The Portuguese Isabel Soares is co-founder of the cooperative Fruta Feia (“Ugly Fruit”), which fights food waste by selling fruits and vegetables whose appearance does not meet the EU’s standards for distribution. Since fall 2013, Fruta Feia has sold over 20 tons of “unwanted” fruit to its members.
In her MAD4 talk, she describes how she built a cooperative that has attracted people from all walks of life and serves as a model to fight food waste throughout the developed world. She also calls on ambitious chefs to rethink their sometimes rigid conceptions of beauty as a way to combat waste: “Why must all fine dining dishes be identical?”
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