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"Beautiful on the Inside" range at supermarkets

Reduce food waste by encouraging supermarkets to sell imperfect produce at a reduced price under new sub-brand, "Beautiful on the Inside".

Photo of Heta Fell
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Reduce food waste by encouraging supermarkets to sell imperfect produce at a reduced price under new sub-brand, "Beautiful on the Inside". Jamie Oliver has trialled this initiative at UK supermarkets, Asda, Morrison's and Tesco. There is potential to roll this out across other national supermarkets and food stores in other countries to make a huge positive impact with regards to reducing food waste.

What is a provocation or insight that might inspire others during this challenge?

- Re-branding imperfect produce as "beautiful on the inside" reduces our inclination to only shop for "perfect" produce as it makes vegetables feel more human and relatable. - Offering the imperfect produce at a discounted price still offers a win-win for all parties. - This campaign has been championed by foodie activist, Jamie Oliver, which helps to get the message heard.

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Photo of Swapna Bellare

We would like to see how this idea emerges. Any thoughts on how you can further build on this campaign or system. here are some posts that will inspire you:
This is not Waste: the case of Brewers' Spent Grain (BSP) 
VALUE CREATION FROM FOOD WASTE Creating new products from food waste