![]() ![]() ![]() This then boils down to the logistics of food (storing, transporting and packaging), which also then brings in another factor of funding such as the financial capital to do this. On the other hand, some critics believe that misshapen fruit and vegetables should be shipped to countries that may need them or food-insecure communities. However, other reports indicate that although misshapen food is marketed as a way to reduce food waste, selling it cheap will not help, because it does not address the underlying issue: that consumers are buying too much food that could end up not used whether Misshapen or not. In fact, during their campaign, they met farmers who assured them that they were unable to sell thousands of tonnes of their fresh vegetables to supermarkets because they were deemed imperfect or misshapen.Īdditionally, the retailer – the UK’s second largest supermarket during 2015 – said long-standing consumer resistance was about price and quality, but its research showed that 65% of its customers were now open to the idea of buying oddly shaped fresh produce, while 75% would definitely buy “wonky” if it was cheaper. Jamie Olivier from the UK was part of a campaign encouraging shoppers to buy “crooked” or misshapen carrots, knobbly pears and wonky potatoes, in an effort to reduce food waste. Misshapen but perfectly edible fruit and vegetables that would otherwise go to waste has been proposed to be sold to supermarkets at a discount in order to reduce food wastage. ![]()
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