Creating A Market For Misfits

MisfitMarket

Thanks to Henry Alford for all the references in this New Yorker short piece on efforts to establish market value for produce normally treated as misfits are treated, which is to say shunned at best:

For “Ugly” Produce, Beauty Is Rind Deep

Misshapen fruits and vegetables and the farmers who love them.

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Illustration by João Fazenda

You did not anticipate this plot point: you’ve decided to pony up twenty-three fifty a week to receive a regular shipment of organic “ugly produce,” perhaps because you’ve read that about half of the produce in the United States goes uneaten, or maybe because you’ve been charmed by a Web site that boasts of “rescuing” foodstuffs such as “onions that are too small, potatoes that are shaped like your favorite celebrity, and carrots that fell in love and got twisted together.” You glow with a sense of mission. But, when your first shipment of ugly produce arrives and you peer inside the recyclable cardboard box, you do a double take: the produce is not ugly. And not a single potato looks like Abe Vigoda.

“I would first redefine it as misfit produce,” Abhi Ramesh, the founder and C.E.O. of Misfits Market, said on the phone the other day. (It is Misfits Market’s Web site that is quoted above.) “The market calls it ugly produce, but ‘ugly’ ends up being only a small portion of it. The variations are standard: produce that’s too small or too large or that has slight discoloration.” Continue reading