INGLORIOUS FRUIT & VEGETABLES: A Great Campaign By Intermarché Against Food Waste


Think about the line-up of fruits and vegetables at your standard grocery store. Apple after apple after apple look pretty identical, don’t they? The veggies are all stacked together in identical rows and pyramids. The fruit glistens, and overall, the produce department looks pretty inviting and colorful. The problem is, this display is just too perfect.


That’s because you’re not seeing the full bounty of the harvest, since the “ugly” produce is hidden from store shelves and even thrown away. Though people are encouraged to eat five fruits and vegetables a day, the video states that we throw away 300 million tons of it every year.



To combat this problem, Intermarché, a French grocery store, launched the Inglorious Fruits & Vegetables campaign – an amazing way to get people to eat more fruits and veggies!




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% cheaper. The inglorious Fruits&Vegetables, a glorious fight against food waste.