Culitvate an appreciation for imperfection! Imperfect Produce is a company that sources cosmetically imperfect produce and delivers it directly to your doorstep for roughly 30-50% less than the cost of buying the same quality fruit at a grocer. The company also offers a gift certificate for their subscription service.
Today, roughly one fifth of all produce grown in the U.S. is considered “imperfect” by the big grocers, and as a result is unsold and never eaten.
By training buyers to expect cosmetic consistency, retailers are encouraging them to pay more for the appearance, rather than the intrinsic quality of their food. This profit-driven focus on cosmetics is causing more than just vital food to be wasted. It is also teaching us to disregard the sacred vitality within our food and the respect that all life deserves, both sentient and vegetative.
John Steinbeck once wrote that when “The works of the roots of the vines, of the trees, must be destroyed to keep up the price. This is the saddest, bitterest thing of all.”
Not much has changed over the last century. What agribusiness cultivates today is not food at all. It is a dependency-relationship designed to uproot you from your natural connection with the existential, ephemeral, and regenerative, realities of life.