To point out the absurdity of throwing away food for aesthetic reasons, photographer Patrice de Villiers created some posters. They show various misshapen fruits & vegetables with messages like “Ugly Potato–Voted Miss Purée 2013,? “The Ugly Carrot–In a Soup Who Cares?” and “The Failed Lemon–From the Creator of the Lemon.”
The images were commissioned by Intermarché, the third-largest grocer in France. It used them for its “Inglorious Fruits & Vegetables” campaign, which offered discounts for specimens that would normally be thrown away.
“The most vital element was ensuring the ‘strange but lovable’ theme shone through,” de Villiers said in an email. “[I] spent time observing our uglies trying to find the precise angle which showed both their ‘ugliness’ and their loveliness, finding their unique character.”
“It’s the taste that matters,” she adds. “Given the vast amount of fresh produce needlessly thrown away, the sooner more supermarkets implement something like the Intermarché strategy the better.”
In fact, Intermarché only gave discounts at a few stores in a single French town, and only for a two-day period. But you get the photographer’s point. It would be good if we started thinking about food for its taste, nutrition, and calorie value–not for how it appears on the shelves.