Target: Intermarché, French Supermarket Chain
Goal: Support creative campaign to reduce food waste
Food waste is a big problem across the world. Approximately 1/3 of food is thrown away, or 1.3 billion tons. That is too much food to throw away when one in eight people in the world suffer from chronic hunger. Luckily, Intermarché, the third largest supermarket chain in France, recently launched a campaign to address this major food waste issue.
Intermarché decided to market and sell “ugly” fruits and vegetables. They purchased the typically discarded produce from their standard suppliers, created funny signs with images of “disfigured” fruits and vegetables, and marked down the price by 30%. Customers were intrigued by the funny signs and the lower prices, but to really win them over, Intermarché made fruit juices and vegetable soups with the previously unwanted produce to show the customers that an apple doesn’t have to be perfectly round or of a certain size to be delicious, and a carrot with two roots is really just twice the fun.
Intermarché saw a 24% increase in store traffic and a sale of 1.2 tons of produce in just two days. They ran out of their stock of “ugly” fruits and vegetables, demonstrating that with a little rebranding, produce of any shape and size can be desirable. The effort by Intermarché to reduce food waste is commendable. With greater awareness and a little effort, the problem of food waste can be corrected. Tell Intermarché that you support their effort and thank them for their environmentally and socially responsible work.
To the President of Intermarché,
The abundant waste of produce in the world is appalling. As you are aware, too many fruits and vegetables are thrown away before they make it to market shelves and even before they leave the farm.
Your recent campaign, Inglorious Fruits and Vegetables, in which you buy and then promote the sale of “ugly” produce, is a fantastic idea. I want to thank you for the effort you have put into this campaign, and I hope that the sale of “ugly” fruits and vegetables will remain a permanent facet of your supermarket. I hope that this idea continues to spread throughout the world and that with the help of supermarket chains like yours, we can reduce food waste and promote conservative land, energy, and resource use while also improving the amount of edible food available to hungry people around the world.
[Your Name Here]
Photo Credit: Dave Duarte vis Twitter