Foodland Supermarkets launched their innovative ‘Peculiar Picks’ range, aiming to reduce food waste and support local growers.

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This program turns bruised or misshapen fruits and vegetables that might otherwise go to waste into a delightful, sustainable option for consumers. Despite their unconventional appearance, these fruits and vegetables retain their delicious taste and quality.

Just because a piece of fruit may look a little ‘peculiar’ on the outside, doesn’t mean that the texture, quality, taste and freshness is compromised – when you bite into it, it’s just the way it was intended to be… delicious.

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Fuel My Social was entrusted with creating a compelling video to highlight Foodland’s Peculiar Picks program. We collaborated with esteemed SA journalist Nicole Haak and worked alongside producers such as Ceravalo Orchards, Gilmore Orchards, Nicol Carrots, and Bache Bros.

Our video showcased the farms where these unique fruits and vegetables are grown, highlighting the meticulous production processes that ensure quality and taste remain uncompromised. We delved into the essential role of primary producers in the Peculiar Picks program, showing their dedication to sustainable farming practices and their commitment to reducing food waste.

By featuring the stories and efforts of these farmers, we emphasized how their hard work and innovative approaches make the Peculiar Picks program a reality, bringing imperfect yet perfectly delicious produce to consumers.

Using cinema-grade cameras and drones, we produced a stunning 5-minute video that premiered as the opening scene at Foodland's biggest awards night in 2023.

he video was a resounding success, drawing significant attention to the Peculiar Picks program and reinforcing Foodland’s commitment to sustainability and supporting local producers. The visual storytelling captivated the audience, creating a powerful emotional connection and raising awareness about the importance of reducing food waste. The video received widespread acclaim, generating positive feedback from attendees and boosting Foodland’s reputation as a leader in sustainable practices.

This project demonstrates Fuel My Social’s ability to craft impactful visual narratives that resonate deeply with audiences and drive meaningful engagement.