“Much of what’s discarded is done merely for cosmetic reasons or as a result of long distance transportation. This negatively impacts farmers, retailers and ultimately consumers.”
By Rebecca D Dumais
Aug 8, 2017
Good greens don’t have to ‘look’ pretty. Even ‘ugly’ produce is just as delicious. This is something Gotham Greens has discovered through its recent Ugly Greens movement. What may have once been considered unmarketable produce was enjoyed by the staff at work or home instead. “We’d enjoy them as part of a team meal and staff would take them home to eat,” explains CEO, Viraj Puri. “But we realized there was an opportunity to sell them while helping to bring attention to the issue of food waste.
The amount of food waste in this country is staggering and the NRDC estimates that as much as 50% of produce is thrown out between the farm and the fork.” They’re hoping to show people that slightly blemished greens can be perfectly nutritious, fresh and local despite their cosmetic flaws. “By embracing cosmetically-challenged produce as beautiful, we’re hoping to play a small role in reducing food waste,” he adds.