Good & Fugly

What Good & Fugly does

Good & Fugly is a Sydney-based, for-profit social enterprise founded in 2020 that operates a direct-to-consumer produce delivery service. The company curates weekly subscription and one-off boxes of seasonal Australian fruit and vegetables, including "imperfect" or "fugly" produce that would otherwise be discarded by growers, and serves two primary customer segments: individual and family households (boxes sized for 2-5 people) and corporate offices (boxes sized for teams of 5-30 people). The business is positioned around a social-impact mechanism in which four meals are donated to OzHarvest for every box purchased, with cumulative donations stated at over 10,000 meals. The company was co-founded through a partnership between OzHarvest Ventures, the venture arm of food rescue charity OzHarvest, and Australian chef and farmer Matt Moran.

The operating model is a Shopify-powered e-commerce storefront with subscription management, customization, and pause/cancel functionality. Payment processing covers Visa, Mastercard, American Express, Apple Pay, Google Pay, Shop Pay, and Union Pay. Delivery is fulfilled directly to homes and offices in Sydney Metro only; there is no physical retail presence and no disclosed third-party logistics partner. The catalogue comprises six SKUs spanning household mixed boxes (Small, Medium, Large), an office line (Small and Large), and a vegetable-only Medium box, with weekly subscription pricing ranging from approximately A$44.95 to A$79.95 AUD.

The revenue model is recurring weekly subscriptions with no disclosed funding rounds, ARR, GMV, or revenue figures. Headcount is reported at 1-10 employees and the company is privately held. Competitive positioning rests on three reinforcing propositions — imperfect-produce sourcing, financial support for Australian farmers, and the OzHarvest meal-donation mechanism — backed by Matt Moran's celebrity credibility and the OzHarvest brand association. The geographic constraint to a single Australian metropolitan area represents both a deliberate focus and the principal growth constraint.

Name

Good & Fugly

Legal name

Good & Fugly

Website

https://goodandfugly.com.au

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Good & Fugly is a Sydney-based social enterprise that delivers weekly subscription and one-off boxes of seasonal Australian fruit and vegetables — including imperfect produce — to households and corporate offices, with four meals donated to OzHarvest per box sold.

Ownership category

akta.pro rank

Product category

Online Grocery / Produce Delivery

NAICS

Fruit and Vegetable Retailers (44523)

SIC

Retail-Variety Stores (5331)

akta.pro primary industry

Fresh Food Subscription/CSA & Produce Box Retail (CRAHAHAG)

Keywords

• Produce delivery
• Fruit boxes
• Vegetable subscription
• Imperfect produce
• Farm-to-door

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Produce Box Sales: Weekly subscription and one-time purchase of curated fruit and vegetable boxes delivered to homes and offices in Sydney metro. Boxes range from small (5kg) to large (10kg) sizes for individuals, households, and corporate offices.
2. Corporate Office Subscriptions: Recurring weekly deliveries of fruit boxes to offices, with Monday delivery schedule and subscription management through website or email support.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Good & Fugly rescues imperfect ("fugly") Australian-grown produce from local farmers and delivers curated weekly fruit and vegetable boxes to households and corporate offices in Sydney metro. Boxes are sold as recurring subscriptions or one-off purchases in multiple sizes (5-10 kg, serving 2-8 people or office teams of 5-30), with four meals donated to OzHarvest for every box purchased.

Product overview

Good & Fugly offers a subscription-based produce delivery service with six distinct box products: three office fruit boxes (Small, Large for teams of 5-15 and 15-30 people respectively), two mixed fruit and vegetable boxes (Medium for 2-3 people, Large for 4-5 people), one vegetables-only box (Medium for 2-3 people), and an upcoming small mixed box. All products feature seasonal Australian-grown produce sourced from local farmers, with meal donations to OzHarvest for every purchase. The company is powered by OzHarvest Ventures and chef Matt Moran.

Differentiator

Problem solved

Functional benefit

Products and services

• Large Office Fruit Box Weekly fruit subscription box delivering 10kg of seasonal Australian-grown fruit, designed for office teams of 15-30 people, delivered on Mondays, at $64.95 AUD per week.
• Medium Fruit & Veg Box Weekly mixed produce box delivering 7-8kg of seasonal fruit and vegetables, sized for households of 2-3 people, at $54.95 AUD per week.
• Large Fruit & Veg Box Weekly mixed produce box delivering 10kg of seasonal fruit and vegetables, sized for households of 4-5 people, at $79.95 AUD per week.
• Small Office Fruit Box Weekly fruit subscription box delivering 5kg of seasonal Australian-grown fruit, designed for office teams of 5-15 people, delivered on Mondays.
• Medium Veg Box Weekly vegetable-only box delivering 7-8kg of seasonal vegetables, sized for households of 2-3 people.
• Small Fruit & Veg Box Upcoming weekly mixed produce box listed at $44.95 AUD, intended for smaller households; currently marked "Coming Soon" and not yet available for purchase.

Quantifiable outcome

• Over 10,000 meals donated to Australians in need through OzHarvest

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Two partnerships are on record, tiered core.

• OzHarvestcoreStrategic or Co-development PartnerOzHarvest is a key strategic partner for Good & Fugly's social impact mission. For every produce box purchased, Good & Fugly donates four meals to Australians in need through OzHarvest. The partnership is central to the company's value proposition combining produce delivery with food rescue. OzHarvest Ventures is also a co-founder/investor in the business, bringing together food production expertise and social impact focus.
• Matt MorancoreStrategic or Co-development PartnerAustralian chef and farmer Matt Moran is a co-founder and partner in Good & Fugly. Moran brings farming expertise and celebrity credibility to the brand, combining experience across farming, food production, and social impact. His involvement signals commitment to quality sourcing and supports brand positioning in the Australian food market.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Doorstep Organics: Australian online organic produce and grocery delivery service. Directly comparable to Good & Fugly on fresh-produce home delivery to households, subscription model, and the values-driven organic/sustainability positioning.
• Harris Farm Markets: Australian specialty grocer with a national footprint and an explicit 'Imperfect Picks' range that rescues cosmetically imperfect produce at a discount. Most direct competitive overlap with Good & Fugly on both the imperfect-produce proposition and Sydney market presence.
• Fruitful Office: Office fruit delivery subscription service operating in Australia and the UK. Directly comparable to Good & Fugly's corporate office fruit box SKUs on B2B channel, weekly recurring model, and per-workplace pricing.
• The Fruit Box Group: Australia-focused office fruit box subscription service delivering weekly fruit to workplaces. Directly comparable to Good & Fugly's corporate office fruit box SKUs on product, customer (corporate offices), and recurring subscription model.

Emerging players

• Misfits Market: US-based direct-to-consumer service selling 'imperfect' and surplus produce boxes. Closest international analog to Good & Fugly's core imperfect-produce value proposition and subscription model, though operating at much greater scale in the US.
• Imperfect Foods: US subscription service delivering surplus and 'cosmetically challenged' groceries including produce. Thematically and proposition-wise the closest international peer to Good & Fugly's anti-food-waste narrative and DTC produce box model.

Broad incumbents

• HelloFresh: Global meal-kit subscription leader with a strong Australia presence. Comparable on the DTC subscription box delivery model and weekly recurring billing cadence, though it sells recipe kits rather than loose produce.
• Marley Spoon: Listed meal-kit subscription company operating in Australia. Overlaps with Good & Fugly on subscription-based DTC food delivery, weekly cadence, and household customer segment, but at materially greater scale.

Regional players

• YourGrocer: Australian online grocer focused on independent and specialty producers. Comparable to Good & Fugly on Australian DTC online grocery and a curated, values-led producer roster, though broader in assortment and different in delivery cadence.

Others

• OzHarvest: Australia's leading food rescue charity and the parent of OzHarvest Ventures, Good & Fugly's co-founder/investor. Not a direct competitor, but the strategic partner through which every box purchase generates four donated meals — a core element of Good & Fugly's value proposition.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Good & Fugly