On one hand, people are encouraged to eat at least 5 a day.

一方面，人們被鼓勵一天至少要吃五份蔬果。

A lot of money for families.

對一個家庭來說是很大的開銷。

On the other, we throw 300 million tonnes of it away each year.

同時，我們每年卻扔掉三億噸的蔬果。

Everything that doesn't fit into the norm... we toss.

所有異於常「果」的都會被丟掉。

As the European Union made 2014 the European Year Against Food Waste,

歐盟將2014年訂定為「抵制食物浪費年」，

Intermarché, the third largest supermarket chain in France, decided to rehabilitate the non-calibrated

法國第三大的連鎖超市 Intermarché 決定使未通過標準

and un-perfect fruits and vegetables,

或是不完美的蔬果恢復尊嚴，

so we launched “les fruits & legumes moches.”

所以我們推動了「les fruits & legumes moches」計畫。

The inglorious fruits and vegetables.

「賣相不佳的蔬果」計畫。

Starrign the grotesque apple,

由奇形怪狀的蘋果、

the ridiculous potato,

滑稽的馬鈴薯、

the hideous orange,

醜陋的柳橙、

the failed lemon,

失敗的檸檬、

the disfigured eggplant,

變形的茄子、

the ugly carrot,

難看的紅蘿蔔、

and the unfortunate clementine.

和長得抱歉的小柑橘聯合主演。

Now you can eat 5 inglorious fruits and vegetables a day,

現在你可以每天吃五份賣相不佳的蔬果，

as good, but 30% cheaper.

就跟一般蔬果一樣營養可口，但打了七折。

How did we do it?

我們如何辦到的？

We bought from our growers the products they usually throw away,

我們向菜農買來那些他們通常會丟掉的蔬果，

and sold them in stores.

引入超市販售。

They got their own aisle,

他們被擺在專屬的陳列架上，

their own labelings,

它們有自己的標籤，

and their own spot on the sales receipt.

收據上也有專屬的一欄。

For people to realize that they were just as good as the others,

為了讓人們意識到這些蔬果跟其他的一樣好，

we designed and distributed "inglorious vegetable soups" and "inglorious fruit juices,"

我們設計了並發放「賣相不佳的蔬菜湯」和「賣相不佳的果汁」，

and it worked.

且其行之有效。

Our new kind of fruits and vegetables were an immediate success.

我們的「新品種」蔬果一出場便旗開得勝。

We faced only one problem:

唯一的問題是：

being sold out.

供不應求。

1.2 tons average sale per store during the first two days,

計畫開始的前兩天每間商店平均賣出了一點二公噸，

plus 24% overall store traffic.

增加了大約24%的來客量。

This initiative increased awareness about food waste.

這個行動喚起大眾對浪費食物的意識。

- Congratulations - Great idea. We have enough waste already.

- 恭喜呀！ - 這想法太棒了！我們已經有夠多垃圾了。

It created a lot of conversations in social networks.

它在社群媒體上製造了很多話題。

Over 13 million people reached after 1 month

一個月後，這個計畫遍及了超過一千三百萬人，

and had a big impact in the media.

並且被媒體大肆宣傳。

Finally, journalists suggested that every supermarket in the country should do that.

記者提議國內每個超市都應這麼做。

- I think that every supermarket in France should do the same. - Good idea!

- 我覺得所有法國超市都應這麼做。 - 好主意！

The inglorious fruits and vegetables,

賣相不佳的蔬果，

a glorious fight against food waste.

一場對抗食物浪費的光榮戰爭。