The fight against food waste is making headway in many countries. While the French law sanctioning the destruction of unsold products by distribution is raising some concerns related primarily to the fact that large-scale distribution in France already has good anti-waste practices in place, so much so as to be responsible for (only) 11% of waste, compared to the 67% of households, from France comes an initiative worthy of examination.
An anti-waste system called Les gueules cassées (broken faces, which could be translated as “ugly but good”) that involves putting products (vegetables, packaged products, cheese, etc.) on the market that are ugly looking but definitely edible. The initiative, financed in crowdfunding, was founded by two sons of farmers, has created its own label and in just eight months of operation has sold more than 10 thousand tonnes of fruit and vegetables. Of course, the pears are a bit spotted and the carrots and eggplants are not perfect and are not of the same size, but they are nevertheless edible. The same is also true for the raw milk Camembert produced in Normandy which, because of its irregular shape, cannot use the designation mark or the breakfast cereals which are too large or too small compared to the standard. All, however, have a common denominator. They cost the consumer 30% less than the normal prices. Which explains its rapid increase of notoriety throughout France and the inclusion of this range of products in the major retailers: Carrefour, Leclerc, Monoprix, Franprix, Casino, Spar and Vival.
The latest introduction is fresh products. With the Les Gueules Cassées label they cost 50% less, remain on the shelf until the expiry date and retailers do not have to incur the withdrawal costs.
The initiative will soon be extended to traditional retail and has attracted the attention of as many as 18 foreign countries and by June a meeting with a delegation from the United States has been announced.
