Shopping Cheaper with the Inglorious Fruit and Vegetable

orrangeDid you know that 300 Million tons of perfectly edible fruit and vegetables are pulped and destroyed by producers before they reach market? This is not because it has gone off, it is simply that it is not the ‘right’ shape for most supermarkets to sell. We have been brainwashed to expecting the perfectly shaped carrot, lemon, apple and so on. These are the ‘class 1’ produce that adorn our isles.

See in this video how French supermarket Intermarché reached 23 million visitors by offering these less-than-class-1 produce at a 30% discount. Exactly the same taste and goodness. Only cheaper.

I wonder what it would be like to adopt this in the UK. Tesco, Sainsburys, M&S – any takers?

© Peter Watts

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