The inglorious fruits and vegetables



imprenditoria privata | private enterprise

Project typology

campagna di sensibilizzazione | sensitization campaign

Area of action

scarti e rifiuti alimentari | food waste


sociale | social


pubblico | general public

Reference scale

nazionale | national


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.


Intermarché, the 3rd largest supermarkets chain in France.

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