CUESA’s press release for the campaign stresses the importance of so-called “ugly produce,” meaning irregular or slightly damaged produce that most of the American public tends to ignore—and which thus ends up in landfills, to the tune of almost half of all produce. It’s a bit of a stretch to get all of that information from the ads, but that’s not really their job: Coburn says CUESA’s speaking engagements and educational outreach can handle the more nuanced elements of ugly produce. In the meantime, the message is clear: These are funny and slightly inappropriate fruits and vegetables, and can be found only at the farmers market.