Obviously, that's important because people want fresh products. If the blueberries are all bruised up, people won't buy them anyways. So it's a loss not only to the farmer, but also to the retailer. On top of that, it hurts the farmer's reputation, no matter which province there from. Farmers have to make sure their produce is fresh. As we all know and as potato farmers in my riding have told me, the situation is quite serious. People don't want to buy potatoes that are all banged up.
On February 19th, 2015. See this statement in context.