Written by


About a third of the planet’s food goes to waste, often because of its looks. That’s enough to feed two billion people.

Luckily the “ugly food movement” is taking off around the world, particularly in Europe and Australia, as an answer to the problem of food waste.

Don’t get me wrong. I LOVE PRETTY THINGS. In my deeply nihilistic minset, pretty things sometimes help me get through the day. Pretty things make me feel good. I might lead a rather minimalistic lifestyle, but the few things I chose to own, are perfect to me. I am very, very picky when it comes to things and people, but food to me is just a different story.



So, have we taken it a tad too far with our food? Do our tomatoes ( english accent please ) have to be instagram perfect and symmetrical to make it to our shopping cart? Nearly 800 million people worldwide suffer from hunger and yet we throw away food which would be more than enough to feed every one of them more than twice over.

This cult of perfection is killing us, and we don’t even know it.

The fact is that imperfection when it comes to fresh produce,does not necessarily affect freshness or quality. Not at all.   This new ‘loving ugly food’ movement is luckily catching on, with quite a few companies and brands embracing it, however getting the mainstream on board still remains a serious challenge.



If serving a lovely dish is important to you, focus on the food styling along with a set of high quality plates and silverware. Take inspiration from food blogs, pinterest, or your fave restaurants and jazz up the way you arrange the food on a plate, play with spices to create visual effects and pay attention to the details when you set the table, not when you are grocery shopping.  Do some research and find out which markets/grocers offer the option of buying the non-perfect fruit and veggies and support them. I’ve made a deal with my local  greengrocer and I get all the things I need from his imprefect basket for half a euro per kg. Yeap, you got that right.

If it matters to you, raise awareness.



I would love to see your ugly food.

Don’t forget to tag me on instagram or facebook and show me what you got and/or what you’ve made with what you got!

Love you lots,



  1. Mal says:

    This is awesome. I love the line “The Cult of Perfection is Killing us, And We don’t Even Know it”
    So true.

    • says:

      Oh, it is, isn’t it?

  2. Glad to read your post that creates awareness about the wastage of food and how it can be reused.
    This is gonna help our farmers a lot.

    • says:

      Fingers crossed!

  3. Great article, I grew up in a fruit and vegetable growing area and seeing farmers go broke because supermarkets and consumers don’t understand that not everything is shaped perfectly makes me so angry!

    • says:

      It is indeed so frustrating!

  4. Wow!! Never thought an article like these will be interesting. Superb article. Really liked it :).

    • says:

      Thank you so much! I’m glad you enjoyed it!

  5. This is a really, really good post. Very accurate. Very eye opening. Guess I never really thought about it this way!

    • says:

      I’m so happy you enjoyed the post! Food for thought!

  6. Thank you so much for remubding me about the need to make good use of food rather than throwing food when there’s hunger all over the world.

    • says:

      happy to raise awareness!

  7. My mum grows her own fruit and veggies so I grew up eating a lot of ugly looking, but deliciously fresh food. I’ve been living out of home for about a month now and it’s crazy how much my perspective has changed. Now that I have to buy my own food, I find myself reaching for the “prettiest” looking piece of fruit on the shelf. I don’t know what it is.. I guess because I could see mum’s food growing it and trusted it, grocery store food, however.. I’ll never know. It’s silly, I know. I’ve got to make an effort to change my habits..

    Christie’s Take on Life. xx

  8. I hate how supermarkets throw good food away just because it doesn’t look good enough! We grow some fruits and vegetables ourselves and guess what they taste as good even when they doesn’t look ‘right’.

    x Lisa (getfreefalling)

    • says:

      I bet they taste amazing!

  9. WOW what an amazing post!1 I actually never thought about that but you´re so right

  10. Ryan says:

    eh who cares what it looks like it as long as it tastes good!

    • says:


  11. Liz says:

    I think this is great. I hate wasting food, but I feel like I waste way too much. I’m going to try and do better! Thanks for sharing!

    • says:

      thanks for stopping by!

  12. This is a great topic! It’s actually because of GMOs and other modifications that food has become so perfect looking. At lot of your pics look like food from our garden!

  13. Myisha says:

    I’ve never even thought about it, but I’m sure I’m guilty of picking a better looking something when in the market.

    • says:

      food for thought then 😉

  14. This is interesting! I’ll eat ugly food. Food is food to me! I only throw away food that goes rotten.

  15. Blair villanueva says:

    Eating ugly fruits and veggies are normal to us at home because it is home grown, or cultivately cheaply. When its perfectly shaped, we expect its expensive.
    And why we will buy expensive fruits and veggies? Hahaha Unless we will send it as a gift for an important person.

  16. Great post 🙂 We all need to make good use of food rather than throwing food especially when there’s hunger across the world. We have a garden at home and we grow some fruits & vegetables ourselves. And they taste so good even if they don’t look “right”.

  17. Valerie Robinson says:

    So glad you wrote this. I’ve also learned composting over the years to create new soil.

    • says:

      Composting is a great way to recycle produce !

  18. Interesting point, I never thought of this before to be honest 🙂 I do not have any ugly food at this point to share.

    • says:

      Hopefully soon Elena! Thank you for stopping by!

  19. So interesting, I love that this movement is catching on too. Fruits and veggies are so important for our bodies, even if they’re ugly.

  20. When I first saw the picture and headline, I wondered what she would write about this. I miss a lot if I did not read this article. I don’t like to waste food. But you have raised a good point.

    • says:

      I’m so glad you liked my post!

  21. Mae says:

    It’s an interesting topic! For someone who lived in the island, we have some ugly fruits, one of which is a spiky fruit, but super delicious!

    Mae |

  22. Joanna says:

    My local supermarket has actually introduced the wonky boxes, which include about 5 kg of ugly vegetables for only £3.5 . It’s a great way to sell the vegetables that are still good but don’t have a perfect shape.

    • says:

      I feel ya

  23. This is great. For one of my charities I worked with a food bank and they got a lot of ugly produce which I quickly learned is ok to eat. I agree, pretty plates are everything. I need new plates.

    • says:

      Food banks rock!

  24. I grew up poor how the food looked was rather unimportant. Pretty is nice but eating is far more important.

    • says:

      same here

Leave a Reply

Your email address will not be published. Required fields are marked *