Imperfect Produce
Grocery stores are one of the major contributors to food waste in America since they often reject fruits and vegetables due to small blemishes, irregular sizing or because of surplus. That’s where Imperfect Produce steps in.
The campaign convinces people to believe that the appearance of produce doesn’t affect food’s quality - ugly food, same great taste.
The Imperfect Produce blind taste test allows people to taste IP and discover for themselves the flavors hiding behind the ugly exteriors.
The imperfect cookbook arms them with recipes to try themselves, so they can learn to cook delicious sustainable meals at home. The book was designed with the same shape as the brand's logo - heart shaped potato.