A few days ago, I read about an amazing project in France to avoid food waste. Intermarche, the French supermarket giant, has introduced a successful campaign called 'Inglorious Fruits and Vegetables'. It's an incredibly creative idea which can be simply described as ' a glorious fight against food waste'.
The grotesque apple... the ridiculous potato.... the hideous range ... the failed lemon (see image below)
|IMAGE: INGLORIOUS FRUITS AND VEGETABLES IS DESCRIBED AS 'A GLORIOUS FIGHT AGAINST FOOD WASTE'. (INTERMARCHE FRANCE/ SUPPLIED)|
Intermarche bought all the ugly fruit, which are usually discarded for cosmetic reasons, displayed it in special aisles, and sold them at a 30 per cent discount. When it was launched, the program was an immediate success; within a month, it reached over 13 million people and stirred a national conversation about food waste and just what makes a piece of fruit, or a vegetable acceptable to the consumer.
The campaign only faced one problem: All items are quickly sold out. Now the ugly fruits and vegetables are available in soup and fruit juice form. Intermarche calls it 'a glorious fight against food waste'.
I believe this story should be seriously considered by all food retailers. I has a great potential for both producers and consumers.
I will not keep you any longer. Hope you enjoy the video which would change your minds.