Have you ever been to the market and seen fruit or veggies that looked all twisted, spotted, and quirky looking? Did you turn around and go right for the produce that was perfect: like yellow bananas still in the bunch and peppers with perfect coloring? I used to look for perfection like that too. But what I’ve found is that quirky produce should be what we seek, not what we avoid.
Why? As much as 40 percent of all produce goes uneaten because it doesn’t meet grocers’ strict cosmetic standards (NRDC). In short, the produce is classified as ugly. And while you might be able to find some ugly fruit and veg at farmers markets, small corner stores, small grocers and your garden, there aren’t any major retailers in the U.S. selling them. This despite Europe seeing a boom in ugly fruit and veg sales.
I for one, will not watch so much nutritious tasty produce go to waste, I’m takin’ ugly back and you can too! Shop at those smaller stores and farmers markets that already offer them, or go on www.UglyFruitAndVeg.org and demand ugly fruit and veg from your favorite grocers. Engage in funactivism on social media too @UglyFruitAndVeg, which was recently featured on National Public Radio. And stay tuned for Feeding the 5000 NYC, where we’ll be celebrating ugly fruit and veg in the most spectacular way.
About the Author: Jordan Figueiredo is a zero waste professional and confessed food waste geek. After managing the groundbreaking Feeding the 5000 Oakland in October 2014, Jordan is now taking on a larger role in the movement. He was recently made the U.S. ambassador for Feedback, an organization founded by world-renowned expert Tristram Stuart, that is fighting the food waste scandal all around the world. Jordan also created and manages the hilarious @UglyFruitAndVeg international social media campaign which was recently featured on National Public Radio. Jordan is also currently developing a Feeding the 5000 for New York in the fall of 2015.