- Imperfect, a food startup selling ugly produce, just secured a major investment from NBA all-star Kevin Durant.
- The startup was founded in 2015 with the mission of eliminating food waste in America.
- While grocery stores tend to turn up their noses at fruit or veggies that are scarred, bruised, or misshapen, Imperfect delivers them directly to customers.
- With its latest investment, the company plans to expand its operations throughout the East Coast.
When the food startup Imperfect stepped on to the delivery scene in 2015, it had one message for customers: Don't judge an apple by its skin.
After discovering that one in five fruits and veggies were passed over by US grocery stores due to cosmetic defects, CEO Ben Simon decided to test whether consumers were more open to purchasing "ugly" produce like a misshapen carrot or bruised avocado.
The concept quickly took off, with Imperfect expanding into 11 cities across the country in just three years. On Wednesday, the company secured a massive financial boost from NBA all-star Kevin Durant, who has become quite the philanthropic investor.
Together, Imperfect and Durant plan to fight food waste in America, making produce more affordable and accessible. With a major investor at its helm, the company said it's beginning to see itself as a national brand for the first time.
Imperfect now plans to expand into its 12th city, Washington, DC, by early 2019, before moving on to additional East Coast markets. From there, it'll consider other grocery items like baked goods, pickles, and jams, which can be made using its fruits and veggies.
Take a look at some of its produce below.