An Ugly Produce Face-Off
It's tough to measure up to conventional beauty standards — especially, it turns out, if you're a potato. Or a mango. Or pretty much any fruit or vegetable. Because if you're a runt-of-the-crop cabbage or celery root that looks a little too much like an alien, the grocery stores won't stock you. And yes, a huge amount of food waste — up to around 40%, according to a recent Forbes article — can be attributed to the fruits and vegetables that supermarkets won't put on shelves because of perceived defects. This is why companies like Imperfect Foods and Misfits Market have cropped up. These are only two of the bigger players in a list of startups that are aiming to curb food waste by offering customers the produce that grocery stores reject. We ordered from both sites for a few weeks to see what each has to offer, how they differ, and so on.