Food waste

20% to 40% of fruits and vegetables are rejected before they even reach supermarket shelves simply because they don’t meet certain aesthetic standards. This issue stems from consumers' unrealistic expectations regarding the appearance of produce.

The pressure to maintain a perfectly "pretty" image creates significant waste in our food system, contributing to environmental challenges while also depriving us of nutritious options that are perfectly safe and tasty.

By changing our perceptions about what constitutes "acceptable" produce, we can help reduce food waste and promote a more sustainable approach to consumption