Rarely do New Year’s resolutions resonate with me. Striving to improve one’s health, wealth, or general shortcomings are admirable goals, but the annual effort always feels so contrived. The calendar shouldn’t be the push for these efforts; as is proven year after year, that reminder typically affects change for a month, at best.
2017, however, already seems different. High on my list of personal ambitions is to let go of the perfection fallacy and embrace the beauty in all that is conventionally deemed “ugly.” Beauty is truly in the eye of the beholder, and I’ve found a whole lot to love in the trend towards buying otherwise unloved, ugly produce. Lemons with blemishes; apples that are too small to meet a buyer’s standards; gnarled carrots that refuse to stand up straight. Otherwise delicious fruits and vegetables are discarded in favor of their immaculate, but often tasteless, brethren.
Imperfect Produce is making big waves in the supply chain to change all that. Delivering boxes on demand directly to consumers’ doors across the bay area, they’ve only been in operation for a little over a year and have already rescued well over 750,000 pounds of otherwise wasted food. Those numbers are no small potatoes (although they have plenty of those to share, too) and promise continue growing at a rapid pace, as they’ve recently announced plans to expand into Los Angeles.
This is where I need to go off script and say that this is not a sponsored post and I did not receive anything for free. I was simply inspired by the mission of this once-small startup, and am beyond thrilled to spread the Imperfect Produce appreciation. When I realized that their warehouse was just a short walk away, I high-tailed it out there to see where all the ugly goodness comes from, and I was welcomed with open arms.
Browsing through the line of workers busily packing food into their designated compostable boxes, the real tragedy is that among the immense stacks of produce, I could hardly pick out any truly unsightly specimen within. Perhaps it’s a case of excess supply or insufficient demand, but some of these were truly stunning edible gems, deemed unfit for sale for reasons no ethical eater could comfortably stomach.
Resolve to do more for the local community, your diet, and your bank account by simply eating uglier. You’ll spend a fraction of the cost that these fruits and vegetables would otherwise command at conventional grocery stores, and better yet, you’ll skip the lines at checkout. If that’s still not enough to convince you, go ahead and take 50% off your first box with the code “SPOON” at checkout. Pick exactly what you want from the current seasonal offerings and trust that no matter what it looks like, it will always be brilliantly fresh and delicious.
The delivery range is limited to us lucky Californians at the moment, but I think the overall message is one we can all get behind for the coming year. Celebrate all of life’s imperfections, no matter what form they may take.