 The growers have essentially inherited these standards from the marketing departments of the grocery stores that are strictly based on how it looks. Fruits and veggies come in many shapes and sizes, but nutrition is more than skin deep. Company here in California is redefining the produce standard as an opportunity to increase access to healthy, fresh food. Hi, I'm Dan Kurzrock for Uprocks. Let's go take a look beneath the peel. 20% of all fruits and vegetables fall into this category that are cosmetically challenged. This is stuff that's getting sold to animal feed for like one cent per pound. There's a huge amount of it that is perfectly edible and nutritious and it just doesn't look quite right or it doesn't fit the specs that the big industry buyers are looking for. They'll literally just be left in that field. That prompted me to come out to the West Coast about two years ago to start the company. Imperfect produce is an ugly produce delivery service. So we basically take all the fruits and vegetables that otherwise would be wasted on farms just because of the way that they look. And we pack customizable boxes for our customers for 30 to 50% cheaper than grocery store prices. So typically when you grow apples for the fresh market and then it has to go to juice just because of a little bit of a spar, typically the grower takes a loss there. We're able to buy that for a premium to give more revenue to that grower. The biggest thing is the ability to pair up value and values together. The fact that you literally are saving on a money on your produce every week while getting it delivered and then at the same time making a big social value, a big impact on the environment and on food waste. We're getting it straight from the farm so it's actually fresher a lot of times than what you can find at the store and the quality is just the same. Food really gets wasted all along the supply chain. Actually the biggest chunk is by us consumers. We need to create a culture where food is really valued and food is really seen as precious. What's really incredible about Imperfect is they've really had an outsized impact on the industry through the attention that they've brought to the issue. Food waste can be a really overwhelming problem and I think a lot of environmental problems feel very overwhelming but I hope to inspire people. There's a way for all of us to get involved.