No more mealy apples and flavorless oranges. There’s a growing category of produce available in your local grocery store: fruits and vegetables that have been carefully bred with flavor in mind. But these more delicious varieties tend to come in premium packaging—with a premium price to boot. WSJ contributor Elizabeth G. Dunn tells host Alex Ossola how this produce is bred and whether we can expect to see more of it in the future.

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Further reading:

This Strawberry Will Blow Your Mind: Inside the Startlingly Delicious World of Designer Produce

The Race to Save Ketchup: Building a Tomato for a Hotter World

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How Designer Fruit Is Taking Over the Grocery Store 14:30 Share

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How Designer Fruit Is Taking Over the Grocery Store