Eating fruit and vegetables is good for our health. We hear it all the time, and Monoprix is underlining this. In their ''Quoi ma gueule'' (so what my face/appearance?) campaign they are reminding us that 'ugly' fruit and vegetables have gone through the same taste requirements as standard products. They are just less attractive, and therefore 30% less expensive. For the time being only 17 sales points are concerned (14 in Ile-de-France). An initiative that echoes their efforts to prevent wastage.
Monoprix is also invested in updating the rare fruit varieties. To do so they have launched the brand, '' Goût et Patrimoine'', exclusively sold in their stores. Each product has a sticker on it which highlights that it is made by French producers.