At the grocer’s, have you reached across a mountain of avocados for the biggest, fattest one? Condemned a knobbly sweet potato? Sneered at a strangely-shaped aubergine? It’s a normal process of natural selection.
According to a BBC report, the Food and Agriculture Organisation (FAO) estimate that one third of all food produced for human consumption is lost or wasted before it’s eaten. Considering that there are a billion starving people in the world, it’s a crying shame.
Thankfully, a genius new campaign has come to the rescue of produce that doesn’t fit the standards of ‘food beauty.’ ‘Inglorious Fruits & Vegetables’ is hoping to alter perceptions by honouring unsightly fruit and vegetables.
Intermarché, the third largest supermarket chain in France, began the initiative. ‘Inglorious Fruits & Vegetables’ hijacks unsatisfactory farm produce that would otherwise be discarded, and sells it in their stores – either as is or in soups and juices – at a 30% mark-down.
The campaign was developed by advertising agency, Marcel Worldwide and it may go viral on social media.
Would you be willing to eat less-than-perfect fruit and veggies to get your five-a-day and save money?
Source: Huffington Post
Watch the video below!
