Lisa
I’m kind of a grocery store geek. I love exploring all the aisles of new stores, and retailers know that making items as visually appealing as possible equals more sales. There are plenty of studies and lots of science behind how grocery stores display their products. Color, lighting, and placement all influence purchasing decisions.
I’m sure you’ve noticed that produce is typically at the front of the store. The produce section isn’t just about convenience. It’s a carefully designed mood-setter and sales strategy. By leading with freshness and health, stores tap into shopper psychology to increase engagement, time spent in-store, and boost total purchases.
Grocery stores also often have “beauty” standards, and if produce doesn’t meet those criteria, many fruits and vegetables will become waste. According to the USDA, food waste makes up nearly 40% of the U.S. food supply.
But let’s be honest: a crooked carrot or a bumpy pepper probably isn’t going to ruin your meal or even impact the taste. It’s also kind of fun to look at these somewhat odd fruits and veggies. I’m not saying I’ve seen God in a weird eggplant or mutant potato, but I’ve certainly marveled at how some resemble various animals or things that are more “adult”. But let’s keep this G-rated.
At Smarter Home Cooking, we’re all about making your time in the kitchen easier, more affordable, and more sustainable. That’s why we love the “ugly” food movement. Ugly Produce (also called “imperfect” or “misfit” food) is changing the way home cooks think about fresh ingredients. Ugly produce is better for your budget, your pantry, and the planet.
You Save Money: Ugly produce typically costs 30% to 50% less than grocery store prices. That means more room in your food budget for spices, sauces, or stocking up on pantry staples.
It’s Better for the Planet: By rescuing “ugly” fruits and veggies, you help reduce food waste. Less waste means fewer resources wasted on growing, watering, and transporting food that ends up in the trash.
You Get Creative in the Kitchen: Ugly produce is still fresh, flavorful, and nutritious. It just looks a little funky. Use it in soups, stews, stir-fries, sauces, or smoothies. No one’s judging your tomato’s curves once it’s simmering in a pasta sauce.
Convenient Delivery = More Time to Cook: Many companies now offer home delivery of imperfect produce in weekly subscription boxes. No trip to the store. No standing in line. Just a box of fresh, seasonal produce delivered to your door, all ready for chopping, roasting, blending, and more.
Here are some consumer-friendly companies that deliver ugly produce straight to home cooks like you:
Misfits Market
- Organic and conventional produce
- Also offers snacks, dairy, and pantry staples
- Website: misfitsmarket.com
Hungry Harvest
- Delivers rescued produce and donates to food-insecure communities
- Great mission and good food
- Website: hungryharvest.net
So the next time you chop an oddly shaped zucchini or a gnarly potato, know that you're cooking with intention and doing a little good in the process.
Ugly produce is not just a food trend; it’s a smart cooking strategy.
