The inglorious fruits and vegetables
Filters
Promoters
imprenditoria privata | private enterprise
Project typology
campagna di sensibilizzazione | sensitization campaign
Area of action
scarti e rifiuti alimentari | food waste
Impacts
sociale | social
Beneficiaries
pubblico | general public
Reference scale
nazionale | national
Description
It is a massive global campaign to rehabilitate and glorify the non-calibrated and imperfect fruits and vegetables (“the inglorious fruits and vegetables”), selling them the 30% cheaper. The stores were rebranded “inglorious”, from floor to ceiling, and finally, for people to realize that they were just as good as the others, Intermarché designed and distributed inglorious vegetables soups and inglorious fruit juices.
Promoters
Intermarché, the 3rd largest supermarkets chain in France.
