Wednesday, August 5, 2015

Petites merveilles de la nature

Following on my first post of the year around food waste (should be easy to find since I have not been able to post much in the first part of this year - work and family kept me really busy), I wanted to write about a campaign that a French supermarket chain, Intermarché,  launched to convince French consumers that ugly fruits and vegetables are not necessary bad to eat. To the contrary! The campaign was called "Les fruits et légumes moches" - an English version can be found here. 

What first stroke me the first time I came to the US in 1994 was the fact that apples were so perfect and so shiny in US supermarkets. "Standardization" has been the key driver of the food industry over the last decades. It's easier to ship; it's easier to store and display... and consumers tend to associate "good-looking" with "good taste" - hereby contributing to increased waste either at the production site or at the distribution.

Thanks to the positive results of this campaign Intermarché started offering ugly veggies and fruits in all its supermarkets ;other chains have jumped on the bandwagon, including in the UK and Canada.
While I don't know any US supermarket chain implementing such a campaign these days, I know that for us who are lucky to have access to farmers' markets for a few weeks every year, this is a place where ugly fruits & veggies are king! At the Reading Terminal in Philadelphia, one of the local cooperative was selling not only not-so-great looking produces but also had a box for older, slighly bruised apples at 50% off. These apples were just as tasty and wonderful for apple sauce! With an open mind and little bit of imagination, we should be able to use all these ugly fruits and vegetables....

Above is an example of a potato I received in our CSA box a few weeks ago and a carrott my brother-in-law purchased near Paris this past Winter. Petites merveilles de la nature... Délicieuses petites merveilles de la nature!