# Imperfect Produce Subscriptions The Startup Imperfect Repurposes Perfectly Edible Misshaped Food By M | Published 2015-08-20 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/produce-subscription References: [mentalfloss](http://mentalfloss.com/article/67510/company-sends-imperfect-fruits-and-vegetables-your-home) & [imperfectfoods.deliverybizpro](http://imperfectfoods.deliverybizpro.com/summary.php?go=products) Just because produce might sometimes look a little bit disfigured it doesn't mean that it isn't still just as edible, and it was this exact mantra that inspired startup [produce subscription service](https://www.trendhunter.com/trends/fresh-meal-plan) Imperfect to find homes for misshapen foods. The service produces good quality food that might be lacking in appearance a good home so that [food doesn't go to waste](https://www.trendhunter.com/trends/foodtusker) based on aesthetics. While it might be human nature to judge the food we consume by appearance, it is rare that natural produce ever looks the same way twice. While grocery stores avoid selling [asymmetrical food](https://www.trendhunter.com/trends/quaker-deliciously-ugly-campaign) for this reason, Imperfect sends these imperfect fresh produces to homes. The fruit and veggies are guaranteed to be ripe, edible and inexpensive -- the only catch is that might look a little more curved, round or asymmetrical than what you're use to. ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 67% | Activity: 86% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What Makes This Trend Stand Out - **Anti-waste-food Trend:** Food companies can take advantage of anti-waste-food trend by repurposing misshapen edibles into appealing products. - **Customizable-subscription Model Trend:** Companies can leverage on the customizable-subscription model trend by offering produce of the customers' choice. - **Hyperlocal-pickup Trend:** Food companies can capitalize on the hyperlocal-pickup trend by setting up local pickup locations for their produce subscription service. ### Sectors Adopting This - **Food and Beverage Industry:** Food and beverage companies can benefit from Imperfect's anti-waste-food trend in producing more eco-friendly products. - **Subscription-based Service Industry:** Subscription-based service companies can benefit from Imperfect's customizable-subscription model trend by applying it to their own service or product offerings. - **Logistics and Supply Chain Industry:** Logistics and supply chain companies can benefit from Imperfect's hyperlocal-pickup trend by offering low-cost local pickup and delivery services for their clients. ## Related on Trend Hunter - [Affordable Private Grocery Labels](https://www.trendhunter.com/trends/odds-and-ends.md) - [Upcycled Fruit Chews](https://www.trendhunter.com/trends/climate-candy.md) - [Fresh Fruit Subscriptions](https://www.trendhunter.com/trends/fresh-fruit-subscription.md) - [Seasonal Surplus Produce Boxes](https://www.trendhunter.com/trends/christmas-feast-rescued-box.md) - [Puerto Rican Food Services](https://www.trendhunter.com/trends/produce-application.md) - [Environmentally Friendly Candies](https://www.trendhunter.com/trends/climate-candies.md) - [Upcycled Vegetable Packaging](https://www.trendhunter.com/trends/vegetable-packaging1.md) - [Discounted Food Waste Apps](https://www.trendhunter.com/trends/food-waste-apps.md) - [Farm-Fresh Avocado Subscriptions](https://www.trendhunter.com/trends/primavera-avocados.md)