Les Fruits & Légumes moches: by J

lesfruitsmochesI’m completely smitten with the Les Fruits & Légumes moches, roughly translated as the inglorious fruits and vegetables, campaign in France. Directly translated moche means ugly.

Typically fruits and vegetables that do not fit into molds of physical idealism are thrown out as they will not be accepted by most resellers. In France they rehabilitated these characters and sold them at 30 percent less in the supermarket, with a social media campaign and some juices and soups to highlight their being as delicious as any other fruit or vegetable.

Keep in mind we’re not talking about damaged or rotten fruit, simply those that formed outside the physical norm.

So far a huge success.

I love it.

xo J

check out the video in English here

 

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