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Brazil: Atacadão’s “ugly” fruit and vegetable campaign

Brazil is a large fruit and vegetable producing country, but about one third of their production is thrown out every day. Sometimes the food that is binned is of excellent quality, but has aesthetic defaults making it “ugly” and too unattractive to sell.

To fight food wastage, Atacadão has launched a “Sans Form” campaign which occurs every Wednesday in many of their stores and sees these fruit and vegetables sold with up to 40% off the price.

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