CONCEPT OF UGLY VEGGIE
While many might think that bruised or wrinkled produce is "ugly" it is not. Ugly produce is perfectly fresh, nutritious, and delicious produce that looks a little different than the "perfect" stuff you will find in most grocery stores or supermarkets.
Ugly produce isn't even really ugly, most of it is beautiful, just a little bit bigger or smaller than the "norm" and sometimes misshapen but very rarely hideous or ugly. What IS ugly is the way that this different product is being treated all around the world - wasted while so many are food insecure, cannot afford and/or do not eat enough healthy produce. We are changing that here!