Responsive - Food In The Loop: Intermarché - Inglorious Fruits and Vegetables

Forget the ugli fruit, meet the ugly fruit bowl! French supermarket introduces lumpy and misshapen fruit and vegetables - sold at a 30% discount - to combat food waste

Intermarché launched Inglorious Fruits and Vegetables earlier this year. It wanted to prove that unattractive produce is just as edible. The supermarket gave the ugly fruits and veg their own aisle. The project was a success with the store almost selling out.

Intermarché wanted to help prevent food waste by proving to customers that unattractive fruits and vegetables are just as delicious as their pristine counterparts.

The campaign follows the news that we throw 300 million tons of food away each year, encouraging the European Union to make 2014 the year against food waste.

A wide range of posters all following the same structure. By addressing what the veg is in the top left corner shows that they aren't trying to hide it. The statement underneath reinforces that fact that they taste no different so who cares? I think this is a very strong and well considered range of posters which have clearly worked in their supermarkets! something that more places should adopt.