ABSTRACT
Ugly Fruit creates non-profit bridges between producers and consumers, thus preventing discard of food and offering new sources of revenue to local producers. In this way, by pushing individual towards the ugly, Ugly Fruit may be challenging and broadening out our very own understandings of consumption, social norms and culture. Ugly Fruit began in 2013 in Intendente, small district in heart of Lisbon, which used to be seen by public as a ‘problematic’ quarter, but has benefited from series of actions and policies in urban renewal in last decade, claiming new centrality within city. The sale to the public happens at a predetermined, fixed location, the so-called Ugly Fruit delivery points, once a week. Ugly Fruit both appropriates and sponsors a green discourse that is a combination of new ecological movements, zero-waste cultures, mobility transitions and low-carbon activism. In a way, Ugly Fruit embodies new emerging practices of zero waste, found in various youth cultures, recycling movements and ecological activism.
