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Ugly fruit and veg eyes UK market

In 18-months Les Gueules cassées has grown to an international label selling deformed but tasty food in 100s of shops

12 October 2015

THE firm Les Gueules cassées has launched an English website in preparation for a move to the UK market and further afield.

The French group has launched Too Good to Waste to bring together customers, shops and producers to help reduce food waste.

The Les Gueules cassées symbol of a crooked-toothed apple remains the same but has been rebranded ‘Ugly Mugs’ for the English market.

The label has been used in the USA since December and in Germany since January, despite only being launched 18 months ago in France by founder Nicolas Chabanne,

So far 300 shops are taking part in the scheme in the USA and 30 or so in Germany. However the group is on the cusp of involving 500 more by teaming up with the country’s organic producers there.

Twenty other countries have shown interest in the scheme from Sweden to Japan, India and Brasil and the company will be making a presentation at the Food and Agriculture Organization of the United Nations in a few week’s time.

The group has based its success on selling deformed fruit and vegetables that would normally be thrown in the bin, at a discount price.

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