RoughCut / The Ugly Box Challenge
Ugly produce.
Beautiful chaos.
A mystery box of rescued produce. A secret cooking twist. Turn what’s inside into dinner worth showing off.
Planned launch: 50 boxes. Small batch. Big dinner energy.
Our starting promises
Produce, not perfection.
A surprise, not a shopping list.
Cooking skills optional.
Good food. Unexpected directions.
Your groceries.
With a side quest.
Wonky carrots, oversized courgettes, whatever the surplus brings. We’re building boxes around produce from farms and wet markets that deserves a place on your plate.
3–5 kg
of possibility in every planned box
The mix changes with what’s available. The challenge is finding out what you can make with it.
- 01
Open the unexpected.
Unbox your surplus produce and find the secret twist card. It might dare you to use a sauce already in your cupboard.
- 02
Scan. Cook. Improvise.
The box’s QR code unlocks the weekly theme. Think ‘Under 15 Minutes’ or ‘No-Waste Week’. Your kitchen, your interpretation.
- 03
Make dinner the main character.
Film the unboxing and your finished dish. Share with #UglyBoxChallenge, then use your dare-a-friend code to bring someone into the next round.
The launch box
Small grocery bill.
Big creative license.
Try a one-off box or make it a weekly ritual. Both are part of the launch plan; confirmed pricing and availability will appear in the shop.
Target price per box
~US$8
Planned: 3–5 kg of surplus produce, a twist card and access to the weekly challenge. Final price and any delivery charges are still to be confirmed.
#UglyBoxChallenge
Dinner doesn’t need a filter.
Just a little nerve.
Our planned weekly prize? A free month of boxes for the best dish. First, let’s get the first batch cooking. Check the shop for launch availability.
Check box availability