Intermarche

Intermarche, the third largest supermarket chain in France, launched its Inglorious Fruits & Vegetables campaign, which sought to combat food waste by selling imperfect produce at a discounted (30%) price. The campaign reached 21 million people and resulted in a 24% increase in store traffic. Further, Intermarche’s five largest competitors also launched similar campaigns and the idea has even spread to Swiss retailer Coop.

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