French Supermarket Chain Launches Food Waste Reduction Campaign that Celebrates Ugly Fruits and Vegetables

The French supermarket chain Intermarché has launched “Inglorious Foods“, a unique campaign developed by Marcel Worldwide as a way to highlight the enormous amount of food wasted due to imperfect appearance. Instead the store celebrated the ugly fruits and vegetables and put them on shelves, either in their natural form or in soup or juice, and sold them at a significant discount to shoppers.

Intermarché launched the Inglorious Fruits & Vegetables, a film, print, poster and radio campaign, celebrating the beauty of the Grotesque Apple, the Ridiculous Potato, the Hideous Orange, the Failed Lemon, the Disfigured Eggplant, the Ugly Carrot, and the Unfortunate Clementine to call attention to our problem with food waste.

Inglorious Foods Group

Inglorious Orange and Carrot

Moches in Store

Soup and juice

images via Marcel Worldwide, Intermarché

via Good, Design Taxi