EMERYVILLE, Calif. — The eggplants are crooked and a little long-necked, contorted enough that they would probably lose in a beauty pageant against rounder or more symmetrical aubergines.
In the field where they were grown or in the supermarkets for which they were once destined, they would presumably have been discarded. Not because they are inedible — simply because they do not make the aesthetic cut.
But the notion that real food has curves may be as catchy as the subversive advertising campaign on women’s beauty.
“We find that it is really easy to convince people when they realize they can pay a fraction of the price to get the same kind of taste and health,” said Ron Clark, the chief supply officer for Imperfect Produce, a San Francisco Bay Area start-up that has been selling what it calls “cosmetically challenged” fruit and vegetables for the last six months. “Once one person is convinced, it doesn’t take much to get them to convert others.”
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