Branding Ugly

Every year tons of perfectly edible fruit and vegetables are wasted before reaching the end consumer. Produce that have the wrong shape, size and colour are classified as 'ugly', and thus rejected. It's not just a waste of food, it's an environmental issue and economic disaster for the producers. Ugly Veg is a new restaurant franchise that cook with ugly and rejected fruit and vegetables. Measured by taste, not shape or size. Ugly Veg vision is to create an ugly, plant based food experience that benefits the consumer, the producers and the environment. And in the grand scheme- to redefine ugly.