Bay Area Startup 'Imperfect' Wants To Sell You Ugly Fruits & Vegetables

EMERYVILLE (KCBS) -- You've probably heard of Throwback Thursday, or Meatless Monday, well now there's something new to tweet or Instagram to your friends: Ugly Food Friday.

A new produce delivery box company called Imperfect coined the phrase.

"We've got a crazy looking pear right here," said co-founder and CEO Ben Simon. The monstrosity that he's holding at Imperfect's Emeryville packing warehouse can't really even be described as pear-shaped.

"It's sort of bulging out in every direction and it's got crazy colors on it," he said. "Clearly not cool enough for the grocery store."

But it's perfect for Imperfect, the new subscription produce delivery box that takes the flawed looking fruits and vegetables off farmers' hands and puts them into yours.

It all tastes delicious, but it just doesn't meet grocery stores' standards of perfection -- which brings us to Ugly Food Friday.

They're aiming to make Internet stars out of these foods that might have otherwise gone to waste.

"It's basically posting the wonkiest pieces of fruits and vegetables that they receive and what they cooked with as well," Simon said.

Each Imperfect box saves upward of 300 gallons of water because these fruits and veggies would have just been tossed out.