The UN Food and Agriculture Association estimates that circa 30% of edible food is disposed of even before it hits the table – damaged in the distribution process or discarded because it doesn’t meet aesthetic standards. To address this, French supermarket chain Intermarché sells fruits & vegetables, which do not comply with EU standards at a 30% discount. Less aesthetic than the average carrot or tomato, these lumpy, bumpy fruits and vegetables have their own branding strategy – called moche or ugly – and have attracted their own customers. Moche has increased overall store profits and received positive press reviews in social and popular media.

Check out their video – a great idea for other supermarkets to follow.