"Moche" Produce Never Looked So Good (1): Inglorious by Intermarché!
Welcome to the first installment in our new Tips and Tweaks initiative! Each series will feature several ways that you can change your lifestyle to help alleviate the food issues featured on this site. As I have always believed, it's one thing to learn about society's wrongdoings, but it's our actions afterwards that determine our moral integrity.
Without further ado, welcome to part 1 in the first series: "Moche" Produce Never Looked So Good (1): Inglorious by Intermarché
Out of the many factors that contribute to food waste, picky consumerism is one of the most frustrating because it forces farmers and grocery stores to throw away unsold produce simply because it is deemed "ugly." As a result, both farmers and sellers endure massive economic losses while also contributing to the food waste epidemic. To help solve this problem, the French supermarket chain Intermarché worked to reduce the stigma around "ugly" produce in an economically-savvy way. Back in 2014, Intermarché launched their program Inglorious to encourage their customers to buy "moche" (the French word for "ugly") produce at a 30% discount. Launching at a time when the EU saw lingering economic hardship, this eco-friendly initiative helped the market reduce economic losses and offered cheaper foods to customers -- a win-win!
Before launching, Intermarché's first step was to create a wide-spread campaign (as seen in this video) to change consumers' negative opinion on "moche" produce. The campaign, reaching an astounding 21 million people in the first month alone, saw great success. Within the first two days, each store sold roughly 1.2 tons of "moche" produce and barely kept the shelves stocked! Intermarché soon expanded the Inglorious initiative beyond just produce to include the sale of prepared foods and juices (all made from "moche" produce) and experienced an astounding 24% increase in store traffic. As Intermarché became increasingly popular, many local competitors were inspired to create similar programs, and foreign companies such as Waitrose (UK), Loblaws (CA), Save-On-Food (CA), Fruta Feia (PT), Walmart (US), and Whole Foods (US) quickly followed suit. With "moche" produce making more appearances in supermarkets worldwide, be sure to check and see if your local food supplier has joined this fantastic movement, too!
Can't find "moche" produce near you? Stay tuned for the NEXT post in this series to learn about another company that puts a "moche" spin on a new grocery-shopping trend!
Photo courtesy of the Inglorious by Intermarché campaign