Social good website EndFoodWaste.org targets food waste in America and recently promoted the Ugly Fruit & Veg social campaign that is marketed with the #WhatTheFork hashtag.
Calling out grocers and major retailers like Walmart and Target, this campaign reveals that 26% of fresh food is wasted in the United States before it even hits store shelves. The reason usually has to do with the shape of fruit and vegetables which are not deemed aesthetically appealing.
The Ugly Fruit & Veg campaign invites social media users on Facebook, Twitter, Instagram and Pinterest channels to post images of their very own ugly produce. Overall, this fun campaign engages an online audience while stressing that though ugly, their food is still edible and that it should not be discarded. This organization's attempt at ending food waste in America is humorous and appeals to millennials with an appreciation for eco-conscious marketing.
Ugly Produce Campaigns
The Ugly Fruit & Veg Social Campaign Discourages Food Waste in America
Trend Themes
1. Food Waste Reduction - The Ugly Fruit & Veg campaign highlights the need to reduce food waste by promoting the consumption of imperfect produce.
2. Social Media Engagement - The use of social media platforms like Facebook, Twitter, Instagram, and Pinterest in the Ugly Fruit & Veg campaign demonstrates the power of online engagement in driving social change.
3. Eco-conscious Marketing - The humorous and eco-conscious marketing approach of the Ugly Fruit & Veg campaign appeals to millennials who prioritize sustainability and environmental awareness.
Industry Implications
1. Grocery Retail - The Ugly Fruit & Veg campaign presents a disruptive innovation opportunity for grocers to sell imperfect produce at a discounted price, reducing food waste while attracting a socially conscious consumer base.
2. Food Distribution - By addressing the issue of food waste before fresh produce reaches store shelves, the Ugly Fruit & Veg campaign highlights the potential for innovative solutions in the food distribution industry, such as improved supply chain management and alternative sales channels.
3. Social Good Organizations - Organizations like EndFoodWaste.org can take inspiration from the Ugly Fruit & Veg campaign to develop their own social media campaigns that raise awareness about food waste and engage online audiences in driving positive change.