Reducing food waste: beautiful work for ugly fruit and veggies

The world loses or wastes one-quarter to one-third of all food produced for human consumption according to the estimates of the FAO and World Resources Institute. However it’s not only a waste of food. There are nearly one billion malnourished people in the world that would no longer be hungry with the 40% million tonnes of food waste by US households, retailers, and food services each year.

Besides we didn’t even mention the irrigation water to grow food at 200 litres per person per day that is wasted, the 10% of developed countries greenhouse gas emissions coming from food that is never eaten, or the occupied land currently used to grow unnecessary surplus and wasted food.

All this could be avoided on less than a quarter of the food that is wasted in the US, UK and Europe. A great number comes from stores discarding produce that doesn’t fit the standards of food beauty. But the third biggest supermarket in France, Intermarché, came up with a bright idea on how to get people to buy, and actually look for those ‘ugly’ fruits and veggies.

A few months ago they’ve launched their campaign called “les fruits et légumes moches”, or in English, the inglorious fruits and vegetables. We love this campaign, its beautifully designed ads, great PR, and the impressing results. Check out the video below for the full explanation, and let us know what you think.