"Ugly is Beautiful!
Across the country, ugly produce (or as we like to say, “cosmetically-challenged produce”) is being treated like a second-class citizen. Every year six billion pounds of fruits and vegetables go to waste on farms across the U.S. just for looking a little different from other produce. Instead of going to feed people, all that wasted produce is sitting in landfills, where it releases methane gas into the atmosphere.
We think it’s ridiculous that so much delicious produce is going to waste, and so we are setting out to change that. We’re launching a new venture called Imperfect that gives consumers the chance to buy delicious, wonky-looking produce at a discount. So instead of going to waste, all those odd-looking fruits and vegetables will be helping Americans eat healthier, at a price they can afford.
Farmers benefit because they get extra income from produce that previously went to waste. As a customer, you benefit by getting produce at a much lower cost than you could at a grocery store. And the environment benefits because of reduced methane emissions. And in light of the on-going drought in California, we're also proud that every pound of produce we sell prevents the 25-50 gallons of water it takes to grow a pound of produce from being wasted. "
More info..