Selling Ugly Fruits and Vegetables

Asda, Britain’s second-largest supermarket, has jumped on the bandwagon:

“The retailer … said long-standing consumer resistance was about price and quality, but its research showed that 65% of its customers were now open to the idea of buying oddly shaped fresh produce, while 75% would definitely buy ‘wonky’ if it was cheaper.”

Jamie Oliver says it’s about reducing food waste:

“‘If most Brits had half an idea of the amount going to waste, they’d be snapping up ugly veg by the trolley load,’ Oliver said. ‘There’s no difference whatsoever in taste or nutritional value. This is perfectly good food that could and should be eaten by humans.'”

Not a Beauty Contest

As Maria Godoy reports, ugly produce is selling like gangbusters in Europe. It began with a campaign by Intermarche, France’s third-largest supermarket:

“That initial campaign, launched in March, was quite successful: Marcel, the creative agency behind Intermarche’s campaign, says overall store traffic rose 24 percent. It was so successful, in fact, that Intermarche brought the idea back for a week in October in all of its 1,800 stores, and its competitors in France, Auchan and Monoprix, have launched similar initiatives.”