4.0
July 19, 2014

All supermarkets should do this!

    Intermarche

Fruits and vegetables are facing an absurd situation…

Everything that doesn’t look normal, gets thrown away. Double-headed pears, curly squash, dented eggplants—all tossed.

But a hideous orange makes delicious juice, a grotesque apple still keeps the doctor away and a bumpy potato makes excellent mashers.

All of this “ugly” produce has the potential to feed a family and I think it’s absurd that stores consider it waste. Until now…

In 2014, Intermarché launched the Inglorious Fruits & Vegetables campaign to fight against food waste. They bought the produce that farmers were throwing away (300 million tons a year to be exact) and sold it in stores—for 30 percent cheaper.

Intermarché is celebrating disfigured produce and changing the norm. They are also increasing the awareness of food waste. I think it’s a brilliant way to refocus people onto food quality, rather than its appearance.

>> On average, 1.2 tons were sold per store during the first two days.

>> Overall, there was a 24 percent increase in store traffic.

>> Over 13 million people were reached after one month.

A glorious fight against food waste.

Intermarche

Intermarche

Intermarche

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Relephant Reads:

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Linda V. Lewis May 14, 2015 6:10am

At Pete's, an independent store in Halifax, Nova Scotia, any fruit-vegetable-nut-you name it past prime is put on a shelf and discounted. So many people head right for that shelf! Especially with one lemon costing $1.29 each! (that's Canadian, but still ridiculous!)

Micki Apr 30, 2015 6:26am

If they want to help the needy, why not 50 percent off.

Ruth Apr 14, 2015 6:49am

God Bless You Cristy. I work in a food pantry and I know the people who shop there appreciate when we have produce, perfect or not.

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Rachel Nussbaum

Rachel Nussbaum is a yogini and craft beer enthusiast, living in Boulder, Colorado. She can be found hitting the slopes, hiking the Flatirons, running along the Boulder Creek Path, drinking an IPA (or stout depending on the season) or searching for the most delicious ethnic food in town. Rachel tries to “go with the flow” and be spontaneous but is a controlling introvert at heart. Connect with Rachel on Facebook and Instagram.