As the European Union made 2014 the European year against food waste, Intermarché, the 3rd largest supermarkets chain in France decided to rehabilitate the non calibrated and imperfect fruits and vegetables. Why? Because by doing so, everybody wins: consumers get the same quality products for cheaper, the growers get money for products that are usually thrown away and Intermarché increase its business by selling a brand new line of products. Only one problem remains: how can we ensure customers actually buy these really ugly new products?