Food waste is being tackled head on by major supermarket Asda as the Wonky Vegetable Box is available in Northern Ireland.
Asda’s Wonky Vegetable brand - a family sized box which includes nine in-season misshaped vegetable lines - is priced at £3.50 per box - 30% cheaper than standard lines.
The supermarket introduced imperfect vegetables into a number of its GB stores in January 2015 with the move championed by Jamie Oliver and Jimmy Doherty.
During the recent series of the show, Jamie and Jimmy’s Friday Night Feast, the foodie stars revisited Asda’s wonky veg and challenged the supermarket to extend the range even further, which led to the new development.
George Rankin Senior Director, Asda NI said: “We’re really delighted to bring our exclusive Wonky Veg Boxes to our Northern Ireland stores as we’ve been overwhelmed by the response to the initial trial in GB. It shows just how conscious our customers are about food waste, particularly in the fresh produce aisle. It also proves they aren’t concerned about the odd knobble or bruise and are motivated by the fact that they can save money, eat healthily and plan meals for the whole week.”
Dr Ian Garner, of the Love Food Haste Waste Campaign, added: “It’s great to see Asda roll out its new range of misshapen veg in Northern Ireland. All food should be valued and buying misshapen fruit and veg doesn’t mean any of the taste is being sacrificed.”