top of page

"I am beautiful?" - Come get to know the special fruits and vegetables...

When was the last time you bought a slightly crooked cucumber? Or a two-headed carrot? When did you pick the tomato with the stripe in the middle? And what about the pepper who can't stand up straight because his sides are different? In recent years, our kitchens have also undergone a social change, and together with the desire of each and every one of us to look like all the stars - beautiful, slim, tanned, with lots of chic - our kitchen also hoped for the same thing - to look like a million dollars. The development of the culinary world - outside and inside the home - together with the rise of social networks, created a new standard of beauty: the perfect dish. We fill the pantry with a variety of products, buy the best cookbooks, and place the best fruits and vegetables, the best produced in the country, in the refrigerator and on the counter. They are beautiful and they take great pictures...

Seemingly all that can go wrong is a soufflé that doesn't rise, a schnitzel that's burnt or an overdone risotto, but as in the case of the beauty and fashion industry there are damages that we are not exposed to. About 40% of the agricultural produce that is grown in Israel is thrown away, sometimes it remains on the ground and sometimes it ends up in the trash, either way it does not reach the fruit and vegetable stands in the markets, local grocers or large supermarket chains. The fruits and vegetables that do not meet the standard of beauty that we have created, an ideal that does not correspond to the way of nature whose products come in different sizes and colors, are thrown away and are lost even though their taste and nutritional value are high quality. Every time we choose to buy only the most beautiful products, without considering the quality but only the appearance of the products, we actually become part of the problem. We harm farmers, harm consumers and contribute to the shortage of vulnerable populations. Our choice can make a difference, and reduce food waste in Israel.

So come and get to know the fruits and vegetables you don't see in the stalls, and the next time you go shopping adopt a special fruit or vegetable!

For the list of vegetables keep scrolling

bottom of page