Local Product Essay

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When we spoke in December, he said the loss was “probably closer to 50 or 60 percent.” He can’t prove the decline is because people decided to switch to Imperfect Produce.

But CSAs in other cities where Imperfect is thriving are reporting Cadji also believes Imperfect Produce is doing “sneaky little things to undercut CSAs”—like, for example, advertising itself as a “CSA Style Box.” He said this is misleading, and has the potential to lure away potential CSA customers who believe they’re signing up for something similar.

“It’s based on trust between us and the supplier,” he said.

For example, Rose said, he recently sent 300 pounds of watermelon radishes to a big grocery store, only to have it sent back because of decay that happened in-transit.

In an op-ed for The Washington Post, Frischmann wrote that reducing food waste will ultimately require American consumers to “enow delivers boxes in six cities on the East Coast, and CEO Evan Lutz says he plans to expand the business “to 30 more cities over the next four years.” Imperfect Produce—founded in 2015 by one of Lutz’s original business partners, Ben Simon—serves 10 West Coast cities, as well as Baltimore and Washington, D. Simon envisions Imperfect delivering in company, they argued, is not in the business of food waste so much food surplus: It buys excess products that farmers can’t sell to supermarkets, but could sell to restaurants, canned and processed food companies, or, as a last resort, donate to food banks.

“The stuff in these boxes is not ending up in a landfill,” co-author Max Cadji, The solution to food waste, then, is not to normalize and monetize ugly produce.

“The first thing we did was call Hungry Harvest,” Rose said.

“The timing was crazy, but we wound up getting 50 cents on the dollar on it, where we wouldn’t have gotten anything on it.” But Rose also made a surprising acknowledgement: Not all of the food New Sprout Farms sells to Hungry Harvest was going to waste before the service came along.

“We need to be competitive as a business.” are, in a way, the original ugly-produce companies.

Customers pay for a share in their local farm, usually before the farmer plants anything. The customer assumes some of the risk—it’s possible that they won’t receive abundant or beautiful produce, depending on the year—while the farmer is financially protected if she suffers a bad harvest. CSA had seen a 30 percent drop in customers since Imperfect Produce came to Oakland.


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