An Imperfect Community

A sponsored ad on Instagram that caught my attention was for Imperfect Produce.

It is a company that buys the large amount of “ugly” fruit and vegetables that would be thrown away, package them depending on the customer’s customization, and send them to your door all for an affordable price. One of my close friends loves Imperfect Produce, so the ad caught my attention right away. From her, I was already interested in their services, so I continued to scroll through the Instagram and browse their website inspired by the sponsor ad.

The content made me feel cheerful. Both on the website and Instagram, there are very colorful fruits and vegetables photographed in an aseptically pleasing way. In a Ted Talk on Joy, Ingird Fetell Lee shared her research on the feeling of joy, which she pointed out, is different than happiness. She found that most people will feel joy when they see colorful, round, and symmetrical things. Another was googly eyes. Imperfect Produce’s marketing strategy taps into the consumers’ joy by posting photos of the most colorful fruit and vegetables, most of which are round, and laid out in a design. The consumer then feels joy when seeing Imperfect Produce and will associate that positive feeling with the brand. From this, they are more likely to purchase from Imperfect Produce. The service is based on subscription, so their loyal customers will also likely increase.

My perception of the brand became more positive and is something I now want to partake in. I knew the basic information from my friend who is subscribed for weekly deliveries, but I enjoyed learning more of their background and customizable services. It was a positive interaction in that I am now planning to begin my own subscription this summer when I can work more, and my income increases. It will give me new foods to try, and I am excited to be creative with new recipes.

Based on what I know from the website and from my friend’s experience, I would recommend this service to everyone. Imperfect Produce states that “20% of produce in the U.S. never leaves the farm just because it looks a little difference.” They want to make a difference in the environment; even your delivery date is dependent on your neighborhood so to decrease their carbon footprint. I believe this company is making a difference in annual food waste, and I benefit from the service with delicious, healthy food.

I learned that when you make a consumer feel a certain way, they will associate that feeling with the brand adding to the success of the marketing piece. In Imperfect Produce’s case, it was positive because it made the consumer feel joy. But this phenomenon can also be negative. If a consumer is offended by or doesn’t like an advertisement, or if they’re told a story by an unsatisfied customer, those negative feelings will also be associated with the brand. Since Imperfect Produce is based online, a great resource to see consumer’s thoughts is the comment. An overwhelming amount are positive with many people asking them to expand their business to other major cities across the U.S. Imperfect Produce often responds to people’s questions about expanding, composting, and how to donate the box the produce is delivered in. Their Instagram is building a strong community of health conscious and environmentally friendly people interacting with a brand they love.