This article exists as part of the online archive for HuffPost Canada, which closed in 2021.

Inglorious Fruits And Vegetables Campaign Is A Work Of Delicious Genius

WATCH: This Makes Us Want To Go Eat A Disfigured Eggplant

It's well-known that billions of dollars of food is wasted each year by Canadians, and a big part of that number comes from stores discarding produce that doesn't fit the standards of food beauty. That's right, the prejudices about looks extend to food as well.

But one supermarket in France came up with a brilliant idea on how to get people not only buying those fruits and veggies, but actually seeking them out. Intermarché, the third biggest grocer in the country, launched a campaign called "les fruits et légumes moches," or in English, the inglorious fruits and vegetables, a few months ago.

They gave the produce a 30 per cent markdown, some prettily designed ads, and some serious publicity — all to pretty great results.

Check out the video above for the full explanation, and tell us — would you eat fruit and veggies that looked a little, well, like this?

Get more food and drink ideas on Pinterest

Also on HuffPost

Before You Go

Popular in the Community

This article exists as part of the online archive for HuffPost Canada. Certain site features have been disabled. If you have questions or concerns, please check our FAQ or contact