Asda has begun retailing boxes of misshapen or 'wonky' vegetables to help fight the food waste in the UK, and allow consumers to avail of onions, potatoes, carrots, peppers, leeks, cucumbers, and cabbages for 30 per cent less than what they would normally pay in an Asda supermarket, TheGuardian.com reports.
Asda will extend this service across to all of its supermarkets across the UK. The chain's technical produce director, Ian Harrison, said, "Our shoppers absolutely love wonky fruit and veg and we’ve seen sales steadily increase over the last year."
The chain says it has also made its dimension limits less rigorous for fresh produce, so more fruit and vegetables 'qualify' to gain places on its shelves, and that items that don't make the grade are placed under the new 'wonky' line, or used as ingredients in frozen meals.
The box of wonky vegetables retails at £3.50, and should provide enough food to feed a four-person family for a week.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
