Independent food retailer Harris Farm Markets has launched a new food movement in the form of its new Imperfect Picks range with the help of creative agency Workshop Australia.
Each day thousands of kilos of perfectly good fruit and vegetables never leave the farm gate due to minor visual imperfections. This is not only bad for the environment and the farming industry, but also raises the cost of food for Australian families.
Influenced by best practice overseas, Harris Farm Markets’ Imperfect Picks aims to challenge established food perceptions of what’s ‘perfect’ by basing fruit and veg buying decisions for a select range on freshness and taste, not on a weird shape or a small blemish.
Tristan Harris, Co-CEO of Harris Farm Markets said: “We’ve discovered that up to 25% 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.”
Imperfect Picks will be priced at up to 50% cheaper than the regular range.
The previously unloved produce was captured through imperfectly beautiful photography setting it apart in store. It will also feature as part of a new recipe collection by Chef Alex Kearns of Glebe Point Diner, and a PR campaign featuring 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.
Marketing Manager: Brooke Hinman
Business Director: Tiffany Brittain
Business Manager: Melanie Miletovic
Creative Director: Matt Arbon
Senior Creative: Alex Davidson
Art Director: Rob Gordon
Copywriter: Julian Hartley
Photographer: Steven Popovich
Film Production: Shotbox
PR: Liquid Ideas
Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]
Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]
Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]
ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]
As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]