Writer Debbie Koenig's lede uses an easily understood comparison to explain the problem. The second sentence captures the theme: Perfectly good produce is wasted due to its appearance.
The products above would be deemed unsightly. To the right, the veggies are more appetizing. Both images feature usable produce. Koenig brings in a statistic ("...an estimated 30-40 percent of produce grown worldwide is tossed for strictly cosmetic reasons.") to illustrate the problem. Following the stat is a solution statement (selling produce at discounted prices), which is further supported with examples. Three initiatives combatting the waste problem are listed with brief descriptions. Each plan summary contains a plethora of facts.
The article, which I'm estimating to be 250 words, is a small list article on programs combatting produce wasted for cosmetic reasons. Nearly every sentence presents a fact. Koenig did the reporting that produced enough information for the quick, to-the-point roundup and sidebar explaining how to put ugly produce to use. While it's not clear how much extra info didn't make the article, it's clear the writer followed the 40-40-20 rule.
I picked Koenig's article for inspiration for a short article I'm working on. I like the structure. The topic is relevant in a society obsessed with farm-to-table food. Since it ran in the September/October issue, the article is also timely; a lot of vegetables are harvested during the fall. I enjoyed how the sidebar shares tips in quick little sentences and how even the sidebar has a lede. A shocking fact shifts from how much food is wasted to how the reader can help reduce that number. The tips leave me wanting more for other food, so the link to a Web page is perfectly placed. I wish the site gave more tips than what was printed. I would also like to know of other initiatives actively reducing food waste. Debbie Koenig produced an article that will help me write my own short list article.
