We love seeing produce sections neatly stocked with bright and pristine fruits and vegetables. But a TEDxManhattan presentation by Food & Wine editor-in-chief Dana Cowin takes a look at chefs and grocers who focused on ugly produce to help reduce food waste.
“Ugly food is beautiful on the inside,” TV chef Jamie Oliver announced on a British TV show.
French grocery chain Intermarche led the charge against food waste with it’s “Inglorious Fruits & Vegetables” campaign. Awkwardly-shaped produce that usually wouldn’t make it into the stores were set up at a 30% discount off the normal produce prices. To back up the claim that the ugly produce was beautiful on the inside, the store sold pre-made soups and fruit juices using the inglorious ingredients.
Incredible results followed. Stores sold out, averaging 1.2 tons sold in each store during the first two days alone. The chain saw an overall traffic increase of 24% while increasing the awareness of food waste through both traditional and social media.
Shoppers are always looking for ways to save their hard-earned cash and inglorious produce is a creative way to help them achieve that goal while also improving a problem in global food waste.