Customers rarely see imperfect fruit and vegetables—the bent cucumber, the two-legged carrot, even the heart-shaped potato—because they are tossed away long before they reach supermarket shelves. But this year, French supermarket chain, Intermarché, decided to feature these so-called ugly fruits and vegetables in their stores (in an effort to reduce food waste).
The campaign, Quoi ma gueule? (What’s wrong with my face?), was promoted over a two-day test period in March in Intermarché stores—France’s third largest supermarket chain—in the north-central town of Provins.
Each year, approximately one third of total food produced for human consumption, is wasted. The UN Environment Programme estimates the amount of food lost or wasted is equivalent to over half of the annual global production of cereals crops.
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