Waste not, want not. A saying that could not be truer for French supermarket Intermarché. The chain set out to 'rehabilitate' fruits and vegetables that didn't fit 'the norm' – hitching on to the European Union's declaration of 2014 as the year against food waste. Working with Paris-based creative agency Marcel Paris, the campaign Les fruits et légumes moches, or the Inglorious fruits & vegetables, was born.
An aisle was dedicated to the 'ugly' produce, given a 30 per cent lower price point than standard fruit and veges, as well as their own line of vegetable soups and fruit juices. The supermarket reported average sales of 1.2 tons per store of the Inglorious fruits and vegetables range two days after launching. A claimed 13 million were reached with the print, film and radio campaigns, and social media traction. That's a lot of people talking about Intermarché.
Idealog has been covering the most interesting people, businesses and issues from the fields of innovation, design, technology and urban development for over 12 years. And we're asking for your support so we can keep telling those stories, inspire more entrepreneurs to start their own businesses and keep pushing New Zealand forward. Give over $5 a month and you will not only be supporting New Zealand innovation, but you’ll also receive a print subscription, an Idealog t-shirt and a copy of the new book by David Downs and Dr. Michelle Dickinson, No. 8 Recharged (while stocks last).