French Supermarket Launches Brilliant Food Waste Reduction Campaign That Celebrates Ugly Fruit And Veg

16/07/2014 12:00

Ever sifted through apples trying to find the most shiny one or turned your nose up at a bent carrot? You're not alone, many of us recoil at the sight of ugly fruit and veg.

But with 40% of fruit and veg wasted because of the way it looks and an estimated 300 million tons of food waste produced each year, our ridiculous food standards are no laughing matter.

Thankfully, one brilliant food waste reduction campaign, 'Inglorious Fruits & Vegetables', is hoping to change that by celebrating ugly fruit and vegetables.

food waste

The initiative was led by Intermarché - France's third largest supermarket chain and intercepts undesirable fruit and veg from suppliers and selling it in their stores - either in natural form or in soups and juices - at a heavily discounted price.

Not only have they nailed the food waste issue, but the produce - at 30% cheaper - will help families get their seven-a-day, which is proven to be a costly exercise.

The campaign was developed by Marcel Worldwide and received national acclaim on social media and . Let's hope it takes off elsewhere.


Meet The Modern Day Robin Hoods, Who Take From The Bins To Feed Those In Need

Healthy Snacks: 10 Weird And Wonderful Superfoods You Should Try

Seven-A-Day: How To Get Those Extra Fruit And Vegetable Portions Into Your Diet

Also on HuffPost:

  • 1 'Best Before' doesn't mean 'Throw Away After..'
    Getty Images
    Hilary Benn, the former environment minister, said people should ignore "best before" labels and decide for themselves if food is still good. Benn said in 2009 that "best before" dates served little useful purpose and could be cheerfully ignored - they just mean when the food is at its freshest. He said: "There's 'use by' and that's very important because that's food safety; but when it comes to 'sell by' or 'best before', I think we as consumers [need to] understand better what those labels mean.|
  • 2 Eggs last a lot longer than you think
    The Mail commissioned the West Yorkshire-based FoodTest Laboratories to compare batches of Lion eggs, bought at Tesco. The company kept two batches of eggs for a fortnight, one at room temperature, the other at a typical fridge temperature of 6c. Samples from both batches were regularly tested eg. for E.coli, salmonella, listeria. There was no difference whatsoever between the two batches. Both remained bacteria-free and good to eat.
  • 3 You can probably eat mouldy salami
    Getty Images
    The US Department of Agriculture says as long as you scrub the mould off, then it's totally fine. "It is normal for products like this to acquire surface mould," the Safe Food Handling fact sheet says. Don't eat any mouldy cooked meat though, for god's sake.
  • 4 And some kinds of mouldy cheese
    Getty Images
    For cheeses where mould isn’t part of the processing, mold generally can’t get deep into the product. For hard cheeses, such as Asiago, Pecorino, Parmesan and Cheddar, lop off at least 1 inch around and below the mold spot (to avoid cross-contamination, be careful not to touch the mold with the knife). Source: USDA
  • 5 And "firm" fruit and veg, even if it's a bit mouldy
    Getty Images
    So think, cabbage, peppers, carrots. Like the cheeses, dense fruits and vegetables are not easily penetrated by mould. The same rule of thumb applies to firm produce: cut off at least an inch around and below the mould spot (again, not touching the mold with your knife) before using. Source USDA
  • 6 You can pretty much ignore sell-by-dates on canned food
    As long as it smells OK and looks OK when you open it. There have been cases where canned food survived almost 100 years with no microbial growth whatsoever.
  • 7 Butter lasts way past its sell-by-date
    According to the experts at Still Tasty, butter lasts about 2 weeks after its expiration date. Frozen butter lasts up to 9 months longer.
  • 8 Pickles basically last for a year
    Getty Images
    Open jars of pickles stay good for a whole year in the refrigerator. The same goes for olives and capers, according to Still Tasty.
  • 9 Most spices last 2-3 years past their expiration date
    Getty Images
    There's absolutely no need to throw them out before then, according to
  • 10 Bagged salads? Don't go there
    Getty Images
    Why buy bag salads? OK, they are way more convenient, but more expensive and they spoil much quicker.Tesco found that two-thirds of produce grown for bagged salad is thrown out.
Suggest a correction