It has been estimated that we waste 300 Million tons of food a year. This seems almost criminal when you consider that there are many people in the world who are literally starving to death. In part this has come about due to certain foods not meeting the exacting aesthetic standards that the modern consumer now expects. Supermarkets won't buy (or sell) 'Ugly' fruit and vegetables, for risk of not being able to sell them...Until now that is.

As the European Union made 2014 the year against food waste,Intermach, the third largest supermarket chain in France decided to rehabilitate the non-calibrated and imperfect fruit and vegetables by launching 'les fruits & legums moches' otherwise known as 'the inglorious fruits and vegetables'.

This initiative involved taking the unapproved and deformed fruit and vegetables and selling them at a price 30% cheaper. Intermarch bought the fruits and vegetables their growers threw away and sold them in stores where they had their own isle and separate labelling.

For the public to realise that the quality was just as good as the others they designed and distributed inglorious vegetable soup and fruit juices. The inglorious fruits and vegetables proved to be an immediate success. They are sold out and accounting for 1.2 times the average sale per store during the first two days including 24% overall stock traffic.

The initiative drastically increased the awareness surrounding food waste and also encouraged talks between members of food networks.

Inglorious fruits and vegetables reached an astounding 13 million people after one month and in addition had a significant impact in the media. It has been suggested by journalists that every supermarket should adopt the exact same approach. Inglorious fruits and vegetables proved to be a glorious fight against food waste.

How would you suggest Intermach to monitor and articulate the social impact?