Globally, about 1.6bn tons of food is wasted. About 1/5th of it is dumped for not conforming to industry standard of perfection. Ugly looking produce (blemished and funny looking) are regularly abandoned in the field to save the expense of labour involved in harvest. Also Shoppers fixate on visually appealing food instead of nutritional value of the food.
To get consumers' attention we need to take advantage of the advertisement industry – an efficient way to communicate the urgent message – imperfect fruits and veggies are perfectly fine to eat, and that it’s good for our planet. Because the current advertisement sector is promoting food in a blemish-free and perfect way, we need to focus on a disruptive advertisement approach. To reach a broad audience and to change their perception of perfect looking veggies that are not the only ones that are healthy and nutritious, but to show the great opportunity of using scarred veggies and its positive impact for the future. That’s why this approach tries to change the norms in advertising by using food which is regularly deemed as ugly, instead of glamorous looking ‘dolled-up’ food in TVCs and Magazine adverts. This project would collaborate with brands and create 360 degree campaigns. Additionally, we tend to design workshops, excursions etc. to show consumers how and where food is grown, so as to connect them to the source – a sophisticated approach to change consumers minds.