Makers Series: The Ugly Company
Location: Kingsburg, CA | Specialty: Dried Fruit
In such uncertain times, with the war in Ukraine raging on and Covid surpassing year two, it was a relief and an honor to get to chat with Ben Moore, founder of sustainable snack business The Ugly Company. His get-to-work, positive attitude wore off on us as we chatted. It was impossible to leave without a smile.
The Ugly Company preaches to never judge a fruit by its cover, stating “we prevent food waste by upcycling ugly fruit and transforming it into healthy dried fruit snacks.” Their snacks are all-natural, non-GMO, and have absolutely nothing added. We carry their dried peaches and nectarines and can vouch for the fact that they’re delicious and un-put-downable. Try Ugly fruits in salads, baked goods, or straight out of the bag!
But first, check out this heartening interview we had with Ben.
© The Ugly Company
Abby (Willinglee)
We love how you started the company: that you were inspired to be more sustainable after seeing how the US treats food waste compared to people around the world. Can you shed some light on just how drastically wasteful the US is when it comes to food that isn't perfect?
Ben Moore (Founder of The Ugly Company)
Every day during stonefruit season within a 15-mile radius of Kingsburg, we waste 1-2 million pounds of edible fruit. The best scenario I use to describe the amount of waste, particularly in regards to fruit, is this: California throws away more peaches annually than the state of Georgia produces. This is confirmed once again with 2020 data on Stone Fruit.
Abby
Yikes! We can understand why that would hit so hard. Tell us about the moment you decided to create The Ugly Co. What emotions did you have in the early stages?
Ben
I came up with the idea for Ugly on the seat of a tractor during the summer of 2017. Earlier in the day, I had watched the news reporting on recent hurricanes in Houston and then Puerto Rico. The reports detailed the food shortages on the island after the hurricane’s devastation. After seeing those reports, I got in my semi-truck to go haul Ugly fruit culls from a local packing shed. I dumped about 150,000 pounds of edible fruit out that day in our farm’s compost yard. Before hauling each load I would reach into the tanks to grab a few peaches to snack on.
At the end of the day after parking the truck, I reflected. It was horribly apparent that all of the fruit I dumped was edible while on the other side of the country there were people experiencing food shortages. The lightbulb went off and I never looked back.
The early stages of The Ugly Company were filled with an ever changing balance of excitement & frustration, hope & fear of failure. It was incredibly challenging to get The Ugly Co. up and running. Everything is running smoother now, but that mix of emotions is ever-present.
“It was horribly apparent that all of the fruit I dumped was edible while on the other side of the country there were people experiencing food shortages.”
© The Ugly Company
Abby
It’s inspiring to know that even though all the emotions are always there, after some trials and tribulations the company is in a more stable place. Alex and I hope to reach that point with Willinglee one day!
With your passion for sustainability, what's been the most challenging part of keeping the business sustainable?
Ben
The most challenging part of leading a sustainable business is always wanting to do more—always wanting to solve multiple problems at once. But I’ve learned that progress is a process that requires diligence and patience. We can’t over-extend ourselves, if we do, then we won’t be solving any problems at all.
Abby
Wow, that should be my new mantra! I’m always trying to find the balance between my full-time job, Willinglee, and making sure I’m getting enough rest. I need to practice better rest for sure.
What has been the most rewarding thing about being a small business owner?
Ben
The absolute best part of running a small business is watching employees and their family members grow up in and around the company. The career opportunities Ugly creates are changing a lot of people’s lives for the better. It is very meaningful to play a role in that.
Abby
Oh, I bet! It’s so nice talking with a business owner who cares more about fellow humans and the betterment of the world than anything else. That’s what we love about working with small businesses. The passion.
What’s one thing that surprises people about The Ugly Co. and your products? Do you have metrics around how much food you've saved from being wasted?
Ben
To date, we’ve saved over 1 million pounds of fruit from becoming waste and we’re just getting started! One of the main aspects of our product that surprises people is its origin. Many people don’t realize the amount of fruit that’s thrown away simply for cosmetic imperfections. It is perfectly healthy and delicious. Another unique feature is that we are a single ingredient product. That means there are no additives or preservatives. Many people have an allergy to sulfur which is a commonly used preservative in other dried fruit brands. Ugly fruit has no additives. No allergy concerns here!
© The Ugly Company
“The absolute best part of running a small business is watching employees and their family members grow up in and around the company. ”
Abby
So amazing!! 1 million pounds! You’re really leaving your mark on the world. It’s fun to think about all the fruit you’ll save over the course of the company’s lifetime.
How are The Ugly Co. products different from subscription boxes like Imperfect Foods and Misfits Market?
Ben
The Ugly Co., Imperfect Foods, and Misfits Market are like-minded with regards to Food Waste. Our companies all exist to reduce the amount of food that is thrown away for no reason other than looking different. One way we differ is how our products are sourced. We are the only company in our industry of CPG Products – Upcycled Dried Fruit that maintains such close contact with the source. We value our relationships with valley farmers and their commitment to ending food waste alongside us. Also, Misfits and Imperfect are marketplaces that we partner with to sell our Ugly products.
Abby
Oh, awesome! I didn’t realize Imperfect Foods and Misfits Market carried Ugly fruits. What advice do you have for someone who might be interested in starting their own business?
Ben
Be prepared… to work harder than you’ve ever worked before, to have countless nights of lost sleep, to put your work before nearly everything else in life, to be all in or all out. But do that knowing if your business eventually does succeed, then you will be fulfilled beyond what you thought imaginable when your journey began.
© The Ugly Company
“If your business eventually does succeed, then you will be fulfilled beyond what you thought imaginable when your journey began.”
Abby
Alex and I have definitely felt the pressure of owning a business. You’re right, it becomes the priority even if you’re not ready to make it the priority. It’s great to know you’re so fulfilled, we can see why!
Without giving any secrets away, can you share what's next for The Ugly Co?
Ben
We are undertaking a massive expansion of our processing capacity. We will be able to release countless more varieties of 100% Upcycled fruit, all locally grown in Central California. We will be concurrently expanding our distribution across the United States. If you don’t have Ugly in your local grocery stores, it will likely be there soon!
Abby
So fun! We’ll be on the lookout for Ugly at our local Austin neighborhood groceries.
One last thing! We'd love if you could list three small businesses you adore.
Ben
Stan Alles Transport: they have the finest looking Peterbilts in the Valley and I really enjoy hauling loads with them whenever possible!
Sun Valley Packing: the Jones family has been instrumental in working with Ugly to get our Upcycling vision off the ground. Our farms share borders and our families have had a close relationship for generations.
The Roadhouse on HWY 99: Adrian and Ernie make the best burgers on the west coast and they always have the coldest beer on tap on a 110 degree summer day.
Abby
Nice, thank you so much for the time, Ben! We loved learning more about your journey with The Ugly Company and feel so proud to carry your fruit in our shop. We’ll be following along as you continue to do so much good for our world. Happy Spring!
© The Ugly Company
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