Wonky veg can be rebranded to enhance that social influence, for instance our shop marketing campaign focused on “humanising” a team of unfortunate fruit and veg, giving consumers something to root for. Ugly food is becoming more popular, and social influence has a huge impact on our behaviour. The needless waste of both imported and homegrown fruit and veg seems senseless however if consumers are unaware of it, they can do nothing to change it.Īttitudes seem to be shifting though, thanks largely to high-profile coverage of massive food waste. Much of the food deemed ugly is damaged on long boat trips – literally a fruitless journey – while ugly produce grown closer to home is also rejected, imposing harsh conditions on farmers. Thanks to global abundance and international trade, supermarkets can now be more selective. ![]() However throwing away a few lonely spuds has nothing on the millions of tonnes of fruit and vegetables which are denied even the chance to make it through the supermarket doors. Given these findings, it is understandable that it will always be the disfigured potatoes that are left on the shelf. I’ll have a scoop of brown and a scoop of purple, please. So have we always cared about the shapeliness of our bananas, or are we only now becoming more receptive to the idea of bendy vegetables? Farmers have long been condemning supermarkets for their wasteful rejection of ‘imperfect-looking’ fruit and vegetables. By Zoe Thomas, writer at Nutritionist Resource. A flurry of excitement accompanied the launch of British supermarket Asda’s “ wonky veg box” which, for just £3.50 (US$5), promises to feed a family of four for a week. Let the rejects in: misshapen fruit and veg to be allowed back on supermarket shelves. ![]() Since then, ugly foods seem to be making a comeback. Salad Box Subscription From: £ 9.80 every 4 weeks Ain’t Got No Roots Veg Box (Subscription) From: £ 14.30 every 4 weeks Sunshine Detox Juicing Box Subscription From: £ 16.80 every 4 weeks Veg Boxes Subscription From: £ 12. ![]() I became interested in why it was ever rejected in the first place, and whether supermarkets either dictated or answered to a desire for perfect veg. In March 2015 I opened a pop-up Ugly Food Shop in a mission to change perceptions of ugly food. This unbelievable figure is partly made up of “ugly” fruit and vegetables – those that are perfectly edible but rejected by supermarkets due to their blemished skin or unusual shape. Do the same rules that govern human attraction also apply to our choices of fruit and vegetables? Plenty of evidence suggests we do look for similar traits in both people and produce, and our perceptions of food are clearly affected by what it looks like.Įach year we waste 1.3 billion tonnes of food worldwide, a third of the total produced.
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