The Wonky Veg Revolution

February 7, 2017

This week at Simply Kitchens we thought we would give a little time to the very newsworthy subject of food waste in the modern world and what is being done to tackle it, and how you can do your bit!

When shopping, do you automatically go for the straight carrot over the wonky one? Surely what's on the inside is the same? Aren't you going to chop it up anyway? What if you are planning to make soup....why should it even matter what shape it is to begin with?

It shouldn't matter..... but we are so used to seeing perfect unblemished produce that it's what we've come to expect and anything else just looks wrong.

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Stop and think before you buy your veg!

In recent years we have seen the battle against food waste start to gather speed. With celebrities such as Jamie Oliver and Hugh Fearnley-Whittingstall shedding some well needed light on just how much food is wasted in the world and the devastating effects it has on our environment.

AN ESTIMATED 20-40% OF UK FRUIT AND VEG IS REJECTED EVEN BEFORE THEY REACH THE SHOPS.

This is mostly down to them not matching up to the supermarket's excessively strict cosmetic standard.This produce is either ploughed back into the land, sent to landfill or in the best cases used for animal feed. Supermarkets are convinced that customers will not buy veg that looks like anything other than the perfect straight unblemished products we are used to seeing.

After a lot of media pressure in 2016, large retailers such as Asda and Tesco started to explore how likely customers would be to purchase wonky veg over perfect produce. After a "Wonky Veg Box" Trial, ASDA found that 65% of their customers were happy to buy them, with up to 80% of their customers willing to buy them when offered at a reduced price. The demand was unprecedented and wonky veg boxes were soon rolled out in most major supermarkets.

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Look at these beauties! Still full of goodness, tasty and may even cost you up to 30% less in a wonky veg box. You will also be doing your bit towards reducing waste and saving the planet!

10% OF RICH COUNTRIES GREENHOUSE GAS EMISSIONS COME FROM GROWING PRODUCE THAT IS NEVER EATEN.

So next time you are at the supermarket scanning the veg and picking out the "normal" looking ones, remember that the wonky ones are just as tasty and want to be eaten! :0)

At Simply Kitchens we look at every aspect of your family life before designing your kitchen. We believe that everyone is different and will create the perfect kitchen to fit your family’s needs.
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