Challenge: Visually “imperfect” produce helps reduce food waste, lowers environmental impact, and offers the same nutrition at a lower cost. But despite its benefits, it continues to be overlooked by consumers simply because it doesn’t look the part.

Solution: People, like produce, are often judged by appearance, when what truly matters is what’s inside. Through a playful, uplifting affirmation campaign, we give voice to our fruits and veggies, reminding shoppers that imperfections don’t make us less. They make us real. And real is beautiful.