From our previous post on Aesthetics, we are now aware of the reasons and implications of not selling ‘ugly foods’. To reduce food waste of these unique-looking yet edible foods, we identified three different dimensions and key actors that are necessary to minimise environmental pollution from food waste.
Food Retailers
Firstly, retailers can increase visibility and awareness of such foods in their stores. As most of these ugly foods are filtered out during the processing and distribution segments, retailers can change their policies and screening processes. For example, there are campaigns by supermarkets in Europe and North America to increase awareness of these produce as “consumers will scoop up these tasty uglies when they know the story behind their unfortunate looks” (Figueiredo, 2016).
Here is a video of the Intermarche campaign in France which promoted “absurd-looking produce, ie. the grotesque apple, the failed lemon, the disfigured eggplant, the ugly carrot and the unfortunate clementine” (Godoy, 2014). Other examples include: Walmart’s marketing strategies featuring the “I’m Perfect” apples and “Spuglies” potatoes, along with discounts of these products (Godoy, 2016). The Giant Eagle supermarkets in the US also launched a pilot program called “Produce with Personality” (Figueiredo, 2016). Hence, such campaigns are a step in the right direction to help reduce food waste by changing consumer’s perceptions and increasing acceptance of such foods.
Bottom-up Initiatives
Campaigns to educate and encourage consumption among consumers can also be seen in Singapore’s local food scene.
1. Ugly Food
They strive to maximise the value of food resources and to offer healthy and delectable food products by allowing consumers and businesses to buy quality fresh produce from suppliers that can’t wait to sell for prices up to 40% cheaper than the supermarkets (Ugly Food, 2020).
Their educational campaign focuses on reducing “food waste at a national level through encouraging people to consume ugly food as well as heightening consciousness about levels of food wastage” (Romero, 2018). They do so by partnering with different corporations such as the Sheng Siong Group who will feature posters to heighten consciousness about food waste and misconceptions about ugly food, Bank Singapore, community clubs and other national agencies.
This initiative aims to connect people and vendors who have unwanted food and those who can benefit from the free food. They have public programmes for us to “experience the volume of food we waste as a nation. In some cases, you get to collect and consume part of it. In other cases, you get to collect and give it away to people who can use it” (Sg Food Rescue, 2018).
4. Treedots Sg
Similar to Sg Food Rescue, they are a B2B enterprise which supplies food between retailers and other businesses. They serve a range of foodservice operators such as restaurants, caterers, cafes, hotels, central kitchens and more. They also released ‘Vege Box’, a box of seasonal greens catered to individuals who don’t mind ‘less perfect’ veggies for a much cheaper price (Chan, 2018).
Other Corporations
Support from other firms is also beneficial in raising awareness of food waste. A company that has shown support and interest in reducing food waste is Electrolux, a leading global appliance company. They launched a social media campaign in 2016, where people can post a picture of ugly food or a meal created with ugly food and utilise hashtags #UglyIsTheNewGood and #HappyPlateSG (Electrolux, 2016). For every 8 hashtags shared, Electrolux will fund The Food Bank Singapore’s Fresh Food Truck for one day, ensuring The Food Bank Singapore can collect and distribute excess perishable food items to families most in need across Singapore.
Do your part today! You can head down to supermarkets to check out if they have any “wonky” foods or get your products from these local enterprises. You get to save money and save the environment at the same time. Stay tuned for more solutions on how we can reduce food waste!
Trailing off,
Jade and Ridzuan
References
Chan, M. (2018). 3 SMU Grads Gave Up Careers In Finance To Sell “Ugly” Groceries For Up To 50% Off Retail Price. Vulcan Post. [online] 31 May. Available at: https://vulcanpost.com/639692/treedots-food-waste-cheap-groceries-singapore/ [Accessed 6 Nov. 2020].
Electrolux. (2016). Electrolux highlights ugly food with food waste awareness campaign in Asia – Electrolux Group. [online] Available at: https://www.electroluxgroup.com/en/electrolux-targets-ugly-food-with-food-waste-awareness-campaign-in-asia-23047/ [Accessed 6 Nov. 2020].
Figueiredo, J. (2016). Giant Eagle Largest U.S. Supermarket Selling Ugly Fruits. [online] Civil Eats. Available at: https://civileats.com/2016/03/04/giant-eagle-now-the-largest-supermarket-selling-ugly-fruits-and-vegetables/ [Accessed 6 Nov. 2020].
Godoy, M. (2014). In Europe, Ugly Sells In The Produce Aisle. [online] NPR. Available at: https://www.npr.org/sections/thesalt/2014/12/09/369613561/in-europe-ugly-sells-in-the-produce-aisle [Accessed 6 Nov. 2020].
Godoy, M. (2016). Wal-Mart, America’s Largest Grocer, Is Now Selling Ugly Fruit And Vegetables. [online] NPR. Available at: https://www.npr.org/sections/thesalt/2016/07/20/486664266/walmart-world-s-largest-grocer-is-now-selling-ugly-fruit-and-veg [Accessed 6 Nov. 2020].
SG Food Rescue. (2018). SG Food Rescue. [online] Available at: https://sgfoodrescue.wordpress.com/ [Accessed 6 Nov. 2020].
Romero, A. M. (2018). Campaign Launched to Change Mindsets about “Ugly Food” to Save the Environment. [online] The Independent. Available at: https://theindependent.sg/campaign-launched-to-change-mindsets-about-ugly-food-to-save-the-environment/ [Accessed 6 Nov. 2020].
Uglyfood. (2020). Uglyfood. [online] Available at: https://www.uglyfood.com.sg/ [Accessed 6 Nov. 2020].
