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Imperfect Foods

Brand-Forward Copy On All Platforms


The Highlight Reel

Imperfect Foods started rescuing ugly produce and grew into a sustainable and upcycled food haven. As sole Copywriter sitting on the Brand team, I brought strategy to life across all channels. That looked like: 


Email campaigns to engage, win back, and retain customers 


Blog posts to edu-tain, delight, and build SEO  

Landing pages to inform and express the brand

Social posts to build engagement and brand recognition 

Product packaging to tell a story 

UI/UX copy to improve functionality at a glance 

Ads to build company momentum 

Free Range Chicken Farm

Food waste in the U.S. is a big problem—but the last thing we wanted was to depress our audiences.


The brand voice at IF made the customer the hero and was all about optimism (with a healthy dose of food puns for levity). 

When Misfits Market acquired Imperfect, I championed the strategy for our voice across the combined org. I wrote messaging that went out to our millions of combined customers announcing the merger. 

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Hungry for more?


Check out this blog on how to store your leafy greens, this story of rescued broken rice, or this 2022 impact recap.

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We created this Instagram post for Imperfect in 2022. Misfits repurposed the same copy in 2024—the story lives on!

"I count hiring Ali among my best decisions during my time at Imperfect Foods."

- Jeanne Foels, Former Director of Brand at Imperfect Foods

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