Imperfect fruit and veg get a pretty bad rep in today’s society.
We want flawless and symmetrical. We never go for the ‘ridiculous potato’ or the ‘grotesque apple’.
And it leads to a whole heap of fruit and vegetables being discarded so that only the most perfect specimens reach the shelves.
Now a Paris ad agency hopes to reverse the fortunes of imperfect fruit and veg with a campaign promoting what they call ‘inglorious fruits & vegetables’.
Marcel Worldwide created the campaign for Intermarché, France’s third largest supermarket chain, to address the issue of food waste (which according to the European Commission sits at 100 million tonnes a year in the EU).
And PS: the graphics have… Read the full story