French retailer Intermarché's strategy to reduce waste by selling 'ugly' or misshapen fruit and vegetables at a 30 per cent discount has proven so successful with consumers in France that other retailers have decided to follow.
Intermarché tested the idea at a store in Provins earlier in the year and now plans to extend the initiative to its 1,800 stores from this month.
Meanwhile, Auchan and Monoprix have announced their intention to do the same.
According to French officials, 7m tonnes of food is thrown away each year, and the government aims to cut this figure in half within a decade.
