Ugly Yet Yummy

From the New York Times comes this story about Fruta Feia, or Ugly Fruit, a cooperative in Lisbon that has found opportunity through a combination of economic pressure and reframing conventional norms for food appearance.

There is a market for fruits and vegetables deemed too ugly by government bureaucrats, supermarkets and other retailers to sell to their customers. A third of Portugal’s farming produce goes to waste because of the quality standards set by supermarkets and their consumers. Fruta Feia buys the unwanted food at about half the price at which producers sell it to supermarkets. It has quietly subverted fixed notions of what is beautiful, or at least edible.


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