The ‘ugly veggies’ people in a new challenge to supermarkets

Produce delivery company Farmers Pick has long championed the consumption of blemished oranges and misshapen carrots, but the “ugly veg” startup plans to extend its challenge to the major supermarkets now by adding pantry staples to its range.

It’s been three years since co-founders Josh Ball and Josh Brooks-Duncan first hatched a plan to rescue hundreds of thousands of kilograms of less-conventionally attractive fruits and vegetables from Australian farms and sell them directly to households through a delivery service.

The duo started approaching farms in 2020 with an offer to buy up stock that would otherwise be rejected by the major supermarkets and grocery retailers, largely for aesthetic reasons, with a plan to sell these on in produce boxes to customers who weren’t fussed about the appearance of their ingredients.

The focus was on reducing food waste, but it also quickly became apparent that the business model was a good deal for customers. “We’re usually able to get around 30 per cent cheaper – if you’re [ok] with your carrot being a bit bendy, you can get it for around 30 per cent cheaper,” Ball said.

After expanding across Victoria, New South Wales and the ACT and raising $900,000 last year via an equity crowdfunding campaign, the business is now ready to expand its product range.

As inflationary pressures hit households and the cost of everyday essentials continues to rise, Farmers Pick seeks to apply the same principles it has when procuring produce to other non-perishable products.

The company’s Farmers Pick Pantry will offer staples such as coffee, oat milk, jam and eggs at a lower price than can be found at other retailers.

Brooks-Duncan said that as the business evolved, it became clear the problem of food waste also runs deep when it comes to non-perishable groceries, with products close to their best-before date or oversupplies of stock regularly not making their way on to the shelves of supermarkets.