Selling Unattractive Food To Decrease Waste And Encourage Sustainable Consumer Behaviour In France: Lessons For Quebec Food Retailers

Recent studies have revealed that large amounts of food are being wasted. It is estimated that one third of the food produced for human consumption is wasted globally, and that more than 40% of the waste occurs at retail and consumer levels in industrialized countries, such as Canada. In Canada, this waste amounts to $31 billion worth of food per year, creating negative economic, environmental, and social impacts. Many analysts believe retailers are at the center of the food waste problem since they have both upstream and downstream influences on other actors along the supply chain. An example is a retailer setting strict quality standards for size, shape and appearance of food.

Although there is an increasing number of companies adopting strategies and practices for sustainability, these are often only adopted if financially profitable. There is also a lack of research looking at how companies might positively influence consumers to act sustainably. This research offers to fill these gaps by exploring examples of companies in the food retail sector trying to influence consumers to shift their purchasing behaviour to more sustainable options. Intermarché’s Inglorious Fruits and Vegetables (Les fruits et légumes moches) and Les Gueules Cassées offer interesting models to study because they are selling locally grown unattractive fruit and vegetables in traditional food retailers in France at a price on average 30% below conventional produce. These initiatives also focus on educating consumers about food waste and how misshapen produce offers the same quality, nutritional value and taste as conventional produce.

The purpose of this research is to identify, from industry-led food waste reduction initiatives in France, lessons that can be applied in the Quebec domestic market. The analysis was framed using a triple bottom line approach, looking at whether these business initiatives are financially profitable for the actors involved, good for the environment, and create a positive social impact. The analysis also reviews whether the initiatives can be viable in the long term. The concluding lessons and recommendations for Quebec food retailers are structured using the Efficiency-Substitution-Redesign framework of Hill and MacRae (1996).

The research revealed that both companies were successful in creating strong Consumer interest for unattractive food. Intermarché launched the ugly food movement with a well executed marketing campaign, but is having difficulties offering its products on a regular basis because it has set up procurement and financial models that are not sustainable or necessarily food waste reducing. Les Gueules Cassées is growing quite fast by offering different products and helping other countries replicate its model. The model relies on a strong collaboration between the Gueules Cassées collective, producers and consumers.

When replicating these initiatives, if a truly sustainable and health promoting food system is the objective, it will be important for Quebec food retailers to stay true to the values of such a system. They should adopt an incremental, iterative approach and focus on building mutually supportive relationships with producers and consumers. Flexible contracts with producers should assure that only grade outs are being sold.