Cookie Consent by FreePrivacyPolicy.com Ugly fruit and veg company eyes UK launch - The Connexion French News and Views in English | The Connexion

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.

Resident or second-home owner in France?
Benefit from our daily digest of headlines and how-to's to help you make the most of life in France
By joining the newsletter, you agree to our Terms & Conditions and Privacy Policy
See more popular articles
The Connexion Help Guides
Income Tax in France 2021 (for 2020 income)*
Featured Help Guide
Order your Income Tax in France guide now for immediate digital access
Get news, views and information from France