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