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About is the website created and managed by Jordan Figueiredo. 

Jordan is a Writer, Speaker and Anti-Food Waste Activist from Castro Valley, California. At  In his spare time he connects and ignites the movement to end food waste. After co-chairing the successful Zero Food Waste Forum and managing the groundbreaking Feeding the 5000 Oakland in October 2014, Jordan created the successful Ugly Fruit And Veg Campaign. Posts, articles, blogs, speeches and other activity by Jordan as The Ugly Fruit and Veg Campaign are not opinions, views or endorsements of his daytime employer Castro Valley Sanitary District.

The Ugly Fruit and Veg campaign uses funny, beautiful and amazing images of less than perfect produce in order to highlight the 20-40% of all produce that goes to waste due to strict grocer cosmetic standards. On Twitter, Instagram, We Heart It and Facebook the campaign has a monthly reach in the millions from over 180,000 followers in more than 190 countries around the world. With Stefanie Sacks, the Campaign was successful in petitioning Whole Foods Market and Walmart to sell "ugly" produce and is now petitioning Target at The Ugly Fruit And Veg Campaign has been featured on the TODAY Show, KCRW Good Food, in NPR, Huffington Post, Upworthy, The Los Angeles Times, The Wall Street Journal, Take Part, and many others.

Tristram Stuart, Author, Activist, and Founder of Feeding the 5000 and Feedback Global  "Jordan get's the whole food waste package better than pretty much anyone.  And that is invaluable for keeping the movement on track."

For more, please visit the press page.

For events I used to organize, please click here.

Thank you for visiting and doing what you can to end food waste, hunger,

and climate change, all at the same time.


Jordan Figueiredo

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Click here for quick reasons Why preventing food waste is so important.