An estimated 800 farmers and food producers are participating in Ugly Mugs so far.

“I am really cheerful when I can make the most of everything my orchards produce,” said Nicolas Benz, a cherry producer who has been involved with Ugly Mugs since Mr. Cabanne began it in April 2014. Mr. Benz said the program had enabled him to sell the 10 percent of his cherries he did not even pick before, as they were considered too small for the food industry.

Late last year Ugly Mugs reached an agreement with the French multinational supermarket chain Carrefour, which since April has sold about 85,000 Camembert cheeses with Ugly Mug labels. Carrefour plans to promote the efforts among all its suppliers next year.

Recently, the New York-based investment fund Global Emerging Markets committed up to 6 million euros, or about $6.6 million, to expand the Ugly Mug program into developing countries.

There are similar marketing efforts elsewhere. In San Francisco, a start-up called Imperfect Produce operates a home-delivery service for what it describes as “cosmetically challenged’’ fruits and vegetables. In Portugal, the cooperative Fruta Feia, or Ugly Fruit, sells unphotogenic produce obtained directly from the growers.