Harris Farm Markets targets food waste with ‘Imperfect Picks’ range

Harris Farm Markets is targeting food waste in a new campaign promoting their new “Imperfect Picks” range, as it aims to challenge established food perceptions by basing fruit and veg buying decisions for a select range of freshness and taste not on a weird shape or a small blemish.

A campaign created by creative agency Workshop Australia promotes the new range, which will be priced at up to 50 per cent cheaper than the regular range.

The spot showcases the types of blemishes and odd shapes that causes thousands of kilos of fruit and vegetables to never leave a farm, while a narration explains the new range.