It was as far back as December 2014 when Woolworths launched ‘The Odd Bunch’ campaign nationally in Australia. The campaign is aimed at raising awareness of the national figure of 25% food wastage in Australia. As an incentive the customer is offered discounted prices up to 30% off oddly shaped or ‘ugly’ produce, which still tastes the same. It also shows support to local suppliers through increased trade. Asda have launched a similar ‘Wonky Fruit & Veg’ campaign, which Jamie Oliver has backed with a family friendly marketing approach. Smaller chain Harris Farms began a similar initiative in Australia in September 2014 with ‘Imperfect Picks’, however, the retail market in Australia is still dominated by Woolworths and Coles with over 60% combined share.
France and UK lead the way
Early movements toward food waste reduction were shown by Sainsburys in the UK and Intermarche in France. Sainsbury’s announced the ‘Save our Ugly Fruit and Veg’ campaign in 2008, opposing regulation changes on the cosmetic standard for fruit and veg. In 2012 they drastically relaxed their own standards against competitors and confirmed they were happy to buy ‘ugly’. It was actually the French retailer Intermarché that began the concept of discounting imperfect fruit and vegetables at consumer level. They launched Inglorious Fruits and Vegetables mid-2014. Since then other retailers have followed suit. 2014 was European Year against Food Waste, as proposed by the European Parliament, and shed global publicity on the issue. HBO documentary ‘Just Eat It’ also captured global audiences.
As we move towards improved legislation globally in 2015, in Europe it is clear that retailers and suppliers are benefiting most by being proactive in this area.
