Fruta Feia wants to change consumption patterns and create an alternative market to ugly fruits and vegetables. In the process this Portuguese cooperative project helps to value farmers and consumers, and to prevent food waste. “Beautiful People eat Ugly Fruit” is their motto.
Fruta Feia’s main goal is to reduce tons of good quality food that are thrown back to the land by farmers every year and, also to prevent the unnecessary use of resources on their production, such as water, arable land, energy and working hours.
By changing consumption patterns, this project intends that in the future all quality fruits and vegetables are marketed equally, regardless of their size, colour and shape.
Alongside this local impact, Fruta Feia hopes to raise awareness to the food waste problem, as well as to the fact that “ugly food” can be of good quality. This enables people to have access to food that is cheaper and locally produced.