7 May 2017

 - Worldwide, 300 million tons of fruits and vegetables are thrown away each year — much of which for nothing more than their less than perfect appearance. Intermarché, the third largest supermarket chain in France, decided to tackle such outrageous waste by putting a fresh spin on how we view “ugly” produce.

Challenging the “business-as-usual” model, Intermarché decided to buck the system and bought produce from growers that they normally would have thrown away, because it wasn’t pretty enough. If the produce did happen to make it into the store, it was generally shunned by consumers and eventually disgarded by the supermarket.

How did Intermarché celebrate these “inglorious fruits and vegetables”? By creating a special print, radio and film campaign designed to exclusively promote the wayward produce. Launching in-store branding and establishing a dedicated aisle. Providing special labelling along with a designated, separate spot on the sales receipt. And discounting “ugly” produce cost by 30 percent compared to its more aesthetically pleasing brethren. Stores also offered samples to hesitant shoppers, tastefully proving that the produce is no different from standard fruits and vegetables.

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5 April 2017

  - Every single day, grocery stores throw out perfectly good food either because it’s not pretty (too bruised, funny shaped) or because it has “gone bad.” However, the reality is that the food that’s thrown away is still healthy and edible and could provide much-needed calories, sustenance, energy for someone who is starving or struggling to feed themselves or their family. That’s right. People go hungry here because we routinely throw away perfectly good food.

But, thanks to groups like Feeding America, who understand the importance of capturing excess food and providing it to people in need, good food no longer has to go to waste. “Last year, the Feeding America network and our partners diverted over 2 billion pounds of safe, edible food that might otherwise have gone to waste, to Americans facing hunger.”

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13 July 2016

Discarded food is the biggest single component of US landfill and incinerators, according to the Environmental Protection Agency. - Discarded food is the biggest single component of US landfill and incinerators, according to the  Environmental Protection Agency.

Americans throw away almost as much food as they eat because of a “cult of perfection”, deepening hunger and poverty, and inflicting a heavy toll on the environment.

Vast quantities of fresh produce grown in the US are left in the field to rot, fed to livestock or hauled directly from the field to landfill, because of unrealistic and unyielding cosmetic standards, according to official data and interviews with dozens of farmers, packers, truckers, researchers, campaigners and government officials.

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8 March 2016

 - In order to celebrate man’s most valuable freedom — the freedom to choose — Danish volunteers are now giving grocery shoppers the option of purchasing items seen as “unloved” by other major supermarkets in the nation.

According to, Denmark’s WeFood grocery store, located in Copenhagen, has a different proposal. Instead of wasting mislabeled products, ugly produce, or items that come in damaged packaging, the brand new grocer wants to offer consumers a choice — and everyone is cheering it.

Each year, TreeHugger reports, 163,000 tons of food are discarded by Danish grocers. In many cases, discarded products aren’t necessarily bad. Instead, consumers are wasting “treats for a holiday that happened last week, a ripped box of cornflakes, plain white rice mislabeled as basmati, or anything nearing its expiration date.”

With that in mind, the WeFood founders decided to sell these perfectly fine products that don’t pass the standards of what consumers usually expect from a typical grocery store. They created a business model based on the idea that consumers have a choice, and if those consumers are comfortable with the fact that what they are consuming may not be ‘acceptable’ elsewhere, they are free to purchase that food.

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Calendar of Events

Group distant healing events planned for 2018:

20 March - Equinox

21 June - Solstice

22 September - Equinox

21 December - Solstice

Boycott Israeli Goods