Imperfect Fruits and Vegetables Prove Beauty Is More than Skin Deep [VIDEO]

A French supermarket raised awareness about food waste by showing shoppers the benefits of "ugly" produce

Jul 2, 2014

More often than not, the non calibrated, imperfect fruits and vegetables of this world are discarded and forgotten about. In a bid to raise awareness about this wasteful practice, French supermarket chain Intermarché decided to give the "ugly" produce a chance in the limelight to prove they have as much to offer as their better looking counterparts. Thus, the Inglorious Fruits and Vegetables (or “Les Fruits & Légumes Moches” in French) campaign was launched starring the Disfigured Eggplant, the Ridiculous Potato, the Grotesque Apple, the Hideous Orange, the Failed Lemon, the Ugly Carrot, and the Unfortunate Clementine. As part of the campaign, the supermarket sold the imperfect fruits and vegetables 30% cheaper than usual, causing them to sell out in just two days. This video tells the story of how French shoppers embraced the Inglorious Fruits and Vegetables and learned a valuable lesson about food waste.

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