ugly food fresh local sustainable

We love ugly food!

What does truly fresh produce look like?

By the Veggie Fairy Team:

The external appearance of modern produce tells you very little about what’s inside.

Big Corporate Agriculture grows its produce all over the world, usually wherever they can get the job done the cheapest. That means the produce has to be able to survive at least a week, and sometimes months, of travel and storage before it gets to a grocery store.

So Big Ag has focused on developing varieties of produce that have a long shelf life and are tough enough to withstand the rough handling that’s part of industrial agriculture. Nutrition and flavor are not Big Ag’s priority, even when the label says organic.

If there isn’t much in the way of nutrients and flavor on the inside, all you’ve got left is the outside. So fragile fruits like berries get sprayed with perservatives and veggies get waxed. Anything that looks less than perfect gets tossed. It’s all about appearances. Sure, that grocery store produce looks fresh. But it’s fake fresh.

Our local farmers choose to grow produce varieties that are known for their flavor, not their shelf life. If it happens to look pretty too, that’s just icing on the cake. But since they don’t rely on pesticides, sometimes there are signs that a bug has sampled it first.

Plus, our farmers let their produce grow until the day it reaches its ripe, nutritional peak. They don’t pick it early in preparation for a long trip (which cuts short its nutrients and flavor, even though it may have technically “ripened” by the time it reaches its destination.)

After our farmers harvest it, we don’t douse it in preservatives or wax. We simply chill it and deliver it to you quickly, while it’s still really and truly fresh – which we can do because we’re local.

So that’s why we love ugly food. If it’s ugly, nibbled, or oddly shaped, that’s just proof that it’s good for the planet and good for us!

Fresh = perishable . . . and if it perishes, we want to know!

The fact is, real fresh food is very perishable. That’s why we check and double check each item before it reaches you. If something falls through the cracks we want to know! Report it the next time you order.

Here’s how:

  • After you make your choices and click “Save And Review My Order”, scroll to the bottom of the page. Click on “Report Issue With Last Order” then follow the directions. Be sure to click on the green “Submit Issue” button when you’re done!
  • Or sign in anytime and hover over the purple gear icon in the upper right corner. From the drop down menu, select “Report An Issue”, then follow those directions.
  • If the item came in your basket, we’ll replace it. If it was an Extra, we’ll issue a credit. We always stand behind the quality of our fresh, local food!

    How do you keep fresh food fresh?

    Pretty or ugly, the best way to get the full benefit of all the nutrients and flavor in fresh food is to eat it right away. Of course, that’s not always possible, so check out our series on how to make your fresh food last longer.


    Since 2011, Seasonal Roots’ online farmers market has connected Virginia families with local family farmers who use sustainable, humane practices. Our veggie fairies – mostly moms who believe in living better through scrumptious, healthy eating, being kind to animals, protecting the environment, and spreading joy – home-deliver freshly harvested produce, pastured eggs, grassfed dairy and meat, plus artisan fare. We empower our members to eat better and live better with more nutritious, flavorful food that’s good for us and good for the planet. More info at