Waitrose Debuts ” A Little Less Than Perfect”

Waitrose carrotsBritish retailer Waitrose has introduced a new private brand line of misshapen seasonal vegetables called ‘A little less than perfect’.

The grade two vegetables will come in larger bags which are great value for families and will be available in 40 branches across the UK. The variety includes carrots, potatoes, onions and parsnips which have imperfections, such as being misshaped, with skin blemishes, splits or broken. As the seasons change, so do the type of vegetables and fruit included.

Waitrose has long supported its farmers, buying as much of their crop as possible.  The retailer first introduced a range of weather blemished apples more than nine years ago and if extreme weather such as hail affects a crop then Waitrose works with growers to try and get as much produce as possible to market.  In this way, Waitrose has sold weather blemished pears, apples, potatoes, green beans – also an assorted pack of misshapen tomatoes​ and many other types of less-than-perfect fruit and vegetables.

In the last year alone, Waitrose has sold £1million of apples with slight marks on their skin from the weather, but that still taste delicious.



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Christopher Durham
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.