Bella Dentro, born in 2018, saves 'ugly foods' (too small, too big, weirdly coloured, etc.) and gives them a second chance. The company buys directly from farms throughout Italy, recognizing a fair price for agri-food products that do not meet market requirements. They then resell 'ugly' products, to anyone who has the desire to make a sensible purchase, at an affordable price. The organisation has now two stores in Milan. Moreover, to increase the volumes of fruit and vegetables saved / purchased by producers and further increase not only their economic value, but also ethical and social, they have launched a Food Lab for experimenting ways to upcycle 'ugly foods' into new products like jams, juices, and dried fruits, among others. Production is dedicated to the training and employment of autistic children and other vulnerable groups in society. Events organised by the organisation then, offer delicious aperitivo around the city. So far they saved over 83.349 kg of food products.