We've made it our mission to create a new quality standard for what is edible. Welcome GRIM into your life!
GRIM is Danish for "ugly" and Denmark's first fruit and veg box that is exclusively filled with imperfect-looking and surplus produce. Why? If an apple or carrot is not big, red or straight enough, it cannot be sold in a supermarket. Stupid, right?
GRIM works as a subscription. That means you will on an ongoing basis receive SMALL or BIG boxes WEEKLY or EVERY SECOND WEEK. You can either choose to get your box delivered straight to your door or come pick it up at our warehouse in Nordvest. One thing we can promise is that we'll keep surprising you with a good mix of basic staples and funky fresh items - of course sourced from 100% organic or biodynamic certified farmers, therefore 100% in season.
At the weekend we design your box and order produce from our lovely farms. On Monday you receive our GRIM newsletter, which tells you what will be in your box this week so you can go ahead with your meal planning!
Loads of ugly fruit & veg then arrive at our warehouse in the beginning of the week, and on Tuesday we pack it into your GRIM boxes, which you can get in size small or big. Also on Tuesday, you receive a SMS with either a pick up reminder or an expected delivery time frame in case you chose home delivery. Let's make this a no-brainer!
When your boxes are readily packed on Tuesday, you can either come by our warehouse in Nordvest and save those 40DKK delivery fee, or wait 'till the following day to get your box delivered smoothly and straight to your doorstep.
Then we are only left to say bon appétit, because we promise you'll be surprised how damn good truly ugly and seasonal food tastes. YOU'RE WELCOME.
The guiding principle behind everything we do is to reduce the negative environmental impact of our food systems. Full stop ✋
At GRIM, we love and welcome all shapes, sizes and colours 🌈
We think that everyone is entitled to know what they eat and where their food comes from.
It’s a serious mission we are on - but while we do it, might as well have a bit of fun. Because look at those weird apples, failed oranges and disfigured cucumbers - how liberating!
We are trying to change what people think about food. — Petra Kaukua, co-founder and CEO of GRIM► Watch TV2 Lorry feature
About 1/6 of all veggies and fruit grown worldwide are lost on farms, where in some cases every second piece is tossed due to cosmetic flaws. EVERY SECOND.
In Denmark alone, food waste at farms amounts to about 160.000 tons a year. It’s a pain to the farmers, and of course, Mother Earth. Globally about 21% of the world’s freshwater use and 28% of arable land goes to grow food we don’t eat. At the same time we are worried that we don’t have enough food for the growing population 🤔
But food waste doesn't stop here. A lot more is lost along the food value chain: during transportation, at the supermarket, at home. Did you know apples in the supermarket can be as old as 4 months?
That's why we order directly from farms, so we can cut out many middlemen and make sure our produce is as ugly and fresh at it gets. We source mostly from Danish farms 🇩🇰, but since food waste is a global problem, we also work with farms from other parts of the EU. Did someone say variety? So really, eating GRIM fruits and veggies just makes complete sense.
of food saved
of income created for farmers
It all started out as a university project, when two food waste opponents and good friends Petra and Carolin went out to explore how wasteful behaviour is rooted within our society.
After countless sessions of dumpster diving (you should all try it), a fair amount of research and never-ending discussions, we encountered an oh-so familiar issue in today’s world. And that’s why we started GRIM: because we believe that enough is enough.
F\*\** beauty standards and embrace diversity - not just in food, but in life ✌️