Intermarché, a large supermarket chain in France, decided it is time for an endangered species to be saved from the trash can: ugly duckling vegetables and fruit. 40% of greens don’t reach UK shelves only because they don’t look the part. Globally, that comes down to wasting $750 billion worth of food every year.

Photographer Patrice de Villiers shot beautiful pictures of deformed fruit and vegetables, while ad agency Marcel produced a striking promo video. French customers were offered mutant fruit and lumpy vegetables at 30% cheaper than their perfect siblings and chose price over beauty, making the experiment a vast success.