300 million tons of fruit goes to waste each year. One of the reasons some of this fruit goes to waste is because it doesn’t fit the mold of what the market thinks people want their fruit to look like. They may not be perfect looking fruit, but they’re still good. To help put an end to food waste, the European Union decided to make 2014 “the year against food waste.”
One French supermarket called Intermarché had the bright idea of buying this fruit to sell to consumers for 30 percent cheaper. They launched a campaign for the imperfect fruit calling it The Inglorious Fruits & Vegetables starring: The Grotesque Apple, The Ridiculous Potato, The Hideous Orange, The Failed Lemon, The Disfigured Eggplant, The Ugly Carrot, and the Unfortunate Clementine.
The Inglorious Fruits & Vegetables campaign did so well it left its competitors in the dust. However, some people were worried that because the campaign did so well it would still end up wasting food since people wouldn’t want to purchase the better looking, expensive fruits. Maybe they’ll find a way to make all fruit cheaper so we can eat our 5 servings a day at a reasonable price.