Building Acceptance for ‘Ugly’ Produce

May 18, 2016

  When it comes to fresh fruits and vegetables, ugliness is only skin deep, while flavor and nutrition go all the way through. But is that enough to win over consumers?

Imperfect potatoes for sale at Coddingtown Whole Foods.
Credit Bruce Robinson, KRCB

Ben Simon, co-founder and CEO of Imperfect Produce, says the company's slightly pejorative name was deliberately chosen.

The “Imperfect” brand also gives farmers an alternate way to find a market for their less-than-ideal produce, Simon explains.