Guess who has actually set up the beauty physical appearance of fruit and vegetable product? And who determines that how desirable level of beauty is good enough to be safe and edible. It is incredible that such "aesthetic standard" has created food waste up to more than 300 million tonnes a year.

Most consumers experience is to assess the fruit and vegetable quality by its appearance ignoring the fact that many of those are still acceptable and good enough for consumption.

This is why the world is overwhelmed with tonnes of food waste in the steps of production, food processing, logistics and disposal thereby causing global warming and climate crisis.

KUDSON brand, the producer of fried fruit and vegetable, therefore intends to help the consumers to realize the inherent value rather than its outside undesirable appearance. The design then promotes the concept of "perfectly imperfect" by illustration of acceptable unsightly fruit and vegetable for example grotesque apple, disfigured eggplant and three leg carrot with the sincere look of happy smiling fruit which is perceivable by the consumers.

Various types of stickers putting on the fruit are selected to be the brand identity emphasizing and admiring its quality.

We also value the importance of human equality which is like the fruit equality by donating a portion of the revenue to support disabled children for the Foundation for Child Development.