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Auchan and Monoprix follow Intermarché and Leclerc in ugly fruit campaign

Following Intermarché and Leclerc's ugly fruit campaigns, an Auchan store in Vélizy (Yvelines) now offers fruit and vegetables that are not up to the aesthetic standard normally expected in supermarkets. As of next week, 17 Monoprix stores in France will sell vegetables that are too big or small, with marks or imperfect shapes, under the slogan, ''Quoi ma gueule'' (so what my face?/what you looking at?). These vegetables are chosen for their taste, no matter what their appearance.

The aim is to reduce loss created by the ''excessive normalisation'' of fruit and vegetables. Between 10-30% of products are wasted because it is believed their appearance will put people off buying them. There is a price to pay for this, because in each fruit or vegetable bought the cost of those that were cast aside is included.