Same same, but different. They look ugly, taste the same. Harris Farm Markets promotes imperfect vegetables.
Independent food retailer Harris Farm launched its Imperfect Picks range after discovering that up to 25% of each food crop is wasted because it doesn’t meet the specifications of the major supermarkets.
Tristan Harris, Co-CEO of Harris Farm Markets, explained that throwing out imperfect fruit and vegetables is not only bad for the environment and the farming industry, but also raises the cost of food for Australian families.
“We wanted to partner with some of the best farmers in Australia to take more of their stock - helping them get a fairer deal, reducing food wastage and making fresh food more affordable for Aussie families,” he said.
Harris Farm's Imperfect Picks will be priced up to 50% cheaper than the regular range. The new range and multi-channel campaign is being launched this month in store and online.
Championing ugly food is nothing new with a French grocer offering 30% off "Inglorious Fruits and Vegetables" earlier this year, with its customer base growing 24% since launching the initiative.
Credits
Marketing Manager: Brooke Hinman
Business Director: Tiffany Brittain
Business Manager: Melanie Miletovic
Creative Director: Matt Arbon
Senior Creative: Alex Davidson
Art Director: Rob Gordon
Copywriter: Julian Hartley
Photographer: Steven Popovich
Film Production: Shotbox
PR: Liquid Ideas
