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Produce with Personality

Our produce is the next evolution in farming. The world is full of unattractive fruits and vegetables, such as lumpy, misshapen, or discolored potatoes, carrots, apples, and strawberries, which are fresh and good to eat. Buy ugly fruits and vegetables could help maximize use of important resources while decreasing food waste and shortages.



Imperfect produce goes to waste every day simply because there isn’t enough demand for it. For example, our broccoli leaves are a healthy and delicious part of the broccoli plant that used to get left in the field because stores only wanted to buy broccoli crowns–even though the stalk and leaves are over 2/3 of the plant!