French supermarket chain Intermarche has launched a campaign selling fruits and vegetables at 30% discount.
The campaign named Inglorious Fruits and Vegetables focuses on produce that does not fit with the European standard size and shape. Normally these fruits and vegetable are discarded leaving 300 million tonnes of waste and loss for farmers.
Intermarche gave these disfigured fruits and vegetable its own isle and labeling. The campaign was an immediate success with 1.2 ton average sale per store during the first two days and 24% overall store traffic increase.
Given the success it would be great if all disfigured fruits and vegetables found its way to the stores so that waste could be reduced and people got their five fruits per day cheaper.