Just imagine, receiving 10-15 pounds of yummy fruits and veggies at your doorstep. They'll make you giggle and be delicious and cost 30-50 percent less than the local supermarket!
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We’ve grown accustomed to acquiring pretty-looking produce. No lumps, brown spots, sprouts, weather bruises or other malformations are evident in grocery store aisles, let alone on our dinner plates. That’s because ugly fruit and vegetables are generally pulled before consumers get to see them. That means that a good deal of that produce gets wasted -- almost 50 percent. 20 percent of the produce from farms don’t even make it off the farms. That equates to 60 billion pounds of food waste and it’s all because that particular produce is cosmetically challenged.
There are, however, companies working to change that. A new Oakland-based startup called Imperfect, which is headed by three “veteran food-waste entrepreneurs,” has set out to bring quirky, cosmetically challenged produce straight to your doorstep, reports Grist, May 8.
“Our bold vision is for consumers across America to have the option of having a box of Imperfect produce delivered to them weekly, for 30 to 50 percent cheaper than grocery stores,” said Imperfect co-founder Ben Simon.
According to Imperfect’s IndieGoGo crowdfunding campaign, which has met its goal, the arrangement they propose is a win-win for farmers and customers alike. Farmers will get to make some extra money from the produce that previously went to waste and customers receive quality produce for a fraction of the cost. It’s good ecology, too. Energy and water usage used in the creation of said produce won't just go down the drain, which is significant since it takes 25-50 gallons of water per pound of produce.
Currently, Imperfect works with farmers in California to source the wonky-looking produce they seek to save from landfills. It’s a simple process that allows them to deliver 10-15 pounds of assorted fruits and veggies to subscribers. “Carrots, broccoli, potatoes, plums, onions, oranges – you name it, we've got it!” they write.
For now, the service will be launched in Oakland and Berkeley by this summer. At some point, Imperfect will launch nationwide.
Want to keep up with Imperfect? Find them at their Facebook page, on Twitter or at their website. Here’s to “redefining beauty in produce!”
"Fruits and vegetables come in every shape and size, just like people and the weird looking fruits and vegetables taste just as good as the perfect looking ones."
Imperfect Produce
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