Asda Award-Winning Wonky Veg Boxes

UK based retailer Asda has announced the arrival of a new set of their wonky vegetable boxes. The popular private brand product has just been voted Product of the Year for Healthy Food by UK consumers.

Since their introduction, Asda has sold 120,000 boxes of the misshapen vegetables as part of their mission to cut food waste. They contain 5kg of fresh produce – carrots, potatoes, peppers, cucumber, cabbage, leeks, parsnips and onions – and at £3.50 per box they’re 30% cheaper than standard lines. The exact contents will depend on the season.

Asda has also recently changed their grading system across produce lines to ensure they are taking in as much produce as possible from the farmers we work with.

This means that half the produce that would have gone to waste in previous years will now be sold at Asda, resulting in an additional 7,000 tons of misshapen fruit and veg being sold – including potatoes, citrus fruits, berries and carrots.

Ian Harrison, Asda’s produce technical director, said: “We are extremely proud to be the pioneers of the wonky veg revolution and winning Product of the Year is testament to this, especially as it’s voted for by consumers.

“The response from the public to our wonky vegetable boxes has been incredible. Food waste continues to be high on our agenda and we’ve worked closely with our suppliers to review our specifications so that the maximum amount of produce ends up on shelf.

“The insight we have gathered from customers since starting to sell the wonky box has been invaluable. We are now able to flex our specifications to help growers sell their products and maintain availability for our customers, without compromising on quality.”



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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, and consultant who has worked with Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro, Lowe’s, Food Lion, Hannaford and more building private brands. 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 latest book Vanguard: Vintage Originals a look at innovation and disruption in private brand going back to the mid-1800’s. Durham lives in Charlotte, NC with his wife Laraine and two daughters Olivia and Sarah.