What Happens to the Ugly Ones?

I was interested to read that Australian retailer Woolworths are now selling ugly, misshapen fruit and vegetables. Normally when you go into a supermarket there is no variety whatsoever. Carrots all look identical and perfectly shaped. Apples are all shiny and the exact same size, with no blemishes. But if you’ve grown fruit and vegetables yourself, you’ll know this is not how most of your harvest will usually turn out. In fact, I’m convinced the “ugly” fruit and veggies actually taste better in my paleo cooking than their aesthetically pleasing alternatives.

This move by Woolworths does make me wonder – what do the growers usually do with this fruit and veg? The official line is that this new initiative will reduce waste – but I can’t believe they’d otherwise just let this misshapen produce rot. Surely those processed and ready meals and sauces already receive ugly fruit and vegetables? Aren’t oddly shaped tomatoes the ideal candidates for tomato sauce? Don’t they used some of the produce as animal feed?

I think most of the food waste happens in our kitchens up and down the country. How many of us are guilty of over purchasing fresh produce, with good intentions – then finding it rotting a week later? Unfortunately I can’t help but think cheaper fruit and veg would make this problem worse, as it could encourage us to buy more than we’re realistically going to eat.

Surely it would be better if we could just accept a carrot is a carrot. Instead of selling cosmetically perfect carrots and ugly carrots, can’t they just sell us carrots? Those of us making a stew could pick them at random, and those with high carrot expectations could rummage around to find the perfect specimens.

The Cultural Shift Towards Imperfect Produce

In recent years, there's been a growing awareness of how much good food goes to waste simply because it doesn’t meet our aesthetic expectations. This movement, known globally as the “ugly produce” or “imperfect pick” initiative, reflects a much-needed cultural shift towards valuing food for its taste and nutritional content rather than its appearance. Woolworths' decision to introduce misshapen fruit and vegetables under the “Odd Bunch” label signals that Australian consumers are beginning to question the superficial standards that have defined supermarket shelves for decades.

Why Appearance Took Centre Stage

The rise of standardised produce came about largely due to marketing and logistics. Uniform sizing makes packing, transporting, and shelving easier. Moreover, marketers know that consumers often associate shiny, blemish-free fruit with quality. But this conditioning has had serious environmental and ethical ramifications. Perfectly edible produce that doesn’t look the part is routinely discarded before it even leaves the farm. The rejection rates from buyers can be as high as 30% purely due to cosmetic flaws.

How Ugly Produce Supports Sustainability

By incorporating imperfect produce into our shopping habits, we’re doing more than just making a cost-effective purchase. We’re contributing to a more sustainable food system. Farmers can sell a greater proportion of their crops, which means less waste and more profit. Consumers often pay less, while also helping reduce the massive carbon footprint associated with food waste. According to the Department of Climate Change, Energy, the Environment and Water, food waste costs the Australian economy over $36 billion annually. Much of this is avoidable.

Does Taste Differ?

There’s a persistent myth that if something doesn’t look right, it probably won’t taste right either. But in fact, ugly produce often has just as much – if not more – flavour. Heirloom tomatoes, for example, are prized in the gourmet world precisely because they’re knobbly, oddly shaped, and packed with taste. Apples that are smaller and less shiny may have grown slower, developing a deeper sweetness and complexity. In home paleo cooking, where flavour is paramount and visual perfection is irrelevant, these variations often result in richer, more authentic meals.

Reducing Food Waste at Home

While it's important to address waste at the supply chain level, a significant portion still occurs in our homes. A CSIRO study estimated that the average Australian household throws out over 300 kg of food each year. One way to combat this is to stop being fussy about visual imperfections. If you're making a curry, soup, or smoothie, the shape of your zucchini is completely irrelevant. Additionally, planning your meals more effectively and embracing techniques like batch cooking can help ensure your fresh produce is used up before it spoils.

Composting as a Last Resort

When food waste does happen, it’s important to manage it responsibly. Composting is one of the most paleo-aligned ways to return nutrients to the earth. By composting scraps rather than sending them to landfill, you help reduce methane emissions and create rich soil for your own garden. If you’re growing your own produce, compost becomes a natural cycle of nourishment. Ugly or bruised produce can also be used in broths, stocks, or preserved in fermented dishes – a nod to traditional preparation methods.

Supermarkets vs Farmers Markets

While major retailers are slowly embracing imperfect produce, many local growers have been offering them for years without the marketing label. At farmers markets, you’re more likely to find natural variation in your fruit and veg. Supporting these markets not only helps small producers, but also offers more seasonal and nutrient-dense produce. Often, you’ll get the chance to speak directly with the growers – and they’ll tell you exactly how those oddly shaped pumpkins were grown, without pesticides or artificial ripeners.

Educating Future Generations

Children, especially, absorb ideas about food from an early age. If they’re only ever exposed to flawless, uniform apples, they may grow up believing any variation is inferior. This can lead to lifelong fussiness and a disconnection from the realities of how food is grown. Including your kids in the food-growing process, even with something as simple as a few herbs or cherry tomatoes in pots, can help normalise the irregularities and foster appreciation for the effort involved in growing produce.

Ugly Produce and the Paleo Ethos

At its core, the paleo lifestyle is about returning to a more ancestral way of eating and living. Our ancestors certainly didn’t reject a pear because it wasn’t symmetrical. They ate what was available, and they valued food for its sustenance and taste. In this way, embracing ugly produce is inherently paleo. It’s about shifting focus away from superficiality and back onto function and nourishment.

Tips for Buying and Using Imperfect Produce

Buy from the “Odd Bunch” section when available – it’s often cheaper and just as good.
Look for markets or co-ops that sell seconds or direct-from-farm produce.
Use soft or bruised fruit in baking or smoothies – bananas, apples and berries all work well.
Chop and freeze excess vegetables before they turn – great for stir-fries and soups later.
Dehydrate or ferment surplus items to extend their shelf life in a paleo-friendly way.

The Bigger Picture

Buying ugly fruit and veg is more than just a quirky trend. It’s a step towards dismantling a flawed system that values appearance over nutrition, convenience over sustainability. By making conscious choices, we empower farmers, reduce waste, and take a stand against a culture that prioritises uniformity at the cost of the environment. So next time you see a wonky carrot or a lumpy lemon, remember – that little imperfection is a badge of honour. It’s nature as it was meant to be.

I’d love to hear your views. Would you buy ugly fruit and veg, or is beautiful produce important to you?