Alex Dask, founder of Offbeat Harvest – an innovative online grocer selling cosmetically imperfect but fresh produce, has shared some insights on the discrepancy between consumer perceptions and business practices.

According to Dask, Aussies are wasting nearly 25 per cent of all vegetables and fruits because of their odd shapes or sizes, which do not meet the retailer standards. This shows how people overlook these vegetables’ potential as edible and nourishing foods.

On the other hand, customers are also drawn to “imperfect” items offered by companies like Offbeat Harvest. There is a shift in shopper attitudes towards food waste and sustainability, leading to the increase of businesses that sell such produce.

With millions of tonnes of produce rot in fields in Australia every year, Dask has an ambition to take advantage of “ugly” produce to contribute to greater affordability and enhanced food security.

“Our mission at Offbeat Harvest is not just about selling produce; it’s about changing perceptions, reducing waste, and making a positive impact on our environment,” Dask emphasised.

By providing flawed but fresh items, Offbeat Harvest defies the traditional standards of producing aesthetics and contributes to a nationwide reduction in food waste as well as a shift in the way consumers view food aesthetics.