The ugly fruit and vegetable concept was launched a year ago, and it is a huge success. These products were in theory unsellable due to their aesthetic appearance, they did not have the correct shape or calibre - but they can still be consumed. Since being sold with the “gueules cassées” logo (with a 30% reduction), 10,000 tons have been sold in a year. Products which would have ended up in the bin were consumed thanks to the initiative.
The concept has even spread to other departments, such as cheese and yoghurts which have short expiry dates. The yoghurts are sold half price, which is very attractive to consumers. The fish section will also offer uncalibrated cut price products. Butchers, bakers and greengrocers will also soon offer less attractive but edible products.
However, France still throws out 17 million tons of food a year, over 30% of farmed or produced products do not end up on a plate.
Internationally, 18 other countries are interested in fighting food wastage, such as Spain and the USA. In 2 weeks the French collective “gueules cassées” are meeting with an American delegation
