We are all suckers for beautiful produce. There's nothing better than a bright red apple and a smooth capsicum. We only love unblemished produce because that's what we think is suitable for consumption. 20-30% of the farmers' fruitage is deformed and imperfect. This is called Ugly Produce.
Grocery stores refuse to stock the 'not so good looking' or Ugly Produce which is perfectly ready to consume. 133 billion pounds of food is being thrown away because of its appearence, regardless of it being safe and edible. That's one third the food produced every year.
Vegetables and fruits are given a makeover everyday, with the wax coating over fruits and the dewy mist over vegetables. What chance does a misshaped desi sabzi have against these pretty foods. This wastage has a huge impact on the environment and huge losses to the economy.
1.4 billion hectares of land which is 30% of the agri land in the world, 170 trillion litres of water which is enough to fill Lake Geneva thrice, is wasted by discarding this Ugly Produce.
Farm Theory demystifies the analogy of "Beauty being synonymous with perfection". We strive to bring about a consumer behaviour and social mindset shift towards Ugly Produce. Ugly Produce is more immune to diseases or insects because it has developed the physical resistance towards them.
We are a vegetable and fruits delivery service aiming to build a better food system.
Our vision is to increase farmer income and reduce food waste.
Efficient tech enabled supply chain with a network topography of hubs.
Where we are now