Forget the ugly fruit, meet the ugly fruit bowl! French supermarket introduces lumpy and misshapen fruit and vegetables – sold at a 30% discount – to combat food waste

It is well known that we eat with our eyes as well as our stomach, however one French supermarket is attempting to re-educate our perspectives on lumpy, ugly, misshapen fruit and vegetables with a new initiative.
The third largest supermarket chain in France Intermarché, launched a campaign earlier this year that sought to put an end to food waste. Inglorious Fruits and Vegetables celebrates the ‘ugly’ produce that is often thrown away by growers and considered unfit for consumption.

Intermarché wanted to help prevent food waste by proving to customers that unattractive fruits and vegetables are just as delicious as their pristine counterparts.

The campaign follows the news that we throw 300 million tons of food away each year, encouraging the European Union to make 2014 the year against food waste. The campaign by Intermarché is supported by advertising agency Marcel who, with the help of  photographer Patrice de Villiers, produced seven posters starring the unattractive produce to go alongside it.

The posters included images of the grotesque apple, the ridiculous potato, the hideous orange, the failed lemon, the disfigured eggplant, the ugly carrot, and the unfortunate clementine. For de Villiers the most important part of the process was giving character to the greens.

She told the Fast Company: ‘The most vital element was ensuring the “strange but lovable” theme shone through I spent time observing our uglies trying to find the precise angle which showed both their “ugliness” and their loveliness, finding their unique character.’

French supermarket Intermarché has launched the initiative Inglorious Fruits and Vegetables in order to combat food waste


Source: Daily Mail