That was Abraham's answer, when we asked him why it was important for him to improve his agricultural practices. He was trying to sell the lettuce, tomatoes and cucumbers from his stall in the colourful market in Tegucigalpa, Honduras.
The phrase beautiful on the inside describes a key part of Rikolto's mission, namely production and access to healthy and quality food for all. But what could tomatoes "beautiful on the outside" possibly mean?