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This startup delivers produce that's too ugly for grocery stores

Ariel Schwartz   

This startup delivers produce that's too ugly for grocery stores
Tech1 min read

Pity the ugly vegetable. Over 6 billion pounds of fresh produce are left unharvested or unsold every year, and much of it is wasted for a ridiculous reason: the produce is blemished.

In this case, "blemished" does not mean bruised or otherwise unfit for eating. It's just a word for fruits and vegetables that are a little to small, big, curvy, or funny-looking. As a result, they're kept out of grocery stores and food service deliveries - and tossed in the landfill.

A startup called Imperfect is trying to change the common perception of ugly produce by delivering it to your door. The service, which launched in the Bay Area in 2015 and just set up shop in Los Angeles, charges about half of what you'd pay for comparable produce at the grocery store.

As you can see from these photos of Imperfect's "too ugly" for stores produce, these fruits and veggies aren't even that bad looking - they're just being held up to unreasonable beauty standards.

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