Food waste is a worldwide issue. We gathered damaged produces that cannot be sold in stores but that we can eat enough, and stamped them with the message “Dump or Help ? ” along with the WWF Panda Logo. These WWF's brand APPLEs were distributed to farmer's markets that were especially conscientious about food, giving consumers an opportunity to think about food waste and asked to donate any amount. This donation style is very emotional,effective and promotional. By taking action on the spot, the issue becomes more relative to individuals, making them more receptive to the problem.

We had each month a disaster.So farmers provided the products reflecting various seasonal damages that could not be merchandised, free of cost.

May: Unpicked crop due to poor appearance.

September: Crops damaged by unseasonal hail.

October: Crops bruised caused by typhoon.

November: Crops damaged by typhoon in picking season.

December: Hail damaged crop.

February: Unpicked crop due to poor appearance.

With WWF’s Facebook as our platform to communicate about our activities, there are already an increasing amount of “shares” on Facebook as we progress. “Reach” is 123,096 ! ; it’s 15 times more than others topics. It means that we make people who didn't get WWF Apple directly more receptive to the problem. At our markets, people donated 3~15 times more money per an apple, totally, 13 times donations than usual donation on the street. All proceed is used for saving energy.

This activity is gaining support from not only the consumers but farmers for changing their mindset as well. Farmers said us "If people are fine non-damaged produces, it couldn't be happier. We don’t need to be afraid of natural disasters, besides we don’t need to use too much agricultural chemicals to keep good-looking. "