Fresh produce rescue business gets new identity with focus on growers
Restaurateur and fourth-generation farmer Matt Moran has joined forces OzHarvest Ventures, to give fresh produce rescue and delivery brand, Good & Fugly, a second chance.
The brand has officially relaunched with the mission to support Australian farmers, providing another avenue for them to sell locally grown produce; both the “good” and the “fugly”.
Good & Fugly will work directly with growers to source quality fresh produce, from the perfect to the imperfect, which will then be distributed through fruit and vegetable boxes delivered directly to households across Sydney.
“I grew up on a farm and still run one today, so I understand the realities farmers face. I’ve seen first hand how much can be lost along the way. That’s what drew me to Good & Fugly in the first place; as a farmer, chef, and someone who’s passionate about sustainability, I know how much value can be lost to waste,” said Moran.
”Good & Fugly is about backing our growers and making sure more of what they produce actually gets eaten. By creating another avenue for farmers to sell their produce, we can help them to recover value from their crops while getting great seasonal fruit and veg onto people’s tables. If we want a fairer and more sustainable food system, it has to start with supporting the people who grow our food.”
The carefully curated boxes are designed to feed anywhere from two to eight people, with customers able to purchase one-off orders or ongoing subscriptions.
Across Australia, up to 30 per cent of perfectly good fruit and vegetable harvests never leave the farm - whether due to oversupply, specifications or consumer demand. When this happens, farmers absorb not only the loss of the produce but also the labour, water and resources used to grow it.
Farming partner, James Duffel of Farmer and Son, said: “All produce has a story, and behind every harvest is someone’s livelihood. We plant, we water, and we battle the weather. And when the time comes to pick and send our produce to our customers, it’s our greatest pleasure. From a single clove of garlic to a whole watermelon, every piece of produce carries a story. It’s our job not only to grow it, but to live that story and share it with the people who enjoy what we grow”.
Ronni Kahn AO, founder of OzHarvest, said: “For more than 20 years OzHarvest has been dedicated to improving the food system by reducing food waste, valuing food and helping to feed people in need. We created OzHarvest Ventures to innovate and accelerate our social impact.
“By teaming up with Matt Moran to bring Good & Fugly to life, we’re committed to actively driving the sustainable and healthy food system we believe in, while educating consumers and providing direct support to farmers and growers. Additionally, proceeds from every box purchased will help provide meals for people in need, ensuring that the impact of every box extends beyond the household receiving it.”
While the brand is currently focused on the Sydney metro market, the issue it addresses is far from localised. Food waste impacts farmers and communities across the country, and the Good & Fugly model has the potential to grow nationally as it continues to build partnerships with growers.
With a refreshed identity and a clear focus on farmers, Good & Fugly is stepping into its next chapter determined to support Australian growers, prevent unnecessary waste and help build a fairer and more resilient food system for the future.
