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Ed O’Malley is vice president of supply and merchandising at Imperfect Foods, an online direct-to-consumer grocer that delivers to 43 states. Founded in 2015, Imperfect Foods rescues and sells produce and pantry items that might otherwise go to waste for reasons such as minor cosmetic imperfections, failure to meet buyer specifications, and inventory surplus.
Since its founding, the company has saved 116 million pounds of food, and it currently works with more than 850 farmers and food purveyors nationwide. O’Malley joined OPN to talk about why Imperfect carries organic produce, the company’s sourcing methods and logistics, and more.
How did you get started working in the food/produce industry?
My goal from a young age was to work in international business, so I used food as a gateway and studied agribusiness in both undergrad and grad school. This has given me the opportunity to live in four different countries (the Philippines, Russia, the Republic of Georgia, and Afghanistan) and work in over twenty. I love getting to work with food as it’s such an integral part of culture.
Ed O’Malley, vice president of supply and merchandising, Imperfect Foods
How long have you worked at Imperfect Foods? What drew you to work there?
I have been with the Imperfect Foods team for about two and a half years. Having worked in the produce business for over 20 years, I was inspired to join the food waste movement because I’ve seen how easily food can go to waste due to cosmetic standards or overproduction and how this makes it unnecessarily difficult for growers and shippers to produce and market food. This hurts both the growers and the people who need that food.
What percentage of Imperfect’s produce is organic?
Over 45 percent of the produce we sell at Imperfect is organic.
Imperfect Foods offers sustainable packaging options to customers
Why is it important for Imperfect to carry organic produce?
When 40 percent of all the food produced in the US goes uneaten, it is crucial for Imperfect to show up in every avenue possible to recover perfectly good food. As consumers continue to want and demand more as it relates to where their food comes from and how it is grown, organic produce plays an important role in making sure we’re offering options for everyone to be involved in reducing food waste across the country.
What’s the demand like for organic produce among your customers?
Just about half of the produce we sell is organic, so the demand is strong. Of all Imperfect’s options, many of our consumers favor those produced by local farmers and with minimal miles traveled. We have a strong, socially driven customer base, and this often shows through demand trends.
What are your sourcing methods for organic produce?
Imperfect’s core tenet is to follow the waste. Though we source locally whenever possible, contents of our weekly boxes vary depending on seasonality and availability. Since over 80 percent of the fresh produce in the US is grown in California, this is where the majority of Imperfect’s fruits and vegetables are sourced for all markets (we deliver to 43 states).
Do you work directly with any organic produce farmers or do you exclusively go through wholesale/distributor channels?
We have partnerships that connect us directly with farmers, and we also go through distributors—it all depends on need. We have an incredible partner network and pipeline for learning about excess product and are proud to continually offer a lifeline to new partners and offer them a viable revenue stream.
With the majority of our partners, we step in once traditional retailers have rejected food because of arbitrary standards. With one of our oldest partners Lakeside Organic Gardens, for instance, we stepped in after a shipping error caused a retailer to reject the delivery of green romaine instead of red romaine. Now, Imperfect has access to at least 30 of the 50 varieties of produce that Lakeside grows to fill orders weekly.
Imperfect Food's delivery truck
Can you tell us a bit about Imperfect’s logistics—how you get the produce, store it, and distribute it?
At Imperfect Foods, we pride ourselves on a strong nationwide logistics network. We pick up product at the grower’s or distributor’s coolers for packing and distribution at fulfillment centers. Since most product comes from the West Coast, we load this into a cross-dock facility in Los Angeles for full truck shipment to our facilities in Portland, Chicago, San Antonio, and Baltimore. Regionally sourced product from the East Coast is delivered by vendors directly to our facilities, or we arrange freight with carriers to help assist. We package each customer’s order at our facility and, in most markets, deliver directly to customers’ doors in Imperfect’s vans.
How has the COVID-19 situation affected Imperfect’s business?
Right now, we're seeing an unprecedented spike in demand for groceries as people follow CDC and local government guidelines and opt to have their groceries delivered while staying home. We’ve spent the past few years building a resilient and low-carbon supply chain to give access to fresh food and are proud to offer a safe and affordable grocery delivery service in these times. We’re in daily talks with our farmers and partners to ensure that we have a continuous supply. Since restaurants, cafeterias, airlines, and other large food suppliers have been left unexpectedly with vast supply, we’ve been working with these businesses to help find a home for their products.
What’s your favorite part about your job? And do you have any favorite produce items?
I love that we can ensure people have access to healthy fruits and vegetables and support farmers with a steady source of income. Getting to play a critical part in a startup whose mission I believe in keeps me motivated everyday. I love artichokes and avocados.
