The startup that sells ugly but delicious fruits and vegetables. With a 40 percent discount.

WASTE OF SPOILED FRUIT –

We are obsessed with aesthetics. And even when we go shopping, we often pay more attention to aesthetic details than to quality: the color of a fruit, the bumps on a vegetable, some dents in the packages. Hence the waste, the discard, and 20 percent of the food that goes directly from the supermarket shelves into the garbage..

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IMPERFECT PRODUCE –

But fortunately, a new philosophy of consumption is emerging, one where waste is eliminated and transformed into an opportunity for savings. In California, in San Francisco, the Imperfect Produce, a start-up that offers a second life to fruits and ugly vegetables. And it offers consumers a good opportunity for discounts.

HOW THE SERVICE OFFERED BY IMPERFECT PRODUCE WORKS –

How does this small anti-waste supermarket work? The company collects crates of tomatoes, peppers, vegetables, and fruit directly from small producers that are bumpy or in poor condition. It then offers them on the market at a 40 percent discount.And demand has been very high, given that in the United States, two out of ten vegetables are thrown away because shoppers consider them unsightly.

AND IN ITALY? –

The case of the Imperfect Produce it is not isolated. In France the supermarket chain Intermarché launched an entire sales line of fruit and vegetable products under the banner "Ugly but good"The discount is 20 percent, but the company's sales increased by 27 percent, and savings from lower disposal costs for unsold items must also be accounted for. The format has also been copied by some supermarkets in Great Britain: will we see it in Italy soon? 

(The cover image is taken from the Facebook page . dedicated to the project)

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