Intermarché launched the Inglorious Fruits&Vegetables, a film, print, poster and radio campaign, celebrating the beauty of the Grotesque Apple, the Ridiculous Potato, the Hideous Orange, the Failed Lemon, the Disfigured Eggplant, the Ugly Carrot, and the Unfortunate Clementine. Now you can eat five a day inglorious fruits and vegetables. As good, but 30 percent cheaper. The inglorious Fruits&Vegetables, a glorious fight against food waste.
Consumers are encouraged to eat five fruits and vegetables a day, which can be costly. More than 300 million tons of imperfect produce is thrown away each year. Now, Intermarché, a grocery chain in France, sells the "hideous" produce to fight food waste.