LIVING

Inglorious Fruits And Vegetables Campaign Is A Work Of Delicious Genius

07/18/2014 10:00 EDT | Updated 11/12/2014 05:59 EST

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?

crooked fruit

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