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UK: Misshapen fruit is better than perfect, according to new ad campaign

"Don't go hatin' on that carrot because it isn't perfectly formed". That's the message of a campaign touting misshapen fruits and vegetables. They've started the "Ugly Fruits" campaign using the images above and others, to bring the sustainable food movement some cool factor. "Buying wonky fruit is a shopping experience and people know they're doing something good in the process," co-founder of Ugly Fruits, Moritz Gluck, told Guardian Sustainable Business.

Worldwide, nearly 40 percent of the food and vegetables farmed will go to waste before ever reaching people who could eat them. It some parts of the world it's an issue of storage, but according to the Soil Association, 20-40 percent of produce in the UK is discarded because it is misshapen. "In terms of taste, ugly vegetables are just as good as regular vegetables," said Brumsack.

Source: now.msn.com

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