Few things are more unappealing than a lumpy, bruised potato covered in sprouts. But leave it to the French to make it look sexy.

A campaign by the French supermarket chain Intermarché is on a mission to make shoppers see the inner beauty in scarred, disfigured, or otherwise odd-shaped fruits and vegetables. The message: Why throw away perfectly good produce just because it doesn’t meet arbitrary cosmetic criteria — especially when so many families can’t afford to eat the five daily portions of fruits and vegetables recommended by nutritionists?

“Now, you can eat five ‘inglorious’ fruits and vegetables a day. As good, but 30 percent cheaper,” says an Intermarché promotional video, trumpeting the virtues of the “the grotesque apple, the ridiculous potato, the hideous orange, the failed lemon, the disfigured eggplant, the ugly carrot, and the unfortunate clementine.” Here’s an English version of the video: