
If beauty is in the eye of the beholder, flavor must live exclusively in our mouths - at least according to Portuguese-based cooperative, “Ugly Fruit.” The group is dedicated to preventing fruits and vegetables from being tossed out by the millions as a result of superficial blemishes or deformities that don’t affect the food’s actual taste.
Intermarché, the third largest supermarket chain in France, joined the co-op to spearhead the movement earlier this year. By rebranding unattractive produce with a generous discount and a socially conscious mission, the goal is to make shoppers see the inner beauty in scarred, disfigured, or otherwise odd-shaped fruits and vegetables. Why throw away perfectly good produce just because it doesn’t meet arbitrary cosmetic criteria; especially when so many families can’t afford to eat the recommended five daily portions of fruits and vegetables? With recipes attached to the newly branded product, the market provided suggestions on how to give unsightly produce its renaissance in everything from juices and jams to steaming and as chopped up additions to stews or soups.
After launching the campaign featuring “the hideous orange”, “the unfortunate clementine”, “the grotesque apple”, and more cleverly reimagined selections, Intermarché sold out of its ugly fruits and vegetables within the first two days and saw a 24% increase in traffic in participating stores. Due to its success, the market plans on expanding the program to more stores across the country.
It’s an important lesson that left over food doesn’t always mean less tasty or less useful – and a reminder that in the end, the ugly duckling proved just as beautiful as the rest.


