Each year, we throw over 300 million tons of fruits and vegetables away worldwide. Why? Mainly because of their aspect (57%). As the European Union made 2014 the European year against food waste, Intermarch\u00e9 the 3rd largest supermarkets chain in France, decided to try and change their customers perceptions to encourage better behaviours towards the non-calibrated fruits and vegetables. How? By showing them that though they might by ugly looking, they are as good as any others.<\/p>\n
Intermarch\u00e9 made every effort to celebrate these \u201cinglorious fruits and vegetables\u201d the way they deserve to be celebrated. They got their own print and film campaign, their own local poster and radio campaign, their own in-store branding, their own aisle in store, their own labelling, and their own spots on the sale receipt. Finally, for people to realize that they were just as good as the others, Intermarch\u00e9 designed and distributed inglorious vegetables soups and inglorious fruit juices in stores.<\/p>\n
Intermarch\u00e9 launched \u201cthe inglorious fruits and vegetables\u201d. A campaign to rehabilitate the imperfect fruits and vegetables by celebrating the beauty of the ridiculous potato, the hideous orange or the failed lemon… For the very first time, a supermarket decided to change the way the system works. Intermarch\u00e9 bought from its growers the products they usually throw away, and sold them in stores just like any others, but 30% cheaper to make it attractive to its consumers.<\/p>\n","protected":false},"excerpt":{"rendered":"
[vimeo=https:\/\/vimeo.com\/98441820] Each year, we throw over 300 million tons of fruits and vegetables away worldwide. Why? Mainly because of their aspect (57%). As the European Union made 2014 the European year against food waste, Intermarch\u00e9 the 3rd largest supermarkets chain in France, decided to try and change their customers perceptions to encourage better behaviours towards…<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[5,90],"post_series":[],"class_list":["post-15048","post","type-post","status-publish","format-standard","hentry","category-geral","tag-agricultura","tag-ambiente-ambiental-environment-environmental-meio-ambiente","entry","no-media"],"yoast_head":"\n