Sour Grapes

Four Horrible, Terrible, No-Good, Very Bad Problems With Pre-Cut Fruit

The grocery equivalent of the forbidden fruit

David Asch
E³ — Entertain Enlighten Empower
4 min readApr 16, 2024

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Supermarket shelves filled with overpriced plastic containers of pre-cut watermelon, pineapple, melon, and assorted fruit.
Overpriced pre-cut fruit in the supermarket. Photo by author.

For me, pre-cut fruit in little rectangular plastic containers connotes a hellscape — a despoiled planet populated by ill, destitute consumers.

Not exactly the emotions a grocer hopes to elicit by placing the produce department at the front of the store.

Grocery psychologists (dunno if this is a real thing, but I’d enjoy a career as a Grocerologist) expect the irresistible sensory pleasure of freshly misted fruits and vegetables bathed in dramatic lighting to buoy shoppers’ spirits and seduce them.

Last Easter Sunday, I saw a guy loading his cart with at least nine containers of pre-cut watermelon. He was probably responsible for fruit salad for the big meal and was taking a shortcut.

Although the watermelon appeared bright red and luscious through its translucent, single-use plastic container, it’s not watermelon season. This ruby red watermelon was undoubtedly prepared far away and trucked to this supermarket.

All so this jabroni could produce a no-effort, out-of-season fruit salad.

Stop me if I get too sanctimonious

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David Asch
E³ — Entertain Enlighten Empower

Founder of the Management Consulting Company https://10xPrinciples.com. Available for consulting, podcasts, and speaking engagements.