You don’t have much granularity to work with though. It’s either good enough, weird, or not edible. Produce is already sorted by at the processor for auxiliary

You don’t have much granularity to work with though. It’s either good enough, weird, or not edible. Produce is already sorted by at the processor for auxiliary products such as sauces and processed goods where the consumer would never see them. The stuff reaching store shelves is already supposed to be premium. Then you have a company like Imperfect Produce will take whatever is at the bottom of that group and deliver it to you for about the same price as going to the grocer but alongside an anti food waste social good marketing angle, which I think mostly works on the fact that all that produce has already been judged to be good and you can’t tell so you might as well alleviate some consumer guilt. Also how much market pricing power could put on a $0.50 cucumber. We’re literally talking nickels between categories. What you’re really missing out on is that picking out food activates some finely tuned gatherer senses that people find both enjoyable in the moment and when cooking/eating the food; “I bought some great avacados this morning”.