To fight against food waste, Intermarché, the 3rd largest supermarkets chain in France, decided to sell (30% cheaper) the non-calibrated and imperfect fruits and vegetables: “the inglorious fruits and vegetables”. This initiative is a complete success because it’s a win-win-win campaign : consumers get the same quality products for cheaper, the growers get money for products that are usually thrown away and Intermarché increase its business by selling a brand new line of products. The following figures are there to prove it. 21 MILLION people reached by the campaign after one month. 300% increase of mentions of Intermarché on social networks during the first week. 1st most most shared article in the history of LSA (N°1 professional French retailer magazine). 1.2 TONS average sale per store during the first 2 days. +24% overall store traffic