Inglorious fruits and vegetables

BRAND Intermarché / MADE BY Marcel

in ,

Why waste perfectly good fruits and vegetables simply because they are ugly? The taste is the same, so why discriminate? French supermarket chain Intermarché took on the fight against food waste in 2014 as they launched the ‘Inglorious Fruits and Vegetables’ campaign. Here they sold disfigured, ugly, hideous, grotesque and ridiculous fruits and vegetables at a 30 % discount. The only problem was: the customers loved it so much, they almost sold out!


The project promoted EU’s Year Against Food Waste in 2014 and was a huge success where an average of 1.2 tonnes were sold in store during only the first two days. The graphics received the Design of the Year 2015 award from London’s Design Museum.

Intermarche – ‘Inglorious Fruits and Vegetables’ from Goodvertising on Vimeo.


Stine Franker Holm

Press and Project Manager at Goodvertising Agency