[jheinvirta]

Thanks! And love your thinking. To be frank, we have not had the chance to get enough insights on how strong the 'beauty standards' are in food factories. We know from one local chips maker that they do get potatoes that are too small for them and hence cannot be made use of. So it depends on the type of food product we talk about, but defenitely the standards in the food factories are lower than in the B2C space. We actually think we can start creating products like jam ourselves with fruits that are so mistreated that we cannot even include them in our produce boxes.

That said, the problem is also a bit educational. 1) many people don't know that imperfect produce is actually very common (as in supermarkets only perfect fruits&veggies are displayed) 2) some people think that imperfect produce is imperfect as they were genetically modified (which is not the case).

And lastly, the problem is also due to the existing supply chains. Supermarkets do not only optimize for looks but also size, for logistical and pricing purposes.

Apart from that, we do not only tackle food waste by offering imperfect produce but further only offering seasonal produce and shortening the existing supply chains.