Inglorious fruits and vegetables, I will buy you!

Food waste is a major issue in UK. We throw away 7 million tonnes of food and drink from our homes every year, the majority of which could have been eaten. It’s costing £12.5bn a year and is bad for the environment too.

Loads of not-for-profit organisation are trying to raise awarness of the need to reduce food waste. “Love Food Hate Waste” is one of them (backed by Government funding from England, NI, Scotland and Wales).

The french supermarket “Intermarché” has found an amazing solution: “ugly fruits and vegetables” 30% cheaper. (currently 3 million views)

Supermarkets were always scared to buy “ugly fruits and vegetables”, for risk not being appealing to the shoppers. “Intermarché” sold out of them!


I cannot wait that at least one of the big four (Tesco, Asda, Morrisons or Sainsbury’s) will follow this mindset. 



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