Inglorious fruits vegetables

A Glorious Fight Against Food Waste: Inglorious Fruits and Vegetables

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According to the World Bank, 1/4 to 1/3 of all food produced for human consumption is lost or wasted. Of that produce, a lot is wasted by the consumer. However, farmers and supermarkets waste food as well. A lot of fruit and veggies get thrown away for being too ugly. It sounds like a ridiculous reason, but I must admit that when I buy fruit I usually go for the pretty looking produce. But European supermarket chain Intermarché wants to change all that with their genius print, film, poster, and radio campaign against food waste: the Inglorious Fruits and Vegetables!

Food Waste Infographic Worldbank

Intermarché wants to celebrate the beauty of the Grotesque Apple, the Ridiculous Potato, the Hideous Orange, the Failed Lemon, the Disfigured Eggplant, the Ugly Carrot, and the Unfortunate Clementine. In the video (see below) it is stated that farmers throw away 300 million tons of food away each year, food that is perfectly fine to eat but does not fit the norm.


The year 2014 is the European Year Against Food Waste, so Intermarché decided to help spread the word. First they bought the produce from the farmers that is usually thrown away. This “ugly” or inglorious produce was sold in Intermarché stores, where they got their own aisle and labels. They also made soups and fruit juices from the “ugly” produce, so people would realise the taste and quality would be the same as the “pretty” produce. This approach worked perfectly. In fact, the Inglorious Fruits and Vegetables even sold out! During the first 2 days of the campaign, 1.2 tons was sold per store and there was a 24% overall store traffic increase.

This clever campaign by Intermarché didn’t only increase awareness about food waste, it also gave people an opportunity to buy fresh produce at a lower cost. We are always encouraged to eat our 5 a day, but that can be difficult to achieve if you are on a budget. However, the Inglorious Fruits and Vegetables were sold 30% cheaper than the “pretty” produce, giving poorer families a chance at their 5 a day too.

Since Intermarché’s campaign was such a huge success, there is talk that other supermarket chains will follow. What do you think of Intermarché’s food waste campaign? Would you buy Inglorious Fruits and Vegetables?


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EmmyA Glorious Fight Against Food Waste: Inglorious Fruits and Vegetables

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