The (im)perfect domain to fight food waste

Imperfect.com - With groceries and humor, it's all in the delivery.
Reading Time | 2 Minutes

Would you buy and have grocery items delivered to you if it saved you up to 30% than national supermarket chains?

We’re a family of five, with three kids at or under the age of 7 — 7, 5, and 3 to be exact. Two years ago, my family found itself in the throws of navigating life with a 5, 3, and 1 year old.

During this “wilderness” experience of roughly 3-4 years without venturing out to restaurants, due the possibility of a cataclysmic meltdown any sort of delay, my wife certainly got intimately familiar with food and grocery delivery services.

Fast forward a few years, and food and grocery delivery services are every mother’s dream come true, especially a mother of young children.

Like any other fast growing metropolis, Austin is home to a number of varying food and grocery delivery service providers.

I recently discovered one these service providers — conveniently parked next to my car — as I jumped into my car to travel home from receiving a haircut at a local barbershop.

Not only was I impressed with spotting its domain, Imperfect.com, I over the moon to discover their mission.

Based in San Francisco, Imperfect Foods delivery groceries to your front doorsteps, but they aim to eliminate food waste and build a better food system for everyone, which is amazing!

Simply put, there is roughly 96 million pounds of Imperfect food — perfectly good fruits and veggies commonly rejected by grocery stores that are oversized, bruised, and scarred or character blemishes — saved and served to 200K+ customers since its conception in 2015.

Imperfect.com - Fight Food Waste

In addition, I was thoroughly pleased to discover they own and use multiple domains to advertise, Imperfect.com and ImperfectProduce.com redirect to ImperfectFoods.com — their primary web presence. Unfortunately, Drive.ImperfectProduce.com redirects to a broker subdomain for lever.co.

Imperfect Foods Delivery Van

I’m also digging the HowsMyDriving.com domain decal — a driver reporting service that offers reliable unbiased feedback from the driving public, but that’s a story for another day. Good domain either way though.

Nevertheless, Imperfect.com is the perfect domain without a rival and one that lends itself to becoming the quintessential brand that’s simple and memorable.

What do you think of Imperfect as a brand?

 

Alvin Brown
Alvin is a serial entrepreneur and digital strategist with an avid love for domain name consulting. As the Publisher and Editor-in-Chief of DNAdverts.com, his assignment is to ensure business and personal brands don't suffer the consequences of common domain name pitfalls.

As a domain investor and business consultant, Alvin actively participates in daily domain auctions. Outside of auctions, he passionately shares his views, opinions, and vision for how businesses should and should not use domain names to generate greater customer growth and revenue.