Tech

Beneath this silly Instagram account is a harsh reality about how we waste food

Madison Malone Kircher

2015-08-19T21:17:00Z

Even though they're totally tasty, deformed fruits and vegetables are often overlooked for more traditional looking produce — so this man started sharing photos of "ugly," yet adorable, produce on Instagram and Twitter try and change that.

And weirdly enough, a lot of the fruits and veggies look like people or body parts.

Each year, 40% of produce grown in the United States is thrown away, the National Resources Defense Council reports. Using ugly produce, instead of throwing it in the trash, is “such a low hanging fruit solution to food waste," Jordan Figueiredo, the man behind the @UglyFruitsAndVeg campaign, told Think Progress.

Screen Shot 2015 08 19 at 4.27.50 PM — This adorable eggplant just wants to be loved. Jordan Figueiredo

Read on to learn more about the ugly food movement and check out 15 of Figueiredo's Instagrams.

Figueiredo started @UglyFruitandVeg six months ago, posting pictures on Twitter and Instagram.

YES, IT'S MONDAY.....BUT THE HUGGABLE AUBERGINE IS HERE TO BRIGHTEN YOUR DAY! #FreeHugs #OneSizeFitsAll

A photo posted by The @UglyFruitAndVeg Campaign (@uglyfruitandveg) on Mar 29, 2015 at 11:40pm PDTMar 29, 2015 at 11:40pm PDT

His photographs feature fruits and vegetables that look a little different from the produce you would typically find in stores.

In Summer, even ugly veg love a cool dip in the pool and/or pot! #VeggieDipping #PotTubin Pic: @premkmenon54 on IG

A photo posted by The @UglyFruitAndVeg Campaign (@uglyfruitandveg) on Aug 14, 2015 at 9:12pm PDTAug 14, 2015 at 9:12pm PDT

"We throw away nearly 26% of all produce before it even reaches the grocery store due mostly to cosmetic standards from large grocers that dictate exactly how fruits and veggies should look," Figueiredo explains.

THE ZUCCHINI BIRD! By @appleanimalcreations #FlightOfZucchini #PollyWantABlueberry

A photo posted by The @UglyFruitAndVeg Campaign (@uglyfruitandveg) on Jun 27, 2015 at 4:59pm PDTJun 27, 2015 at 4:59pm PDT

Source

Today, he has more than 25,000 followers across the two platforms.

THEY SAY I'M UGLY! HOLD ME!!!! #UglyVegComfort #DoYouCarrotForAHug? Pic by http://t.co/3PZF1VWRBd

A photo posted by The @UglyFruitAndVeg Campaign (@uglyfruitandveg) on Jul 9, 2015 at 4:44pm PDTJul 9, 2015 at 4:44pm PDT

Turns out, there's is a whole community of ugly food enthusiasts out there.

FLUTTER-BY BERRY-FLY #StrawFlyBerry #FlightOfFood #SweetTweet cc @foodrev @jamieoliver

A photo posted by The @UglyFruitAndVeg Campaign (@uglyfruitandveg) on Feb 25, 2015 at 4:30am PSTFeb 25, 2015 at 4:30am PST

His followers even include food celebrities like Jamie Oliver and Michael Pollan, Figueiredo told Think Progress.

SHALL WE DANCE? #BerryTwoStep #StrawBoogie Pic from http://t.co/hnrNQ9uOc6

A photo posted by The @UglyFruitAndVeg Campaign (@uglyfruitandveg) on Jul 6, 2015 at 6:29pm PDTJul 6, 2015 at 6:29pm PDT

Source

Figueiredo regularly posts pictures fans send him from grocery stores and markets. He gets anywhere from 10 to 20 submissions a day, Figueiredo told Think Progress.

THE DEVIL IS IN THE TOMATOES #HighwayToFarm #ShoutAtTomato #FarmsBells

A photo posted by The @UglyFruitAndVeg Campaign (@uglyfruitandveg) on Feb 19, 2015 at 11:54pm PSTFeb 19, 2015 at 11:54pm PST

Source

Working as a solid waste specialist in California inspired Figueiredo to start promoting ugly produce.

"I'm not ready to be fries yet! Life as an ugly vegetable is awesome right now! Have you seen the news?!!!" #UglyJoy

A photo posted by The @UglyFruitAndVeg Campaign (@uglyfruitandveg) on May 31, 2015 at 7:55pm PDTMay 31, 2015 at 7:55pm PDT

Source

"Everyone should have the right to buy 'ugly' produce if they want, especially since it saves resources and money," Figueiredo explains on his website.

ANGRY BIRD ONION from @imgur Sent in by @Phyllis2013 on Twitter #DontFeedTheBirdVeg #PleaseEatTheBirdVeg

A photo posted by The @UglyFruitAndVeg Campaign (@uglyfruitandveg) on Jun 16, 2015 at 3:55pm PDTJun 16, 2015 at 3:55pm PDT

Source

Figueiredo has also started an online petition to get more ugly produce sold in stores.

THE CUTEST POTATO EVER! From @KarenAndAndrew via @UnSqGreenmarket #LittleBunnyTatoe #RabbitSpud #LoveEveryBunny

A photo posted by The @UglyFruitAndVeg Campaign (@uglyfruitandveg) on Apr 29, 2015 at 8:09am PDTApr 29, 2015 at 8:09am PDT

Source

The petition targets major grocers like Whole Foods and Walmart, asking them to start selling "uglies."

THE MASKED UGLY TOMATO AVENGER! #NotCastYet #YoullGetThePartNextTime

A photo posted by The @UglyFruitAndVeg Campaign (@uglyfruitandveg) on May 30, 2015 at 6:15pm PDTMay 30, 2015 at 6:15pm PDT

Source

Some grocery stores in Canada, Australia and Europe have already adopted the practice, which Figueiredo says has increased store traffic and sales.

WHY UGLY FRUIT AND VEG? Because it's what's on the inside that counts! #UglyIsBeautiful #UglyHasCharacter

A photo posted by The @UglyFruitAndVeg Campaign (@uglyfruitandveg) on May 29, 2015 at 4:01pm PDTMay 29, 2015 at 4:01pm PDT

Source

More than 80,000 people have signed the petition so far, including chef Mario Batali.

"PAINT ME LIKE ONE OF YOUR FRENCH VEG" #AVegNamedRose #TakeMeToTheStoreJack #DontYouSayYourGoodbyesVeg! inspired by all the Titanic references by you all. Thanks again peeps! :)

A photo posted by The @UglyFruitAndVeg Campaign (@uglyfruitandveg) on Mar 28, 2015 at 12:41pm PDTMar 28, 2015 at 12:41pm PDT

Source

For Figueiredo, ugly produce isn't something to discard. It's something to love.

THE POTATOES ARE FULL OF LOVE @williamsonsfarm #AllWeNeedIsSpud

A photo posted by The @UglyFruitAndVeg Campaign (@uglyfruitandveg) on Jun 19, 2015 at 7:00pm PDTJun 19, 2015 at 7:00pm PDT

"The solution might look ugly, but the result will be something beautiful," Figueiredo says of his food movement.

THUMBS UP EGGPLANT. #AubergineApproved #VegVoted #akaHitchhikingEggplant

A photo posted by The @UglyFruitAndVeg Campaign (@uglyfruitandveg) on Feb 26, 2015 at 8:37pm PSTFeb 26, 2015 at 8:37pm PST

Source

Digital Culture Instagram Food