Established · 11 signalsgrower

Perfectly Imperfect

Name: Perfectly Imperfect
Address: Auckland, NZ
Location: Perfectly Imperfect

Perfectly Imperfect was founded by Wendy Zhao during the Covid-19 pandemic. Find them at Matakana Village Farmers' Market · Highly Commended, Highly Commended (2021)

“ but delicious produce, preventing food waste with seasonal fruit & veggie ” · “PERFECTLY IMPERFECT.” · “It's really just my personal cutting garden, perfectly imperfect, but everyone seemed to enjoy it & I love to share the j-o-y of flowers, so I'm …”

Artisan QualityAuthentic SourcingMoment of CareStory RichOperator PassionOriginal SourcePersonal ConnectionEmerging momentumCommunity tractionCraft ObsessionFringe Culture

Their Story

Perfectly Imperfect was founded by Wendy Zhao during the Covid-19 pandemic. Zhao was shocked to discover that over 40% of produce didn't even leave the farm because it wasn't considered aesthetically appealing enough for supermarkets. Her driving motivation was to prevent the estimated 122,000…

What They Make

Mystery boxes of seasonal fresh fruits and vegetables (contents vary based on rescued produce), vegan cauliflower ice cream (in partnership with EatKinda), fruit snacks (made from natural imperfect or surplus fruits, in partnership with Annies).

Awards & Recognition

Highly Commended — Highly Commended(2021)

More from Perfectly Imperfect

Food waste rescue and redistribution

How to Get Their Products

Farmers' Markets

Matakana Village Farmers' Market

Auckland·Saturday

Delivery, Subscription, Pick-up at market locations, Pop-up markets, Community hub shops.