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A wonderful idea from French supermarket goliath Intermarche.

In their valiant quest for quality control, our food industry disposes of 520 million tonnes of fruit and vegetables each year because they’re too big, too small, the wrong shape or just plain ugly. They’re the apples, potatoes, oranges and eggplants that grow a bit funny and never make it to the shelf.

Thing is, they taste just as good and have the same nutritional value as their perfect-looking cousins.

So Intermarche bought from their growers the products they usually throw away, branded them ‘Les Fruits & Legumes Moches’, or 'The Inglorious Fruits & Vegetables’, and sold them for 30% cheaper.

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They even made Inglorious Fruit juices and Inglorious Vegetable soups.

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A huge success, Intermarche averaged 1.2 tonnes of sales per store in the first two days.

Watch a great video all about it here.

Thanks to our old friends at Y&R NZ for the tip off.

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