Coles Im Perfect logo
Coles Im Perfect logo

I'm Perfect

Imperfect in shape, perfect in taste.

We celebrate that great-tasting fruit and veggies come in all shapes and sizes. That is why the I’m Perfect fruit and veg might not look the part, but they sure do taste it and come from the same Aussie farms. By utilising more of our farmers’ available crop, the range helps reduce food waste and makes eating fruit and veg more affordable for you and your family. 

As we all know it’s what’s on the inside that counts.


5 bags of Coles I'm Perfect fruit on a kitchen bench

Sourcing produce from our community 

The Giblett family from Newton Orchards at Manjimup in Western Australia has sold apples to Coles for more than 30 years and produce its own juice and cider to eliminate food waste on their farm. In 2019, the family business also began supplying apples to Coles for its new I’m Perfect range for fruit and vegetables that might have a blemish, but taste great. 

The Giblett family from Newton Orchards walking on their farm


Get inspired to cook with the I'm Perfect range at home

Make the most of your fresh produce with these tasty recipes and tips

Shop the I'm Perfect range online

Discover more of our exclusive brands