The appreciation of ‘ugly’ fruit and vegetables

ACCTING aims to understand the impact of Green Deal policies on vulnerable groups, prevent inequalities, and produce knowledge and innovations to advance behavioural change at individual and collective levels for an inclusive and equal European Green Deal. Read our report on all 693 mapped initiatives.

The appreciation of ‘ugly’ fruit and vegetables in Denmark

The Danish initiative EatGrim puts ‘ugly’ fruit and vegetables which would otherwise be thrown away in boxes and sells these at affordable prices. The food is supplied by farmers in Europe and delivered to people in Denmark every week. The main objectives are to reduce food waste and change attitudes around food values. For instance, the initiative teaches people that bad-looking food is perfectly fit for consumption. Moreover, the initiative has a clear mission of reducing climate impact. Since the war in Ukraine, food security has also become an important focus.

By women, for farmers
Two young Danish women, Carolin and Petra, founded and lead EatGrim. The initiative empowers European farmers as they are paid fair wages: a large part of what is paid for the vegetable boxes goes directly to the farmers. EatGrim’s motto shows that inclusion lies at the heart of the initiative: ‘we celebrate all colors, shapes and sizes – with both people and food’.

Raising awareness
EatGrim also carries out actions such as awareness raising and advocacy. Through Instagram they share info graphics with facts and numbers about food waste around the world and attempt to raise awareness about climate change.

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