French Ads Show Love for Ugly Fruit, Aim to Reduce Waste


There’s nothing wrong with these fruits except they look a little bit different than usual.

Approximately one-third of the world’s food is wasted or thrown away. French supermarket chain Intermarché is looking to turn this disheartening statistic around by introducing a new ad campaign that highlights, and gives discounts to consumers who buy, ugly or malformed fruits and vegetables. These “inglorious” fruits and vegetables are often thrown away and don’t even make it to supermarket shelves because they are not aesthetically perfect (even though there is technically nothing wrong with them).

Consumers who buy the “Grotesque Apple, Ridiculous Potato, Hideous Orange, Failed Lemon,” etc, will receive a 30 percent discount and will also help the fight against unnecessary food waste. Sound like a win-win to us.

Watch the creative ad campaign below, which highlights 2014 as the European year against food waste. 

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Joanna Fantozzi is an Associate Editor with The Daily Meal. Follow her on Twitter@JoannaFantozzi