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Produce Industry Expert Debunks The Misleading Marketing Behind The “Ugly Food” Movement

Venture capital-backed companies like Imperfect Produce 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 not everyone is buying it. The post Produce Industry Expert Debunks The Misleading Marketing Behind The "Ugly Food" Movement first...

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 companies like Imperfect ProduceFull HarvestHungry 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 in people on the big picture.

In 2019, Taber, a crop scientist who worked on farms for a decade, doing everything from detasseling corn to beekeeping, and is now consulting several greenhouse and indoor agricultural companies, published a Twitter thread to share her thougths.

More info: Twitter

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Here’s what people said after reading Taber’s thread

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The post Produce Industry Expert Debunks The Misleading Marketing Behind The “Ugly Food” Movement first appeared on Bored Panda.

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