Kids Love Ugly Fruit!

Petition Delivery

On Tuesday, August 22nd, I delivered my latest ugly produce petition to Albertsons at their Pleasanton, California offices. You can view the short delivery message on the Facebook video below or find out more about the petition at

Email me at: (one thing to note is that, while I do plenty of things to advocate for "ugly" produce, I do not actually sell any ugly produce).

About is the website created and managed by Jordan Figueiredo. 

Jordan is a Speaker, "attempted" writer and Anti-Food Waste Activist from Castro Valley, California. 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, and Facebook the campaign has a monthly reach in the millions from over 150,000 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 several retailers in the U.S. and Canada. 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 events I used to organize, please click here.

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


Jordan Figueiredo

have a question or Want to collaborate to end food waste?