People throw 300 million of fruits and vegetables a year and the main reason is that we don’t choose a fruit or vegetable that does not fit the norm. 2014 was declared by the European Union the European Year against Food Waste. So, Intermarche came up with the idea of a campaign called Inglorious Fruits and Vegetables, a campaign that encourages consumers to celebrate the Grotesque Apple, the Ridiculous Potato, the Hideous Orange, the Failed Lemon, the Disfigure Elephant and the Ugly Carrot.
Intermarche, a French supermarket has put a special stand with these type of fruits to test the consumers and sold them with 30% cheaper than good looking fruits. The project was such a big success that they sold out!