Ugly Fruits and Veggies Deserve Our Love, Too
Startup Imperfect is getting us to #loveuglyfood—saving our environment, local farms, and pockets in the process
Each year, more than 6 billion pounds of produce go to waste simply because, aesthetically, it isn’t up to our standards. Call it inefficiency, waste, or downright discrimination- this practice is wasting water, polluting the environment, and costing consumers more at the store. So startup venture Imperfect is working with farmers in California to source the funny-looking produce at discounted prices.
Imperfect works with local farmers to cultivate, package and distribute ugly produce before it’s thrown out. They’re then delivered to customers’ doorsteps at a price point that’s 30-50 percent less than normal produce in the supermarket.