In an effort to reduce food waste in some of the biggest supermarkets around the world, food activist Jordan Figueiredo and nutritionist Stefanie Sacks joined forces to create a social campaign called #WhatTheFork.
This hashtag is accompanied by a petition that makes noise about the staggering amount of misshapen fruits and vegetables that ends up going uneaten simply because it looks different from many other perfectly formed pieces of produce.
Now that there are some forward-thinking supermarkets selling "ugly produce" at discounted prices, this is proving to be of value to shoppers, retailers, farmers and the environment. As population increases and fresh food sources are depleted, hopefully attitudes towards perfect produce will shift to reduce food waste and sate hunger around the world.
What Makes This Trend Stand Out
- Reducing Food Waste
- Embracing 'ugly' produce and selling it at discounted prices can help reduce food waste and benefit various stakeholders.
- Social Campaigns
- Creating social campaigns like #WhatTheFork can raise awareness about food waste and encourage change in consumer attitudes.
- Sustainable Retail
- Forward-thinking supermarkets can capitalize on the demand for 'ugly' produce and create a more sustainable retail model.
Sectors Adopting This
- Supermarkets
- Supermarkets can take the lead in reducing food waste and offering 'ugly' produce to shoppers at discounted prices.
- Agriculture
- Farmers can benefit from selling misshapen fruits and vegetables that would otherwise go to waste.
- Food Industry
- The food industry as a whole can embrace the idea of reducing food waste and make efforts to promote sustainable and inclusive practices.
