The CUESA, or Center for Urban Education about Sustainable Agriculture, is looking to bring more consumers to its farmers markets and prevent ugly fruit and vegetables from going to waste.
To do so, it's released a series of ads that humorously sexualize produce, which show intertwined carrots, an eggplant with a random growth and conjoined strawberries. Each is accompanied with a witty caption that works to portray the ugly fruit and vegetables as something that should be picked up and brought home. With the image of the irregularly shaped strawberry for example, the CUESA includes the phrase "Swipe ripe."
The goal of the organization in doing so is to facilitate more purchases for its San Francisco farmers markets and to show consumers that if they buy ugly fruit and vegetables, it will taste just the same as its more attractive counterparts.
Suggestive Produce Promotions
These Ads Show Consumers Ugly Fruit and Vegetables are Worth Buying
Trend Themes
1. Sustainable Agriculture Marketing - Opportunity for companies to use creative and humorous advertising strategies to promote the consumption of aesthetically imperfect produce.
2. Reducing Food Waste - Chance for businesses to develop innovative campaigns that highlight the value and taste of ugly fruit and vegetables, contributing to reducing food waste.
3. Consumer Education on Produce - Potential for educational initiatives to inform consumers about the benefits of buying and consuming visually imperfect but equally nutritious fruits and vegetables.
Industry Implications
1. Advertising and Marketing - Disruptive innovation opportunity for advertising agencies to create unique campaigns that challenge conventional perceptions of produce aesthetics.
2. Farmers Markets - Opportunity for farmers markets to increase sales by promoting the taste and value of ugly fruit and vegetables through engaging marketing strategies.
3. Food Retail - Disruptive innovation opportunity for grocery stores and supermarkets to educate consumers, raise awareness, and change perceptions regarding visually imperfect produce.