Using minimal resources, the founders of GRIM (Danish for ugly) have succeeded in launching a concept that focuses on a waste product in the food value chain. 800,000 tonnes of organic fruit and vegetables are wasted every year because their appearance makes them impossible to sell.
GRIM sells these “ugly” surplus products in two ways: in vegetable boxes to private subscribers, and to companies like juice manufacturers, restaurants and canteens.
In this way GRIM is improving sustainability on both the production and consumption side, since resources – production time, land, water, etc. – are no longer wasted on unsellable goods. What was once considered waste now optimises the management of shared natural resources such as land and water.