Blue Apron Wants To Put Vegetables You've Never Heard Of On Your Dinner Table
June 20, 2016 | 1 min to read
GOSHEN, N.Y. — The fairy tale eggplant is nearly seedless, light purple and white-streaked, and tiny enough to fit in the palm of your hand. Its shape is familiar but it tastes less bitter than the common variety.
Fairy tale eggplants are hardly a staple of the American dinner table and are nearly nonexistent in supermarkets. And yet, Blue Apron, the meal-kit delivery service, has plenty of use for them: The company expects to buy half a million pounds of them this year. In fact, executives think they are buying literally the entire commercial supply of the obscure produce.
They plan to do the same with Shokichi Shiro squash, Atlas carrots and at least 40 other specialty crops this year.
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