Cast your mind back to the early 2010s, when avocado toast evolved from humble breakfast staple to cultural flashpoint. For a while, it was even blamed for a generation’s inability to get on the property ladder. Those headlines have faded, but avocados still attract scrutiny, particularly around their environmental impact. As ever, the reality is more nuanced.
One issue lies in how produce is selected before it ever reaches supermarket shelves. For decades, the produce aisle has been shaped by aesthetics. Perfectly uniform fruit is proudly displayed, while misshapen or slightly blemished alternatives are often rejected, even though they taste just as good. Holy Moly is taking a different approach. The brand uses so-called “wonky” avocados that might otherwise be discarded purely for cosmetic reasons. The result is a range of guacamole and smashed avocado products that make the most of fruit that still has plenty to offer.
The avocados themselves are grown in their native environment in Mexico, where orchards benefit from favourable climates and natural rainfall. This reduces the need for intensive irrigation and allows fruit to grow in conditions that suit it best. Processing happens close to the source, helping to reduce waste and maintain freshness before the finished dips reach shelves, ready for you to enjoy. Holy Moly also aims to maximise the use of each avocado. While conventional processing can discard around 40% of the fruit, including the skin and stone, the brand works to upcycle these parts into avocado oil. The result is a production process designed to make more of every avocado.
Holy Moly is also a certified B Corp, holding one of the highest scores in the dip category at 93.9. Its Impact Report is publicly available, outlining its sourcing, production methods and partnerships. In short, the focus is simple: responsibly grown avocados, processed efficiently, and turned into flavour-forward dips made with natural ingredients and no artificial additives. Proof that sometimes the best produce is the fruit that never looked perfect in the first place.
Learn more at holymolydips.com
