How behaviour economics prevents food waste

Fruits and vegetables don't always grow into the perfect shapes like we see in supermarket. The 'ugly' ones normally get thrown out, which creates a massive problem with food waste. 

However, Intermarche launched the Inglorious Fruits & Vegetables, which shows us it is not abnormal to enjoy 'ugly' fruits and vegetables because they are as great as the normal ones, just in different shapes. 

https://www.youtube.com/watch?feature=player_embedded&v=p2nSECWq_PE

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