My understanding is that Imperfect Produce is, or at least is accused of, taking food that would have been donated to food banks or processed. So those weird looking strawberries were going to be made into Jam, not discarded.
Theoretically it (or something like it) could create a viable market for the food whose cost goes below market price or is not pretty, but it would have to do it at the wholesale level. Not cases of produce but dozens of truckloads a week.
In their particular case they are trying to make produce a D2C product so they have two challenges: a) build a market for a good and b) make D2C perishable profitable. For reference on b, see Blue Apron.