 Courtesy of Asda 2016. WE have long been supporters of any initiative that champions misshapen produce - those perfectly good vegetables and fruits that are normally discarded by supermarkets for their lack of consumer appeal.
So you'll appreciate our enthusiasm for the announcement this week that Asda is trialling a Wonky Veg Box in 128 of its stores from 04 February onwards. This initiative expands the wonky vegetable range that Asda launched last November as a part of its "Beautiful on the Inside" campaign. The Wonky Veg box offers a range of seasonal vegetables for £3.50, of which 20 boxes will be available at each of the participating stores. Asda’s technical produce director, Ian Harrison said: "We’re excited to launch a unique and exclusive Wonky Vegetable box that is jam-packed with ugly winter veg that not only saves shoppers money but helps farmers get more of their crop onto our shelves". In addition to the new veg box, Asda has also further relaxed its specifications on carrots and sweet potatoes. This is allowing the supermarket to include on its shelves those it has previously rejected. This is all good news: we just hope that Asda permanently adopts this initiative. Access to seasonal food is key to Londoner's health and well-being, supports our farmers, and lowers food waste.
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February 2017
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