To combat this, food producers and retail outlets all over the world are trying to tackle the previously held belief that food needs to look picture perfect to buy. Grocery stores such as Intermarché in France have launched campaigns highlighting the still-edible qualities of “ugly” vegetables and cakes/biscuits sporting visual defects. A Brazilian start-up called Fruta Imperfeita even provides home delivery for fruits and vegetables with less-than-perfect shelf appeal.
Efforts such as these seem to be working, albeit slowly. According to Mintel, a little more than half of U.S. adults who purchase vegetables are now open to buying misshapen or bruised ones.