Matt Moran and OzHarvest Ventures relaunch Good & Fugly
Matt Moran and OzHarvest Ventures relaunch Good & Fugly
A fresh look and renewed mission supporting Australian farmers and cutting food waste
Media Release
Thursday 19 March, 2026
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.
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.”
The carefully curated boxes are designed to feed anywhere from 2 to 8 people, with customers able to purchase one-off orders or ongoing subscriptions. Boxes include: Corporate Office Fruit Box ($64.95), Medium Fruit & Veg Box ($54.95), Large Fruit & Veg Box ($79.95), Medium Veg Box ($54.95) and Small Fruit & Veg Box (coming soon for $44.95).
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.
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."
While the brand is currently focused on the Sydney metro market, the issue it addresses is far from localised. Food waste impacts farmers and communities across the country, and the Good & Fugly model has the potential to grow nationally as it continues to build partnerships with growers.
With a refreshed identity and a clear focus on farmers, Good & Fugly is stepping into its next chapter determined to support Australian growers, prevent unnecessary waste and help build a fairer and more resilient food system for the future.
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Please direct all media enquiries to The Cru:
Louise Pridde | louise@thecru.agency | 0458 751 023
Sophia Shannon | sophia@thecru.agency | 0429 131 110
About Good & Fugly
Good & Fugly brings together OzHarvest Ventures and Australian chef and farmer Matt Moran, combining experience across farming, food systems, food production and social impact. Both partners share a strong understanding of the challenges facing Australia’s food system today, particularly for growers, and a belief that lasting change comes from practical, collaborative and long-term solutions. Their partnership is grounded in creating a more equitable and financially sustainable future for Australian food and farming.
Originally created to reduce food waste by rescuing and selling imperfect produce, Matt Moran and OzHarvest Ventures stepped in to renew the brand and mission in 2025 with an ambition to deliver even more impact.
About Matt Moran
With a career spanning 40 years in the Australian food industry, Matt Moran has a plethora of awards to his name as well as television shows, best-selling cookbooks and ownership of some of Australia’s most celebrated dining establishments.
Matt’s culinary career began 40 years ago, working his way up through some of Sydney’s leading kitchens before opening his own restaurant, The Paddington Inn Bistro, at just 22 years old. He then went on to build and lead some of Australia's most successful restaurants. Today he takes an entrepreneurial path concentrating on overseeing the food and menus at his restaurants.
A fourth generation farmer with a rural upbringing on a classic Aussie dairy farm, Matt still runs a property in the Central Tablelands of New South Wales, which supplies beef and lamb to his restaurants. As the pioneer of ‘paddock to plate’ philosophy in Australia, he has a strong belief in the importance of everyone understanding the origins of the food being served on their plate.
About OzHarvest Ventures
OzHarvest Ventures is the social enterprise arm of Australian food rescue organization OzHarvest, designed to launch, partner, and scale impact-driven businesses that generate revenue to support feeding vulnerable communities. It aims to transform environmental and social challenges through innovative, sustainable, profit-for-purpose models that complement OzHarvest's core mission.