Apart from Gaia and Matosinhos, registrations to Fruta Feia's delivery points are limited
Beautiful people produce Ugly Fruit
In a society where poverty and hunger are increasing, there’s a sad and ironic scenario in which about 30% of the food produced in Europe is thrown away because, despite being tasty and of good quality, it doesn’t look as perfect (in terms of colour, shape and size) as the big distribution channels demand and as the consumers want.
Fruta Feia Co-operative aims mainly to channel that part of the wasted production of fruits and vegetables to consumers who do not judge the quality by its appearance, thus fighting a market inefficiency and creating a movement that can change consumption patterns and that can create a market to the so called “ugly fruit”. A market that generates value and fights not only this waste but also the unnecessary waste of resources used in their production (water, energy and soil).
Fruta Feia co-Op first delivery point was launched on November 2013 at Intendente in Lisbon, wich followed a second delivery point also in Lisbon on April 2014 and a third in Parede on April 2015. May 2016, Fruta Feia arrives to the North side, with deliveries in Gaia, Oporto and Mastosinhos.
The success of the national replication is essential to guarantee it's impact and, therefore, it's our goal to replicate this alternative consumption model in other places through local delivery points.