Ugly Vegetables to fight food waste

By  |  1 Comment

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.

140326120026543749 Les fruits et légumes moches de Intermarché

Translation: « For your health, eat 5 UGLY fruits and vegetables. »
140326120055926790 Les fruits et légumes moches de Intermarché
« An Ugly Eggplant »

140326120121481616 Les fruits et légumes moches de Intermarché

« An Ugly Carrot »

140326120146858975 Les fruits et légumes moches de Intermarché

« An ugly lemon »
140326120213612825 Les fruits et légumes moches de Intermarché« Ugly vegetables and fruits: they are as good as they’re ugly »

140326120239395092 Les fruits et légumes moches de Intermarché

« An ugly orange. 
It makes a very beautiful juice »

140326120308217992 Les fruits et légumes moches de Intermarché

« An ugly potato. Elected Miss Mash Potato 2013″

14032612033141440 Les fruits et légumes moches de Intermarché

« An ugly Apple: it’s like a beautiful one but cheaper. »

Source: Intermarché & Dr BB

1 Comment

  1. Pingback: Eat Drink Better | Healthy recipes, good food: sustainable eats for a healthy lifestyle!

Leave a Reply

Votre adresse de messagerie ne sera pas publiée. Les champs obligatoires sont indiqués avec *

Vous pouvez utiliser ces balises et attributs HTML : <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>