Fruta Feia by Isabel Soares
In a similar vein as the Man in the Maze short film, Portuguese Isabel Soares realized that so much food is wasted every day for different reasons including the fact that fruits and vegetable don’t look perfect therefore not commercially viable for major supermarket.
Supermarkets want perfect fruits and vegetables in terms of shape, color and size ultimately restricting our consumption to these products. As a consequence, over 30% of total production goes to waste. Put it on a global scale, this is massive.
Being a renewal energy consultant, Isabel decided to turn these facts into a great opportunity by tempting consumer with ugly but nevertheless very good fruits. In short, her project is to bring ugly fruits and vegetables back into the food chain via the Fruta Frei Co-operative. The final goal is to change our consumption patterns and create a market that values both the farmers and the consumers.
Every week, Fruta Frei works with local producers and gathers all the misshaped products that a not “ fit” for consumption. Those products, always fresh and in season, are sold in two-box size. The first one of 4 kilos contains 7 varieties of veggie cost 3.5 Euros while the large box of 8 kilos contains 8 varieties cost 7 euros.
Currently, the project has two delivery points only but work with dozens of producers from Portugal. As a result, the project prevents over 2 tons of perfect food to be wasted every week. This is quite impressive and just imagine how much could be saved every week if the Fruta Frei would go global.