Challenging ideas of imperfect produce in BC

The case for imperfect vegetables has grown recent years, with many large chain grocery stores starting to stock”ugly” produce at a discounted rate, and countless food redirection organizations forming across Canada. One company in BC is challenging “ugly” food perceptions by redirecting fresh, healthy, organic produce from farms directly to consumers.  The company, called “Rebel Foods”, buys misshapen fruits and vegetables from local organic farmers, packages them and sells them at a lower rate than market organic produce. Founder Brody Irvine maintains that the produce is still has the same quality and taste as “perfect” foods.

Brody Irvine is one of the brains behind Rebel Food — a program to get ugly organic fruits and veggies into the mouths of consumers to limit the amount of food waste in the region.

Image: Jennifer Chen via CBC

“We’ve got some pretty gnarly looking carrots — twisted and forked that still tastes great and still has nice crunch and flavour to it, but normally wouldn’t make it to the grocery shelves,” Irvine told the CBC. Rebel Food’s products are starting to appear on the shelves of independent grocery stores, in hopes of providing customers with an inexpensive option for organic produce.

Another company fighting food waste, Fraser Valley Biogas, uses food waste to create natural gas. It now powers over 1000 homes around the area. Co-owner Pete Schouten, whose family has been farming in the area since the 1920s, understands the need for sustainable agriculture initiatives like biogas. For Schouten, the solution has always been clear. “It was drilled into us since we were kids — you just don’t waste anything,” he told CBC. “As farmers, you rely on the land — and if you don’t take care of the land, then it wont take care of you.”

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