Fruta Feia Co-operative arises from the need to overturn the standardization trends regarding food, which have nothing to do with its’ quality and safety. Fruta Feia's main goal is to reduce tons of good quality food that are thrown back to the land by farmers every year and, also to prevent the unnecessary use of resources on their production, such as water, arable land, energy and working hours. By changing consumption patterns, this project intends that in the future all quality fruits and vegetables are marketed equally, regardless of their size, colour and shape. Alongside this local impact, we hope to raise awareness of the population to the food waste problem, as well as to the fact that “ugly food” can be of good quality. This enables people to have access to food that is cheaper and produced locally.