Ugly Fruit Smoothies

In an attempt to reduce food waste and bring attention to the issue, The Economist launched a campaign called 'From Bin to Blender' and is inviting the public to try blended smoothies made from fruit and vegetables destined to go to waste.

The fruit and vegetable smoothies are being served at pop-up market stations that are touring the city of London throughout the summer months. These free smoothies are a means to start a dialogue about the staggering amount of fresh, as well as "ugly" produce that goes to waste by grocery stores, restaurants and consumers each year.

This Economist campaign is part of an effort to bring the media company's content to life in the real world and increase the number of its subscribers.