• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
The Flexitarian
  • Recipes
    • Recipes by Course
    • Recipes by Ingredient
    • Recipe Collections
    • RECIPES BY DIET
    • Seasonal Food
  • Shopping List
  • MY BOOK
    • My Cookbook: Less Meat, More Plants
    • DOWNLOAD a FREE Preview Copy
  • Flexitarian
    • The Flexitarian Diet
    • Why Go Flexitarian?
      • Meat & Health
      • Meat & The Environment
      • Animal Welfare
    • Tips & Hints
      • How To Cook Veggie
      • Cooking With Less Meat
      • Beginners’ Guides
      • Do It Yourself Recipes
      • How To Cook Without A Recipe
      • Left Over Recipes
  • Eco Living
    • Health & Nutrition
    • Green Living
    • Eating Out
    • Fighting Food Waste
    • Competition
    • Eco Travel
    • Fitness
    • Grow Your Own
    • Gift Guides
    • Product Reviews
    • Cookbook Reviews
  • ABOUT
    • CONTACT ME
    • In the News
    • Privacy Policy
  • SHOP
  • Facebook
  • Instagram
  • Pinterest
  • YouTube
The Flexitarian Logo

The Flexitarian

The Flexitarian Diet - A Flexible Vegetarian Diet

  • Recipes
    • Recipes by Course
    • Recipes by Ingredient
    • Recipe Collections
    • RECIPES BY DIET
    • Seasonal Food
  • Shopping List
  • MY BOOK
    • My Cookbook: Less Meat, More Plants
    • DOWNLOAD a FREE Preview Copy
  • Flexitarian
    • The Flexitarian Diet
    • Why Go Flexitarian?
      • Meat & Health
      • Meat & The Environment
      • Animal Welfare
    • Tips & Hints
      • How To Cook Veggie
      • Cooking With Less Meat
      • Beginners’ Guides
      • Do It Yourself Recipes
      • How To Cook Without A Recipe
      • Left Over Recipes
  • Eco Living
    • Health & Nutrition
    • Green Living
    • Eating Out
    • Fighting Food Waste
    • Competition
    • Eco Travel
    • Fitness
    • Grow Your Own
    • Gift Guides
    • Product Reviews
    • Cookbook Reviews
  • ABOUT
    • CONTACT ME
    • In the News
    • Privacy Policy
  • SHOP
  • Facebook
  • Instagram
  • Pinterest
  • YouTube
The Flexitarian » Lifestyle » Fighting Food Waste » Intermarché – “Inglorious Fruits and Vegetables”

Intermarché – “Inglorious Fruits and Vegetables”

inglorious fruits and vegetables

I just came across this story and even though it is not news, I love it so much I thought I should share it here.

Back in March, Intermarché (France’s third-largest supermarket chain) launched a fantastic campaign against food waste. “Inglorious Fruits and Vegetables” (or “Les Fruits & Légumes Moches” in French) highlights the plight of non calibrated, imperfect fruits and vegetables.

Reducing food waste is an essential part of fighting the current World Food Crisis.  Fresh produce waste not only increases the prices of other fresh produce but also takes a toll on the environment as energy is used to produce, process, transport and dispose of it. In the UK it is estimated that 40% fruit and veg never reaches the shelves because it doesn’t LOOK good enough.

Intermarché decided to raise consumer awareness about food waste by selling “ugly” fruits and vegetables. The fresh produces were retailed 30% cheaper than their calibrated counterpart, as Intermarché was able to buy them cheaper from producers who would have otherwise thrown them away.

Intermarché created a superb advertising campaign (with beautiful pictures by Patrice de Villiers) backed up by dedicated aisles, labelling and spots on sales receipt for the “Inglorious Fruits and Vegetables”.

Customers were also able to purchase ” Inglorious Carrot Soup” and “Inglorious Orange Juice” in a bid to prove that the non-lookers were as tasty as their beautiful relatives.

The trial run of “Inglorious Fruits and Vegetables” took place in Provins and was extremely well received by shoppers. It was deemed a success with 1.2 Tons of “ugly fruits and vegetables” sold in the first 2 days.

In spite of the success of the campaign, Intermarché will apparently not be rolling the campaign over nationally as the logistics would prove to difficult on a bigger scale. Instead, they will leave it to individual stores, able to source and retail their own “Inglorious Fruits and Vegetables”, to decide if they want to take part in the campaign.

While some of our supermarkets such as Waitrose, Tesco and Sainsbury are making some efforts to sell misshapen fruits and vegetables, would not it be great to see a campaign like the one ran by Intermarché in the UK?

YouTube video

 

Other things you might like to read

  • Tesco Fights Food Waste With Waste NOT Juices
  • About
  • A Record 250,000 People Have Tried Vegan This Veganuary
  • 7 Tips to Waste Less Food This Holiday Season
  • 5 Reasons to Get Your Groceries Delivered to Your Door
Print Friendly, PDF & Email

Fighting Food Waste June 19, 2014 · Created by: The Flexitarian 2 Comments

Previous Post: « Meat Free Monday is 5 Years Old!
Next Post: Quorn Stuffed Tomatoes [vegetarian] »

Reader Interactions

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Rate This Recipe




Primary Sidebar

* GET MY COOKBOOK *

Available from:
UK/IR
Blackwells
Amazon UK

US/CAN
Amazon
Barnes & Noble
Bookshop.org
Additional Retailers

Hello, I am Annabelle!

Welcome to The Flexitarian.
I am passionate about food and the environment.
I hope my vegan and vegetarian recipes and eco tips will inspire you to embrace "more of" a plant-based diet and green lifestyle.
More About Me …

  • Facebook
  • Instagram
  • Pinterest
  • Twitter
  • YouTube

Newsletter


* FREE E-BOOK *


LATEST RECIPES

Falafel Salad

Vegetarian Philly Cheesesteak

Vegetarian Cobb Salad

Broccoli Pasta with Miso Butter


* SPONSORED LINKS *

PromFormal

OUR ECO BOUTIQUE


Footer

The Flexitarian

Less Meat, More Plants

  • Amazon
  • Facebook
  • Goodreads
  • Instagram
  • Pinterest
  • Threads
  • TikTok
  • YouTube

Newsletter


* SPONSORED LINKS *

PromFormal

MY COOKBOOK

Copyright © 2025 · The Flexitarian · Privacy Policy