Coupang announced on the 18th of November that over the past three years, it has purchased and delivered more than 8,000 tons of "imperfect vegetables" through its dawn delivery service directly from farms nationwide.
Imperfect vegetables are agricultural products excluded from regular distribution due to irregular shapes or sizes but maintain the same freshness and taste as standard produce.
In 2023, Coupang purchased 1,500 tons of imperfect vegetables directly from farms, increasing the volume to 3,700 tons last year. This year, it has procured over 2,800 tons from farms across the country through October.
Over the past three years, Coupang sourced around 20 types of vegetables—including radishes, carrots, paprika, zucchini, and cucumbers—from hundreds of farms nationwide, including areas experiencing population decline. Through this direct farm-to-consumer structure, Coupang explained that it reduces logistical costs for farmers and offers consumers fresh produce at approximately 20% lower prices on average.
Read more at The Chosun Daily
