Jamie Oliver, who has led the campaign for improved school meals, is turning his attention to a campaign encouraging shoppers to buy “crooked” 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 will be sold by Asda at discounted prices in a national trial starting at the end of January.
The retailer – the UK’s second largest supermarket – 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.
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