The December 11th’s edition of British daily newspaper The Daily Mail raised the important issue of food waste. But while some have said customers are unnecessarily ‘fussy’ about unusual or “ugly fruits and vegetables, grocer Sainsbury’s experience is different.
The retailer has found that customers are very ready to consider ‘ugly’ fruit and vegetables and recognize that beauty is sometimes only skin deep. Last year Sainsbury worked with farmers to ensure that the harvest was productive. They have used their “Sainsbury’s Basics” Private Brand to sell “ugly” fruit and vegetables that do not meet beauty standards, great tasting wonky carrots and bobbly potatoes.