Trash Vegetables

Every year in Greece, over 930,000 tons of food end up in trash bags. Meanwhile, 673 million people worldwide don’t have enough to eat. On this World Food Day, Wikifarmer and McCann Worldgroup Greece created “Trash Vegetables”, a campaign that turns an uncomfortable truth into a visual statement: vegetables still perfectly recognizable, thrown away in trash bags.
 
Each image is a reminder that the food we waste could have nourished someone else, and that sustainability begins long before we throw something away. It starts when we decide what to buy.
 
Through this campaign, Wikifarmer invite everyone to practice mindful shopping. To pause for just a second before the grocery aisle and ask, “Am I actually going to eat this?” Because growing food responsibly means nothing if it ends up wasted.