Perfectly Imperfect Produce

Reduce Food Waste, Save the Produce

Perfectly Imperfect Produce is a movement, an ideal, started in Cleveland, with the goal to reduce food waste by supplying people with food boxes filled with produce that would have otherwise been thrown away, because it wasn’t pretty enough. The owner asked our class to create plans for her business: they needed to gain more subscribers, increase their online interaction, and keep their subscribers for longer. My group’s plan was to take what Perfectly Imperfect Produce was already doing, and frame it as a movement people could join. This movement could be shared online, and contributed to with the company doing more community interactions, such as school events, farmer’s markets, and even volunteer events.

Our group did contact the current and past subscribers with a survey to understand how the company is viewed. Most customers were satisfied, but wanted more interaction, more customization. To keep subscribers, we needed to spread the message and build the movement. Since the company had a minimal budget for advertising, and a limited delivery area, we focused on digital solutions that could be seen and shared.

Our first solution were two Facebook video ads, the below being the one I designed. We wanted a play on “One bad apple ruins the bunch”, because “ugly” fruit is usually just thrown out, when it could be used for products, or even eaten normally.