In a society where poverty and hunger are increasing, about 30% of the food produced in Europe is thrown away because, despite being tasty and of good quality, because 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 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 started in November 18, 2013 with 1 delivery point. Today it counts on 21 delivery points (15 in the region of Lisbon and 6 in the region of Porto), around 400 farmers and 13 000 associated consumers and saves around 32 tons of fruits and vegetables from being thrown away every week!