The Ugly Company

The Ugly Company

Ben Moore, Kingsburg, CA

The Ugly Company exists to prevent food waste and add value back to our family farms.

Hello! I’m Ugly. My name is Ben Moore. I’m a 4th generation farmer from Kingsburg, CA. Over the years, my family and I have farmed everything from stone-fruit, wine grapes, raisins, almonds and olives. We farm both conventionally and organically. I’ve witnessed hundreds of thousands of tons of perfectly edible fruit thrown out at, and around our farm, over the years. Growing up, I always thought fruit getting thrown out because it’s ugly was normal.

I’ve backpacked and traveled across quite a bit of the world, and I came to realize.. the amount of produce we throw out, in the United States, for aesthetic reasons is 100% not normal. The light bulb went off and I felt called to action during the summer of 2017. There was a hurricane in Houston, TX. Then another hurricane shortly after in Puerto Rico. I watched the news and read the reports that people were starving. There wasn’t enough food to go around in Puerto Rico. Just that week, I personally dumped out over 300 tons of edible fruit.

I decided that the world needs to know about this problem. I’m convinced that we can prevent all of this waste if enough people can see and feel what I do, as a farmer, on a daily basis.

This is our Ugly solution. EAT UGLY.