“Ugly” But Tasty From Sainsbury’s

Sainsburys BAsicsThe 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.
SOURCE: Sainsbury

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.