The year 2014 is the European Year Against Food Waste. French Supermarket Intermarché makes visible which kind of food wastes normal people produce every day. We, as customers, are all a bit more into the beautiful, straight and usual looking pieces of food. We do not buy the ugly or scratched pieces. So Intermarché decided to promote our hideous Oranges and Failed Lemons, and turn these assumptions around.
According to the World Bank information of 2009, roughly one third of food
produced for human consumption is wasted. Besides the fact that we could cure world
hunger with these amounts, this also means that huge amounts of the resources
used in food production are also in vain. Think about the logistic costs, the CO2
production, other gas production and electric costs. But most of all, a lot of
food gets wasted because it’s too ugly!
French supermarket Intermarché found
a solution: their inglorious fruits and
vegetables (Fruits et legumes moches) get a whole new live.
The inglorious foods and vegetabels, how
the Supermarket calls the ugly pieces, are bought from Farmers who would
usually throw these away. Not because they do not want to sell, but because the
supermarkets wouldn’t buy these.
The hideous Oranges, the Failed Lemons, the Grotesque Apples, the Ridiculous Potatoes, the Disfigured Eggplants, the Ugly Carrots, and the Unfortunate Clementines where made into soups and juices so people could taste and realize the quality of the beautiful and ugly foods would be the same.
All the inglorious foods sold out during the first two days days of the campaign. Also the traffic to the store, increased with 24%. See the short youtube to explain to you, how ugly became desirable.
These kind of Food innovation thinking is the way to go, it makes profit, it creates awareness and it solves problems of waste.
A few other examples of food waste
solutions are the following:
This food crowd funding project in the
Netherlands is putting a spin on the model of crowdfunding in general. koopeenkoe.nl
requires meateaters to collectively pledge to buy 100 percent of the steak from
cows before they're sent to slaughter.
This France app, makes
it possible for Merchants to promote stock which is reaching its
expiry date. These products can then be sold for a discount price. Consumers in close proximity to those shops will then be allerted, by the
Zéro Gâchis app, to the discounts in real-time.
Culinary Misfits was started by two friends in Berlin and is a fun initiative. Culinary Misfits seek out the ugly
vegetables at
grocery stores, farmers markets, and restaurants and turn them into delectable
dishes at the events they cater in the city.
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