BRANDING // PACKAGING // INTERACTIVE
In America, 20% of perfectly healthy fruits and veggies won't fit grocery stores' rigid cosmetic standards, and as a result are often thrown away. Walmart, a large producer of of locally sourced produce, will take on a new initiative to reduce food waste and transform society’s “produce beauty standards” by targeting the younger, more open-minded consumers. The Yumgly initiative will start as a food truck exclusively selling ugly produce sourced from local farms, and expand from there. Kids will find Yumgly is better because WEIRD IS FRESH, AND UGLY IS YUMMY!