On one hand, people are encouraged to eat at least 5 a day.

A lot of money for families.

On the other, we throw 300 million tonnes of it away each year.

Everything that doesn't fit into the norm... we toss.

As the European Union made 2014 the European Year Against Food Waste,

Intermarché, the third largest supermarket chain in France, decided to rehabilitate the non-calibrated

and un-perfect fruits and vegetables,

so we launched “les fruits & legumes moches.”

The inglorious fruits and vegetables.

Starrign 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 5 inglorious fruits and vegetables a day,

as good, but 30% cheaper.

How did we do it?

We bought from our growers the products they usually throw away,

and sold them in stores.

They got their own aisle,

their own labelings,

and their own spot on the sales receipt.

For people to realize that they were just as good as the others,

we designed and distributed "inglorious vegetable soups" and "inglorious fruit juices,"

and it worked.

Our new kind of fruits and vegetables were an immediate success.

We faced only one problem:

being sold out.

1.2 tons average sale per store during the first two days,

plus 24% overall store traffic.

This initiative increased awareness about food waste.

- Congratulations - Great idea. We have enough waste already.

It created a lot of conversations in social networks.

Over 13 million people reached after 1 month

and had a big impact in the media.

Finally, journalists suggested that every supermarket in the country should do that.

- I think that every supermarket in France should do the same. - Good idea!

The inglorious fruits and vegetables,

a glorious fight against food waste.