Less than perfect: Banana's 'tickled by nature'

I read today in the daily food news roundup FoodWeek, that Banana growers have been able to market their slightly-less-than-perfect banana stock to supermarkets under the catchy tag of 'tickled by nature'.

The idea is that often supermarkets will reject produce that is not visually perfect despite the food being perfect in every other way. One would assume that this would only lead to food wastage of products that can not be sold, as well as a profit-loss for producers and farmers already tied to the strict shelf and transport requirements of large retail outlets. The 'tickled banana's' will be available at a lower cost to consumers due to their 'imperfect' visual nature, but will be clearly identified as fruit that have only been effected on the outside. 

What excites me about this development is threefold: 

1. Producers will benefit by being able to sell product that would otherwise potentially have gone to waste. 
   
2. Consumers have a chance to access perfectly good fruit at a lower cost. A great thing in the currant economic climate.
   
3. But most importantly, I fervently hope that such a move will help shift consumer and retailer attitudes to the slightly imperfect food that often ends up discarded by both retailers and consumers. It's certainly time that we were lead more by ethical, social and environmental issues in food selection, rather than 'perfect looks' and often less than perfect surrounding issues. 

This could be the beginning of a supermarket change for the better, even if it's only in how food looks. But a start is a start and it can only get better from here.