The modern grocery store is a marvel in fruit and vegetable perfection. But ask any gardener (or kindergartner for that matter) and they’ll tell you that a good percentage of produce pulled, picked and tilled is just plain old ugly. Sadly, approximately 300 million tons of food is wasted in a year; including those misshapen vegetables you never get to see – let alone eat.

Happily, Intermarché, a chain of French supermarkets has decided to do their part by purchasing fruits and vegetables that suppliers usually throw away – and sell them at a discounted price. To help their customers realize that the misshapen vegetables and fruits were just as good as their regular produce, they distributed “inglorious” fruit juices and soups.

The end result? A successful marketing campaign that led to sold out produce – and brought attention to a simple, yet highly effective, food waste solution. Here is their inspiring video showcasing advertising and sustainability at its very finest…



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