ugli market is a branding project aims to reduce food waste caused by the rejection of “ugly” produce from other grocers. The brand wants to redefine what “ugly” means with imperfect produce, and teaches its customers about a more eco-friendly lifestyle.
Billions of pounds of fruits and vegetables go to waste every year because of cosmetic reasons. “Ugly produce,” is often too unattractive to sell and gets tossed, but being unattractive doesn’t mean it’s inedible.
ugli wants to take a shot at the problem of food waste from the branding perspective. The name draws attention to the pronunciation of the word ugly, which gives room for the audience to redefine what is “unattractive", what is “beautiful”. By rebranding “ugliness”, we want to show our customers that ugly produce can be as delicious as other produce, therefore shouldn't be wasted.