A shocking act is being committed at supermarkets across the country daily - women, men and children alike are turning their noses up at perfectly good fruit and veg. It's the equivalent of bullying in veg world. But why?!
a staggering 20-40% of quality fruit and veg produced by UK farmers is wasted, chucked away, or used as animal feed
What turned us into the mean girls of vegetable picking? Do we really bypass healthy produce just because they're a little crooked or wonky? The stats would seem to say yes...
Did you know that a staggering 20-40% of quality fruit and veg produced by UK farmers is wasted, chucked away, or used as animal feed? (according to jamieoliver.com) Why? Supermarkets refuse to stock it as we won't buy it.
So how do we justify this waste? The honest answer is we can't - we just don't find the likes of Colin the Carrot and Pete the Potato 'attractive' enough! We’re so used to seeing pristine carrots lined up all in a row on our shelves, that we've become extremely picky when it comes to buying the stuff.
The good news is that Asda, along with Jamie Oliver and his pal Jimmy Doherty, is set to change the way we buy our veg. In the last series of Jamie and Jimmy's Channel 4 show, Friday Night Feast, the pair approached Asda to trial the launch of their inspiring Beautiful on the Inside range. Since then, Asda customers all over the country have begun to embrace wonky produce at a 30% discount. And now, Asda are going one step further, launching their wonky veg box deals across 124 stores from Friday 5 February to tie in with Jamie and Jimmy's new show airing on Channel 4 the same day.
The wonky veg will be available by the box, which means that you can satisfy all your weekly veg needs in one fell swoop. Each box contains around 500g carrots, 1kg potatoes, 2 onions, 2 courgettes, 1 cucumber, 1 cabbage, 300g leeks, 300g parsnips, and 3 peppers. And at only £3.50 a box, what an absolute bargain! Why not head in store to pick yours up, then whip up a comforting winter dish like our rootleaf stew or fish pie with root vegetable topping?
We all know not to judge a book by its cover and now it's time to embrace wonky veg in all its glory. So remember, next time you do the food shop, #embracetheugly.