Following on from our recent blog about the food waste tragedy that is escalating the world over, we’ve found a really fantastic way to turn food waste around and even make a buck or two. Did you know, we throw away over 300 million tons of fruit and veg each year because it’s considered ‘ugly’ – how ridiculous is that? If you’re a student at the International Hotel School and you’re reading this blog post, watch the short clip at the end and go back to your fellow students / campus or property…and start a food waste revolution.

Here’s how it began

People are encouraged to eat ‘5-a-day’ for health and wellness benefits…but it’s costly for a family to afford these essentials in the difficult financial times we’re in. Knowing that food waste is so prolific and keen to stop ‘ugly’ fruit or veg from being thrown away because they do not conform to the size, shape or colour of the ‘pretty’ fruits and veges in the supermarkets, Intermarché (France’s 3^rd largest supermarket) intervened with a stunning food revolution called the Inglorious Fruits&Vegetables. They launched a film, print, poster and radio campaign, celebrating 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.

From ugly to awesome in one aisle

Knowing that their fruit and veg growers would normally throw away the fruit and veg that didn’t conform to industry specifications (aka, the ugly ones), Intermarché decided to buy them from the growers and then sell them in their supermarkets for 30% cheaper than the good looking fruit and veg. The Inglorious Fruits&Vegetables had their own isle, own labels and own place on the receipt. Aside from bins of funny looking discounted fruit and veg, the stores also made delicious soups and fresh fruit juices for purchase in order to show that the same goodness comes from ugly fruit and veg.

The result?

The campaign was such a success that the stores sold out straight away. 1.2 tons of the Inglorious Fruits&Vegetables were sold on average per store, over the first 2 days, plus there was a 24% overall increase in store traffic.  This initiative increased awareness about food waste, created loads of conversations on social networks (over 13 million people reached after 1 month), and had a huge impact in the media with journalists suggesting every supermarket should do the same.

Take a look:

Honestly, many of us already buy funny looking fruit and veg from local farm stalls and for those who do, you know that the goodness is the same. Why then can large supermarket chains in South Africa not simply try this campaign out? If it works, the store benefits, the consumer benefits and the earth benefits. Think about it…it’s a game changer. Well done Intermarché – we think you got it right. Readers, tell us if you agree in the comments section below.