UK Supermarket chain ASDA are trialing a new method to cut down on food waste and it is proving very popular with customers.
In a bid to prevent food being unnecessarily discarded just for being slightly ugly, ASDA have launched a £3.50 ‘Wonky Veg Box’.
The box contains a wide variety of seasonal veg and according to The Independent the supermarket claims it will be enough to feed a family of four for a week.
The low cost of the box is apparently due to the moderately increased preparation time associated with the misshaped vegetables.
There are 128 stores currently included in the trial, and you can find out if your local store has made the cut by visiting ASDA’s site.
The Independent argues that 15 percent of potatoes and parsnips currently do not make it to the supermarket as a result of minor blemishes, and unconventional sizes.
So the scheme will also prove positive for farmers who will now see more of their produce make it to the shelves.
The offer is going down very well with customers online…
@asda on TV we get told it's what the consumer wants, but the consumer does not get a choice, thanks Asda for giving us a choice
— viv wilcock (@WilcockViv) February 5, 2016
@asda Go Asda! Now wonky veg leaders. Fantastic! customer confidence in your commitment to this will surely follow.
— Deanna (@Duduanna) February 6, 2016
@asda well done to you for starting to reduce the stupid waste we see – wonky veg tastes the same as any other veg
— Birduder344 (@Birduder344) February 5, 2016
There has been some early frustration with the choice of stores included in the trial so far though…
— Bruce Jackson (@dj_kyushu) February 7, 2016
@asda fantastic idea. Shame nobody in Scotland will benefit as only in English and Welsh stores. Shame on you
— Isobel M (@tweet_widow) February 6, 2016
@asda Great idea. However, you would think with Ch41 being one of the poorest postcodes in the UK birkenhead asda would have this
— J Taaffe EFC (@jtaaffe1) February 6, 2016
But based on the popularity of the concept alone these customers probably won’t be upset for too long.
ASDA has echoed that the wonky veg box is at the trial stage and will potentially be rolled out to other locations soon.
@karenstanton83 Sorry about this, It is a trial period. Hopefully it will be with you soon- Thanks, Leanne
— Asda Service Team (@AsdaServiceTeam) February 6, 2016
An NCTJ Journalist with an MA in Sports Journalism, Kieron is an experienced social media journalist who has worked in the industry since 2015. His experience includes work with ITN, the MEN, WISH/WIRE/TOWER FM, and 8:50 Sports Digest… not forgetting his time at ASDA.