Every year, Kietaviškių greenhouses grow over 10 tonnes of misshapen vegetables. Unfortunately, strict EU regulations prevent these veggies from being sold in supermarkets.
Feeling responsible for the food wastage, Kietaviškių initiated a law amendment. As a result, oddly shaped vegetables have made their way onto supermarket shelves in Lithuania for the first time.
As for us, we took up a challenge:
- Encourage shoppers to choose non-standard shaped vegetables and support the zero waste initiative.
- Create a fun and engaging social responsibility campaign without any boring or guilt-inducing elements.