Each year, we throw over 300 million tons of fruits and vegetables away worldwide. Why? Mainly because of the ‘imperfect appearances’ that they have! As the European Union made 2014 the European year against food waste, Intermarché, the 3rd largest supermarkets chain in France, decided to try and change their customers perceptions to encourage better behaviors towards the non-calibrated fruits and vegetables. How? By showing them that though they might be ugly looking, they are as good as any others.
Intermarché launched “the inglorious fruits and vegetables”, a campaign to rehabilitate the imperfect fruits and vegetables by celebrating the beauty of the ridiculous potato, the hideous orange or the failed lemon… For the very first time, a supermarket decided to change the way the system works. Intermarché bought from its growers the products they usually throw away, and sold them in stores just like any others, but 30% cheaper. Win win!
Watch the very informative and inspiring video of Inglorious Fruits and Vegetables here.
Good news if you are living in Australia, because Harris Farm and Woolworths will be stocking crooked carrots and wonky beans too, starting this year!