"Don't waste great taste."
In 2017, we started promoting the usage of "ugly" and imperfect looking produce with the goal in mind of reducing food waste. Every year six billion pounds of produce in the United States alone is unharvested, thrown out or unsold solely because of aesthetic reasons. We are one of the few wholesalers in Vancouver actively seeking out and promoting these less-than-desirable fruits and vegetables.
Ugly produce is defined as produce that may have cosmetic damage such as scarring and discolourations or physical deformities such as an extra carrot stem or off-shape. While the appearance of these fruits and vegetables may be less than desirable, the inside is what counts and the inside is just as fresh and tasty as their pretty looking counterparts on a supermarket shelf.
Benefits to Purchasing Ugly Produce
- Help minimize food waste
- Save money on the same item
- Support farmers who would otherwise make nothing on ugly produce
- Ensure the work, time and environmental resources of farming these wasted items is not squandered
According to the Food and Agriculture Organization of the United Nations, 2.9 trillion pounds a year of produce is wasted globally. That is enough to feed every person in the world suffering from hunger - twice.
How We Help
Through partnerships with many local restaurants, supermarkets and juice companies, we have convinced many of them to start selling and using "number two" produce. We actively seek out these otherwise unused fruits and vegetables to create the same flavourful dishes we are used to eating. Whether we are asking our growers for absurdly large lemons that suffer in retail stores, or ridiculously curved cucumbers, we would like to thank everyone we work with who supports the usage of these overlooked fruits and vegetables. And as they say, "Don't waste great taste."