Good & Fugly has officially relaunched, bringing high-quality Australian fruit and vegetables to household tables. The refreshed brand is on a mission to support Australian farmers, providing another avenue for them to sell locally grown produce; both the “good” and the “fugly”. Celebrated restaurateur and fourth generation farmer Matt Moran has joined forces with Ronni Kahn AO, founder of OzHarvest and chief visionary of OzHarvest Ventures, to give the brand a second chance.

Today, Moran and OzHarvest Ventures are announcing a renewal of Good & Fugly. Working directly with farmers, Good & Fugly sources quality fruit and veg, from the perfect to imperfect produce, which is then available through seasonal fruit and vegetable boxes delivered directly to households across Sydney.

Across Australia, up to 30 percent of perfectly good fruit and vegetable harvests never leave the farm - whether due to over supply, specifications  or consumer demand. When this happens, farmers absorb not only the loss of the produce but also the labour, water and resources used to grow it. Food waste remains a significant national challenge, costing the Australian economy an estimated $36.6 billion each year and generating around 7.6 million tonnes of discarded food annually.

According to the 2025 AusVeg industry sentiment report, two in five vegetable growers are considering leaving the industry in the next 12 months, with many more indicating they would exit if a viable exit strategy were available. With farming a vital part of Australia’s economy and a critical role in  food security, meaningful action is needed to help secure the sector’s future. Good & Fugly is stepping in to play its part by directly supporting growers.

Owner Matt Moran said: “I grew up on a farm and still run one today, so I understand the realities farmers face. I’ve seen first hand how much can be lost along the way. That’s what drew me to Good & Fugly in the first place; as a farmer, chef, and someone who’s passionate about sustainability, I know how much value can be lost to waste.” 

For Moran, the mission is personal. He added: “Good & Fugly is about backing our growers and making sure more of what they produce actually gets eaten. By creating another avenue for farmers to sell their produce, we can help them to recover value from their crops while getting great seasonal fruit and veg onto people’s tables. If we want a fairer and more sustainable food system, it has to start with supporting the people who grow our food.”

Farming partner, James Duffel of Farmer and Son, said: “All produce has a story, and behind every harvest is someone’s livelihood. We plant, we water, and we battle the weather. And when the time comes to pick and send our produce to our customers, it’s our greatest pleasure. From a single clove of garlic to a whole watermelon, every piece of produce carries a story. It’s our job not only to grow it, but to live that story and share it with the people who enjoy what we grow."

Ronni Kahn AO, founder of OzHarvest, said: "For more than 20 years OzHarvest has been dedicated to improving the food system by reducing food waste, valuing food and helping to feed people in need. We created OzHarvest Ventures to innovate and accelerate our social impact. 

By teaming up with Matt Moran to bring Good & Fugly to life, we're committed to actively driving the sustainable and healthy food system we believe in, while educating consumers and providing direct support to farmers and growers. Additionally, proceeds from every box purchased will help provide meals for people in need, ensuring that the impact of every box extends beyond the household receiving it."