The Spanish pilot shows that when imperfect produce is repositioned with clear, practical messaging, both environmental impact and consumer engagement can increase significantly.
Led by Freshis, the Spanish pilot focuses on reducing food waste caused by cosmetic marketing standards. Although around ten percent of fruit and vegetables may be rejected due to appearance, these products remain safe and of good quality. The pilot explores how they can be upcycled into attractive food products and successfully introduced to consumers.
The challenge is twofold: transforming imperfect produce into market-ready products and communicating their value in a way that motivates action. For this reason, the pilot operates within a digital-native e-commerce platform, allowing rapid product testing and real-time communication experiments. Imperfect fruits and vegetables are converted into soups, smoothies, granola, and bundled offers. At the same time, different messaging approaches are tested to understand what drives consumer engagement.
Clear patterns have emerged. Concrete messages, such as encouraging customers to save specific products from waste, perform better than abstract sustainability appeals. In addition, practical framing increases consumer trust and willingness to purchase. The results show measurable increases in sales when communication is direct and action-oriented.
Beyond commercial performance, the pilot also demonstrates environmental and social value. By creating new uses for rejected produce, it supports producers, reduces waste, and strengthens consumer awareness. Finally, the Spanish pilot highlights how digital retail platforms can act as both marketplace and behavioural testing environment, accelerating learning and impact.
