Misshapen Fruit and Vegetables: What is the Business Case?

Elisabeth Braw

Brumsack and Krakowski's business, Culinary Misfits, is part of a new trend to utilise the misshapen produce. Three other young Germans have hit international headlines with their campaign Ugly Fruits, which uses suggestive slogans to attract consumers to rejected greens.

"Not eating food that has been produced is unsustainable," observes co-founder Daniel Plath. "And it's a huge waste of energy in agriculture to grow food that's thrown away."

In the UK, Feeding the 5000 runs a national gleaning network, whose members harvest misshapen produce and donate it to charity. Earlier this summer, they rescued 11,000 cauliflowers from landfill. And in America, the Society of St Andrew, together with local farmers, run a growing operation saving wonky produce.

But, as Culinary Misfits shows, there's a business case for ugly veggies. Ugly Fruits' business plan, which envisages trendy shops selling exclusively misshapen fruit, has already attracted proposals from potential partners. They developed the concept after failed attempts to convince supermarket chains to sell ugly produce.

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FOOD, MARKETINGSandra Ishkanes