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Supermarkets rally against unrealistic beauty expectations for fruit and vegetables

  • Checkout
  • May 1, 2015
  • Elly Strang
Supermarkets rally against unrealistic beauty expectations for fruit and vegetables

In light of our recent article on dumpster diving, we cast our eye around the globe to find innovations by stores to stop food waste.

Our favourite was one from 2013 by French brand Intermarché. Titled ‘Inglorious fruits and vegetables', the ad campaign gave 'warts and all' produce a 30 percent markdown in price.

It celebrated the “ugly” produce that is often discarded by growers, shoppers and supermarkets and championed for taste over waste.

Coupled with a clever marketing strategy and some amusing – and slightly disturbing – ads, the campaign was a hit.

The results were huge: an average sale of 1.2 tonnes per store in the first two days, store traffic increased 24 percent and 21 million people were reached by the campaign after one month.

Starring roles were given to a ridiculous potato, a hideous orange, a disfigured eggplant, an ugly carrot, a failed lemon and an unfortunate clementine.

The photographer of the campaign, Patrice de Villiers, told Fast Company that taste is more important than waste.

“It's the taste that matters. Given the vast amount of fresh produce needlessly thrown away, the sooner more supermarkets implement something like the Intermarché strategy the better,” de Villiers says.

Two years on, the ugly food movement is picking up steam worldwide. Woolworths Australia launched a similar campaign called "Odd Bunch" at the end of last year, and UK retailer ASDA this year promoted "wonky” fruit and vegetables. Celebrity chef Jamie Oliver fronted both campaigns.

Back in New Zealand, no supermarkets have joined the movement that we’re aware of, but food waste is an ongoing problem. WasteMINZ and local councils found that we chuck out more than 120,000 tonnes of food waste a year.

Could embracing the “uglies” of produce be the way to beat it?

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Magnum’s new vegan approach

  • Checkout
  • January 16, 2019
Magnum’s new vegan approach

Magnum ice cream has announced the new introduction of its latest initiative, a vegan version of its classic bar.

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Gram of the week: NZ Retail Magazine

  • Gram of the week
  • December 20, 2018
Gram of the week: NZ Retail Magazine

As 2018 comes to an end, what a more fitting Instagram page to celebrate than our own. NZ Retail Magazine has had a busy year, and keeping readers up to date through our Instagram page has been an important part of that. Plus it looks pretty good if you ask any of us.

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Giapo brings the festive spirit with new creations

  • Checkout
  • December 17, 2018
  • Courtney Devereux
Giapo brings the festive spirit with new creations

Christmas is a time for indulgence and wonder, leading creatives to think fast as the call for new Christmas creations comes earlier every year. Often taking the lead on creative initiatives to everyday situations, Giapo kitchen has released two new Christmas themed ice cream wonders.

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Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
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Gram of the week: Best Wishes Studio

  • Gram of the week
  • November 30, 2018
  • Courtney Devereux
Gram of the week: Best Wishes Studio

Based in Wellington, Best Wishes Studio is an artisanal collective store that specialises in New Zealand made art and homeware.

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Warm fuzzies: Kathryn Wilson's new charity focused capsule

  • Checkout
  • November 30, 2018
  • Courtney Devereux
Warm fuzzies: Kathryn Wilson's new charity focused capsule

Kathryn Wilson has extended some Christmas spirit to her long-time charity partner Ronald McDonald House Charity (RMHC). A collaboration with Wellington based Nope Sisters Label has seen the release of a limited-edition sweaters with part of the proceeds going to the charity.

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Gram of the week: Ocho Chocolate Company

  • Gram of the week
  • November 16, 2018
Gram of the week: Ocho Chocolate Company

As Dunedin's newest chocolate producer Ocho settles in, we look at its delicious Instagram which is definitely catered well towards Kiwis and our love of chocolate.

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