Ugly Vegetables to fight food waste
While each year, 300 million tonnes of food are wasted in the world, the French supermarket chain Intermarché decided to act against this economic and ethical attrition by encouraging French to eat all vegetables, even the « ugly » vegetables!
A French SuperMarket Chain against food waste
While 40% of food waste concern fruits and vegetables, the major reason often stems from the fact that producers/wholesalers make a strict selection of fruits and vegetables in order to keep only the « best » food for sale.
In this way, beans considered too long or not enough green, too small apples or misshapen carrots are sadely excluded from sale. This selection leads to important food waste, severe money and resources loss even though supermarkets have no legal obligations to impose aesthetic standards !
A campaign encouraging to eat ugly vegetables
While 57 % of consumers throw food because their aspect not suit them, Intermarche has decided to commit against this food waste by launching an advertising campaign encouraging the French to consume « ugly » fruits and vegetables and to no longer rely on their appearance.
Furthemore, it rehabilitates these « ugly fruits and vegetables » by treating them as a variety on its own. Indeed, they will be back on the normal distribution cycle with a new special labeling and a dedicated corner.« An Ugly Eggplant » « Ugly vegetables and fruits: they are as good as they’re ugly » Intermarché & Dr BB