Each year, Kietaviškių greenhouses grow over 10 tonnes of misshapen vegetables. Due to strict EU regulation, those cannot be sold in supermarkets.
Feeling the responsibility for all the food that is wasted as a result, Kietaviškių initiated an amendment to the law, and for the first time in Lithuania oddly shaped vegetables appeared on the supermarket shelves.
And us, we took up a challenge:
- To encourage shoppers to change their habits by choosing non-standard shaped vegetables and contributing to the zero waste initiative;
- To create a social responsibility campaign that wouldn’t be boring or induce feelings of pity or guilt.