Popular "ugly" produce companies—Yoon cited Misfits ... which they were told was filmed at a small local farm that supplied ...

Those rating themselves as attractive were 50 per cent more likely to shun the ugly fruit and veg, compared to average-looking people. ‘We showed that higher self-perceived attractiveness ...

CEO Ben Simon decided to test whether consumers were more open to purchasing "ugly" produce like a misshapen carrot or bruised avocado. The concept quickly took off, with Imperfect expanding into ...