Misshapen potatoes, peppers, parsnips, carrots and other ‘knobbly’ produce will be available to Asda shoppers following a successful trial of new wonky vegetable boxes.
The supermarket giant is launching the initiative in 29 of its stores across Scotland from today (February 18) after a public campaign and positive feedback from customers.
Asda has committed to making the selection box of imperfect fruit and vegetables a permanent fixture available to shoppers at least once a month.
This means locals will be able to buy enough wonky fruit and veg to feed a family of four for a week for just £3.50.
The move comes after the resounding success of a small trial at a handful of Asda stores down south.
Each box contains 5kg of fresh produce which is enough to feed a family of four. The contents will vary depending on the season but customers can expect to see items such as: carrots, potatoes, peppers, cucumber, cabbage, leeks, parsnips and onions to name a few.
It’s hoped the initiative will result in at least 500 tonnes of ‘waste’ fruit and vegetables being taken from farmers and sold in the supermarket by the end of this year.
Ian Harrison, Asda’s produce quality director, said: “We’ve been absolutely overwhelmed by the response to our wonky vegetable box and think it shows just how conscious our customers are of food waste, particularly in the produce aisle.
“We knew from our initial research that customers aren’t phased by the odd knobble here or a bruise there and like the fact that our wonky range is a little bit cheaper, but including this ‘ugly’ veg in a mixed box format has helped customers save even more money and plan meals for the family for the whole week, ensuring nothing is thrown away, even when it’s taken out of the supermarket aisle.
“We’re extremely excited to be able to bring the wonky veg box to even more people across the UK and in turn, further support our growers to ensure we’re buying as much of their crop as possible.”
Maureen Watt, minister for public health, said: “It’s great news that the wonky veg pilot is coming to Scottish stores.
“Asda have been one of the partners in our Eat Better Feel Better campaign, which aims to help and encourage people to eat a healthier diet. This initiative really fits in with the ethos of the campaign. The supply of low cost healthy food is an ideal way to break down one of the biggest barriers that can stop people from eating healthily.”
Scottish stores taking part:
The Asda stores which will now sell the wonky veg boxes are: Kirkcaldy; Glenrothes, Dunfermline, Edinburgh, Livingston, Cumbernauld, Bearsden, Elgin, Linwood, Bridge of Dee, Toryglen, Chesser, Hamilton, Robroyston, Govan, Dumbarton, Portlethen, Milton Of Craigie, Ayr, Newton Mearns, Leith, Motherwell, Clydebank, Perth, Kilmarnock, Coatbridge, Parkhead, Straiton and Aberdeen Beach.