French Supermarket’s Fight Against Food Waste is a Smashing Success


In light of the news that an insane amount of food is wasted every year (over 300 tons), the European Union decided to make 2014 “The Year Against Food Waste“. In response, Intermarche, France’s 3rd largest food chain, has arranged to obtain farmers’ “uglies” — the fruits and vegetables that usually get thrown away — and give them a second chance.

These uglies now have their own aisle and are offered at a 30% discount. To overcome initial skepticism Intermarche created a line of soups and juices to help convince their customers that these misshapen foods would still taste as good.

Intermarche’s “Inglorious Fruits and Vegetables” campaign has been a smashing success. An average of 1.2 tons of ugly produce was sold in the first two days per store. Supermarket traffic overall increased by 24%.

Here’s a short, charming video about this “glorious fight against food waste“.

What do you think?

Would you buy “uglies” if they were available?

Since this works in France, where people are known for being particular about food quality, do you think it could work here in the US as well?


Deane Alban holds a bachelor’s degree in biology and has taught and written on a wide variety of natural health topics for over 20 years. She teaches the best ways to stay mentally sharp for life at her website Brain fog, “senior moments”, and fuzzy thinking are signs your brain is not working as well as it should. Discover how to nourish your brain and optimize your brainpower — sign up for her email series 21 Days to a Brighter Brain here.


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Deane Alban
Deane Alban is co-founder of and author of "Brain Gold: Brain Fitness Guide for Boomers" and "21 Days to a Brighter Brain."

Deane holds a bachelor's degree in biology from University of South Florida, where she also studied journalism. She has taught and written on a wide variety of natural health topics for over 20 years, including teaching healthy cooking classes.

As a baby boomer, Deane has turned her passion for healthy living to focus on a major problem people everywhere are facing – issues with mental decline right now and worries about Alzheimer's disease and dementia in the future. Deane brings the science down to earth in an entertaining and engaging way, giving her readers practical, easy-to-follow advice to keep their minds sharp for life.

Deane lives near Tucson, Arizona with her husband and business partner, Patrick, a retired chiropractor. She loves living in the desert where plenty of sunshine and outdoor activities help keep her mind young!