Act Now

b. 1986, HK.

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Normreel is my graduation project, dedicated to ugly produce. With Normreel, I want to broaden consumer’s knowledge about the world-wide food waste crisis we face, especially when it comes to fruits and vegetables. 45%* percent of produce is wasted globally every year. Strict cosmetic standards are one of the reasons for this epidemic food loss. A third of fruit and vegetable crops are considered too ugly to sell according to a study of the University of Edinburgh, as consumers only want to buy perfectly round apples and color-uniform pears. This results in over 50 million tons** of produce wasted in the EU. Not only does this waste seem immensely perverse when thinking about the fact that one tenth of the world’s population is underfed, but it also has a huge impact on climate change. Researchers at the University of Edinburgh estimated that “growing the wasted food – some of which may be ploughed back into fields, used in animal feed or otherwise reused – is equivalent to the carbon emissions of almost 400, 000 cars.”

“Encouraging people to be less picky about how their fruit and vegetables look could go a long way to cutting waste, reducing the impact of food production on the climate, and easing the food supply chain." -Stephen Porter, of the University of Edinburgh’s School of GeoSciences

So how about we care a little less about esthetics and norms, eat lots of delicious ugly produce and make the world a less wasteful place?

Thank you for watching.

*UN Food and Agriculture Organization

**University of Edinburgh’s School of GeoSciences

Strict cosmetic standards and norms are applied worldwide.

For this project I referred to the EU norms for fruits and vegetables.