Frances’ third largest grocery store, Intermarché has created a campaign called “les fruits et légume moches” or “inglorious fruits and vegetables.” It all started when the European Union decided to make 2014 the year against food waste. The company took this goal into their own hands with the campaign to eliminate the mass amount of fruit and vegetables that are thrown away each day simply because they are oddly sized or misshapen. Intermarché creative campaign benefits both the consumer and the suppliers. Consumers are able to buy fruit and vegetables at lower prices, while suppliers gain profits off of produce that are usually never reach stores.
Intermarché’s initiative on this environmental issue has shown social responsibility and has created shared value. Their global campaign educates consumers who are unaware of the problem and encourages them purchase the fruits and vegetables regardless of their appearance. Furthermore, by positioning themselves as a sustainable and innovative company they have gained a 25% increase in sales. Other grocery stores have seen the company’s success, and have launched similar campaigns of their own, hoping to share the success. Intermarché has shown that shared value is possible and should convince other companies that being socially responsible while simultaneously having economic progress is a goal that every company should focus on achieving.