“When you look at our food system farm to fork, a stunning 52% of all produce in the US goes uneaten,” says JoAnne Berkenkamp, a senior advocate with the Natural Resources Defense Council. “Burgeoning awareness of this reality has led a growing number of eaters and businesses to take a second look at product that doesn’t meet prevailing industry standards for size, shape, color and other cosmetic attributes.” [...]
Imperfect Produce, which delivers to the Bay Area, started in August 2015 and says its produce costs up to 50% less than retail store prices since they’re fruits and vegetables that usually go to waste on farms. Ron Clark, the company’s co-founder and chief supply officer, estimates about 20% of produce overall doesn’t make it to the market because of cosmetic reasons. But the demand is there. Imperfect Produce began with 150 deliveries, he says, and now has over 10,000 customers. [...]
Beyond waste concerns, thanks to imperfect produce’s cheaper cost, some hope this trend will also help provide the more than 48 million Americans who struggle with hunger greater access to fresh food. This was part of the motivation behind the launch in May of Perfectly Imperfect by produce wholesaler Forest City Weingart. Perfectly Imperfect offers boxes of imperfect produce at discounted rates for pick up or delivery in and around Cleveland.
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