The Beauty & the Feast is an event for the community of Bergamo aimed at changing views on food waste. It celebrates “ugly food,” or visually imperfect produce that is safe and nutritious. This initiative created with Dispensa Sociale, addresses the global issue of about 25–30% of food being wasted each year. It targets local communities, especially consumers who often prioritise appearance when buying food.
The main insights of the research shows that aesthetic standards strongly affect behaviour of the consumers. Stigma around redistributed or second-hand food can harm dignity, and confusion over food labels often leads to waste. These insights shaped the event to be both educational and celebratory.
The event is designed as an immersive experience where visitors step into an exhibition that blends art with an educational campaign. Alongside this, there are food and drink stands, farmers’ stalls, and a stage hosting talks and performances. Guests can taste dishes made from surplus and imperfect ingredients, meet producers, and engage in conversations about food systems. At its core, the event celebrates 'ugly' food as something valuable, shifting the focus from appearance to quality and sustainability.
By blending learning with social interaction, The Beauty & the Feast aims to normalise eating imperfect produce and encourage mindful habits. The team found that tackling food waste is not just a logistical issue but also a cultural one, needing changes in perception, language, and daily practices.
