Food
Solution by: Intermarché and Marcel
Making Ugly Produce Attractive This campaign by the French supermarket chain Intermarché reduces cosmetic food waste by selling misshapen fruits and vegetables at reduced prices.
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SOCIAL These misshapen fruits and vegetables make healthy eating accessible to more people due to their reduced prices.
By reducing the price of the so-called “inglorious” fruits and vegetables, the campaign also helps customers who struggle to afford the five daily portions of fruits and vegetables recommended by nutritionists. WHY A SUSTAINIA100 SOLUTION? Fruits and vegetables offer great nutritional value but also have some of the highest rates of waste THE TRIPLE BOTTOM LINE
ENVIRONMENTAL According to Intermarché, it sold an average of 1.2 tons of inglourios fruits and vegetables per store during the first two days of the campaign.
The French supermarket chain Intermarché is tackling food waste by selling scarred, disfigured, or odd-shaped fruits and vegetables to customers for 30% less than normal-looking produce. The campaign sheds light on the huge amount of fruits and vegetables wasted every year because of arbitrary cosmetic criteria unrelated to taste or nutritional value.
ECONOMIC Intermarché reported a 24% increase in store traffic during the first two days of the campaign.
DEVELOPED IN ... DEPLOYED IN ...
FRANCE
FRANCE
1 FAO. “Save Food: Global Initiative on Food Loss and Waste Reduction.” Online. 2
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FAO. “Food Wastage Footprint: Impact on Natural Resources.” Report. 2013.
SUSTAINIA100
in the food industry, with 45% of fruits and vegetables produced annually being thrown away.1 Part of the problem is that large quantities of fruits and vegetables are rejected by supermarkets because of their appearance. This campaign has shown that, with attractive marketing and favorable prices, customers are willing to buy misshapen produce that would otherwise be considered waste.
Playful and attractive posters invite shoppers to embrace unusually shaped produce that is usually discarded.