Our mission is to be fairer to consumers, fairer to growers and fairer to the environment. We want to help New Zealanders reduce food waste and eat seasonally all year round at an affordable price.

In New Zealand, we throw away 122,547 tonnes of food a year. Enough to feed half of Wellington for a year! Fruit and veg are wasted at all stages of the supply chain; from harvest to packaging, to wholesalers, the supermarket and households.

Main retailers and overseas buyers tend to be a bit picky when it comes to the ‘fruit n’ veg dress code’. Strict appearance criteria including the shape, size and colour is only the beginning.

For example: Wonky eggplants tend to be tricky to mass-pack into boxes, a Wonky cucumber can’t fit through the machine and sometimes veggies just grow too big to be sold to bigger retail markets. To make it worse, plenty is left sitting in no man's land simply due to there being ‘too much' produce in that particular week. Not cool!


First things first, we are ANTI-PLASTIC. It baffles us to see bananas and apples in single-use plastic bags at the supermarket. It forces the customer to buy more than they need which increases the likelihood of food wastage.

So here's what we do to be as sustainable as possible:

1. We avoid plastic wherever possible. 

We ask all our growers to sell their produce to us without plastic. As we buy directly from growers, we reach your fridge quicker, meaning that plastic is not needed to maintain freshness.

In some cases, e.g. butterhead lettuce or baby silverbeet, produce may come in plastic packaging - although we know this isn’t a solution, the plastic is recyclable!

2. We spend time packing very small things in brown paper bags.

Due to food standards, most pre-cut items (cut pumpkin’s) are usually wrapped in cellulose, or sometimes plastic. But when we can we pack things like sprouts and shrooms into the paper bags.

What is compostable cellulose? It is a substance from a plant's cell wall, this is extracted from renewable plant material to produce the cellulose film which is used to wrap the pre-cut veggies above.

3. We prioritise all produce that is at risk of going to waste.

Sometimes produce may already be cut from the ground and wrapped in plastic (e.g. those items destined for the supermarkets). In this case, we figure it best to give it a home instead of both food and plastic ending up in landfill.

4. We will use packaging if it is necessary to prevent food from decomposing before reaching your fridge, and ultimately creating more food waste.