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.

Tristan Harris, Co-CEO of Harris Farm Markets, said: “We’ve discovered that up to 25 per cent of each crop is wasted since it doesn’t meet the specifications of the major supermarkets. We wanted to partner with some of the best farmers in Australia to take more of their stock – helping them get a fairer deal, reducing food wastage and making fresh food more affordable for Aussie families.”

Images of the produce will feature as part of a new recipe collection by by Chef Alex Kearns of Glebe Point Diner, and a PR campaign featuring chef Neil Perry and Mike McInerney.

Matt Arbon, Workshop Australia creative director, said: “When people shop for produce they tend to only look at its appearance. We wanted consumers to rethink the ways they have been trained to judge food, and in the process create a movement that offers a solution for change.”

The new range and multi-channel campaign is being launched this month in store and online.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.