Over 40% of food being wasted at retail and consumer level are due to over-emphasis on their appearance over quality. Industrial artificial coloring is a common practice in the food industry. Will you bring it to your dining table, if you take a look at it through the Pink Food AR? This is part of our project Bleika Matarhreyfingin (Pink Food Movement). Hver er þinn fullkomni matur? (So, what is your PERFECT FOOD?)