Approximately 72 billion pounds of food is wasted annually in the US—from every point in the food production cycle.
In an attempt to lower this number, a new crop of companies has emerged over the last couple of years. Companies that are on a mission to get people to eat misshapen, deformed, and strange-looking fruits and vegetables.
Venture capital-backed businesses like Imperfect Foods, Full Harvest, Hungry Harvest, and Misfits Market aim to create a new channel of distribution for farmers, offering customers ugly produce at a discount to what the groceries would cost at retail.
But Sarah Taber isn’t buying it. She thinks the ugly food movement is bending the industry narrative and has taken it upon herself to fill people in on the bigger picture.