Migros Promotes Sale of 'Ugly' Produce

- The new "Save Food" initiative launched on February 9, 2026, starting with Swiss potatoes and plans to expand to include carrots, onions, apples, and pears. This program sells produce that deviates from conventional standards in shape, size, or has weather-related marks, but is otherwise high-quality. - This initiative is part of a broader European trend. Competitor Coop launched its "Ünique" label for imperfect produce back in 2013, starting with hail-damaged apricots. French retailer Intermarché's 2014 "Inglorious Fruits & Vegetables" campaign increased store traffic by 24% by selling "ugly" produce at a 30% discount. - In Switzerland, an estimated 2.8 million tons of food are wasted annually, which equates to about 330 kg per person. This level of waste generates a carbon footprint equivalent to 50% of the emissions from all private car traffic in the country. - Consumer perception is a key challenge, as shoppers often associate unconventional appearance with lower quality or taste. However, studies show that explicitly labeling produce as "ugly" can paradoxically increase sales, and offering a discount is a major incentive for purchase. - The campaign aligns with Migros' broader sustainability efforts, which include the "M-Check" rating system on its own-brand products. This scale rates products on a one-to-five-star basis for factors like climate compatibility, animal welfare, and environmentally friendly packaging. - Globally, about 40% of produce goes uneaten, often discarded for purely cosmetic reasons before it even reaches the store. Selling this produce provides a new revenue stream for farmers and reduces the significant environmental resources—like water and land—embedded in food that would otherwise be wasted.