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They say that beauty lies in the eye of the beholder, but when it comes to fruit and vegetables judged too imperfect to sell, they don't always get the chance to be seen, let alone snapped up.
That's where the UglyFruitandVeg Campaign steps in with their Instagram account giving a viewing platform to unusual or wonky looking fruit or vegetables. Over 19,000 followers are encouraged to embrace unique fruit and veg by taking snap shots, or in the site's words, to 'celebrate ugliness'.
The tongue in cheek approach includes photos of misshapen fruit and vegetables, from canoodling carrots to sea lion sweet potatoes, whilst reminding us that a staggering 20-40% of food is wasted around the world, much of which is 'imperfect' fruit and veg rejected by supermarkets.
It's an interesting view and reminds us that perhaps we need to change the way we look at vegetables, celebrating natural variety rather than a one size fits all approach.
A number of countries have already launched 'ugly fruit and vegetable' initiatives as well as some retailers announcing new ways of tackling fruit and vegetable waste with campaigns such as 'beautiful on the inside.'
You can see some great photos below, or head over to the instagram account for more.
A photo posted by The @UglyFruitAndVeg Campaign (@uglyfruitandveg) on Jan 11, 2016 at 2:40pm PST
A photo posted by The @UglyFruitAndVeg Campaign (@uglyfruitandveg) on Jan 12, 2016 at 1:55pm PST
A photo posted by The @UglyFruitAndVeg Campaign (@uglyfruitandveg) on Jan 14, 2016 at 12:56am PST
A photo posted by The @UglyFruitAndVeg Campaign (@uglyfruitandveg) on Jan 8, 2016 at 5:25pm PST
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