EAT GRIM was founded in 2018 by Finnish Petra Kaukua and Carolin Schiemer from Germany, who connected during their Master studies over their shared love for music and food. GRIM means "ugly" in Danish and sheds light on everything dysfunctional across today's food value chain.1/3 of all fruits and vegetables are discarded due to beauty standards, overproduction, too much packaging and the exploitation of farmers. Supporting EAT GRIM means supporting farmers. EAT GRIM source their produce straight from the farm, so they're solving food waste right where it happens. That way, they cut out the middlemen to shorten supply chains. So a customer's produce is not just fresher than in the supermarket, but also a customer can also be assured that all farms have been paid a fair price for all the love, time and resources they put into growing our food. Because the same work goes into growing, harvesting, packaging and transporting an ugly carrot.