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

a lot of money for families

on the other we throw 300 million tonnes of it away each year

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

Intermarche the third largest supermarket chain in France decided to rehabilitate the non calibrated

and un-perfect fruits and vegetables so we launch

les fruits & legumes moches

the inglorious fruits and vegetables

starring the grotesque apple

the ridiculous potato

the hideous orange

the failed lemon

the disfigured eggplant

the ugly carrot

and the unfortunate clementine

now you can eat 5 inglorious fruits and vegetables a day

as good but 30% cheaper

how did we do it?

we bought from our growers the products they usually throw away

and sold them in stores

they got their own aisle

their own labelling

and their own spot on the sales receipt

for people to realise that they were just as good as the others

we designed and distributed inglorious vegetable soups and inglorious fruit juices

and it worked

our new kind of fruits and vegetables were an immediate success

we faced only one problem

being sold out

1.2 tonnes average sale per store during the first two days

plus 24% overall store traffic

this initiative increased awareness about food waste

it created a lot of conversations on social networks

over 13 million people reached after 1 month

and had a big impact in the media

finally journalists suggested that every supermarket in the country should do that

the inglorious fruits and vegetables

a glorious fight against food waste