Nearly 12% of the fruit that gets sold in grocery stores—in addition to 11.5% of vegetables—will never get sold. It’s a damning statistic, especially in a country where 1 in 4 households experienced food insecurity in 2020.

Now, think about all of the ugly fruits and vegetables that don’t make it to the grocery store—half of what we grow in the US alone gets thrown away. That is why in recent years, Imperfect Produce and Misfits Market have grown in popularity, as both brands utilize fruits and veggies that would otherwise get tossed.

Over in Japan, Oddly Juice is doing something very similar. The company takes ugly produce and turns them into tasty beverages. And the brand even got a design-assist from a relative who takes these misshapen beauties and turns them into a celebration of the imperfect.