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


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Educate yourself.
Understand Food waste at farms & how it affects you.


2-4 million pounds of
fruit is wasted at farms within a 15-mile
radius of Kingsburg, CA. 


• This fruit is thrown away mostly for cosmetic
reasons, because it’s ugly. 

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.


Become an Ugly Advocate.
Take what you know and tell your neighbor!

• Most people just aren’t aware how much fruit
farmers have to throw out. But you know, so
become an advocate and share what you know.
• Take one of our videos and show it to your
neighbor, your local grocer and your friends at
school or work.

Want to take it a step further? Join our mailing list to get updates

on what we are doing.


Take-Control & solve the problem!
Consumers ultimately decide whether fruit is tossed out or eaten by people.

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