What does imperfect mean?

Those who only strive for perfection miss out on a lot of good things. Here’s what imperfect means to us and how we decide what goes into our baskets.

The context

On average, 30% of the harvest gets rejected…

Producers see up to a third of their harvest turned away just because the fruits and vegetables are too crooked, too small, too big, or there are simply too many of them. Pretty depressing, isn’t it?

We think it’s just plain wrong to throw away perfectly good food because it doesn’t meet the visual standards of the food industry. Even imperfect produce deserves a spot on your plate, not in the bin. After all, it doesn’t need to look perfect to taste delicious.

What an Ugly product is

A bit too small or too big

Unpredictable weather often leaves our producers with products of somewhat irregular size. And with climate change, that's becoming more and more common.

Part of surplus production

Weather conditions leading to higher-than-expected production, unexpectedly canceled orders, and many other reasons cause producers to often end up with surpluses.

A bit too different

Some products may have small variations in shape or color, which is completely normal and, most importantly, has no impact on taste! Looks Ugly, but still tasty :)

What an Ugly product isn't

Near its expiration date

We don't buy leftovers sitting on shelves or unsold goods without takers. At Ugly, it's fresh or nothing to ensure taste and longevity.

Too ugly

If a carrot looks like an octopus and can't be peeled without a fight, it's not getting in the basket. We want to make cooking easier for you, not more complicated!

Already damaged

Anything already spoiled or severely damaged is sorted out. Our products may not be picture-perfect, but they're always fresh and full of flavor. Sometimes transport can damage products. In this case, please get in touch with our support.

The easy alternative to reduce food waste

The Ugly concept: saving “imperfect” products

Choosing Ugly means fighting waste — while eating really well! Our products might not meet the retail industry’s beauty standards, but they’re just as healthy and every bit as tasty.

Our goal is to help you reduce food waste without complicating your life.

The concept The facts about food waste