoppers can feel good knowing that the fruits and vegetables they enjoy also help reduce waste and are better for the environment.”

Related:Fighting food waste in the produce aisle

Apeel fresh produce has a plant-derived edible coating that the company said can double to triple shelf life by slowing the rate of water loss and oxidation, the chief causes of spoilage. Made of materials in the peels, seeds, and pulp of fruits and vegetables, the coating also helps maintain nutrient density as well as produce quality and flavor, Apeel added. The company estimated that its work with Wakefern can prevent up to 1.4 million limes from going to waste each year.

Shoppers will be able to find out more information about Apeel limes in-store and at ShopRite.com, Wakefern said. ShopRite’s registered dietitians will be available in stores to provide additional information about Apeel and host a Facebook Live cooking event on July 15 to demonstrate a recipe for grilled foil-packet tomato mussels using Apeel limes.

“We’re excited to work with Wakefern to bring Apeel limes to their stores,” commented Jason De Turris, vice president of brand and marketing at Apeel. “Apeel limes mean less wasted food, which is more sustainable for everyone, and more time to enjoy them at home when they’re freshest.”

Overall, Wakefern’s 50 members independently own and operate 362 supermarkets in New Jersey, New York, Connecticut, Pennsylvania, Maryland, Delaware, Massachusetts, New Hampshire and Rhode Island.

Related:Kroger plans national rollout of Apeel avocados