The Arctic was conceived by Carter’s company, Okanagan Specialty Fruits, which he runs with his wife, Louisa, and four other full-time employees, newly under the umbrella of a large biotech company that bought it this year. It’s an intended solution to what Carter sees as two interrelated problems: First, millions of pounds of perfectly good apples get dumped every year because they look a little too bruised or brown, the victims of an instinctive human aversion to fruits and vegetables that aren’t smooth, shiny, and symmetrical. And at the same time, North American consumers, accustomed to 100-calorie packs and grab-and-go everything, have developed an impatience for food that can’t be quickly eaten. “An apple’s not convenient enough,” Carter, 58, with reddish hair graying at the temples, told me. “That’s the truth. The whole apple is too much of a commitment in today’s world.”

Source: Say Hello To The Apple That Never Browns – BuzzFeed Collections – Medium

Problem statement: People chuck a bunch of apples because they’re browning.

Solution: $5 million of genetic engineering.

This reads like, I don’t know, dystopic sci-fi? “A whole apple is too much of a commitment in today’s world”? How do you say something like that with a straight face?