Wonky food has arrived in Channel Islands Morrisons Daily stores. The Morrisons wonky fruit and veg initiative is a drive to support local and national farmers by taking all of the crop instead of just selecting the high-end shapes and sizes that in the past had to meet strict supermarket parameters. It’s also a drive to cut millions of tons of annual global food waste.
Perfect shape and size no longer matter in the lean, green competitive world of fashionable fruit and veg. Funky, chunky misshapen fruit along with curly, burly vegetables that up until the recent past were destined for the bin, will now sit proudly alongside their more dashing counterparts.
Morrisons Daily, head of food retail in the Channel Islands Mike Rutter commented: “Last year Morrisons pledged to sell more wonky, over-sized, under-sized and blemished seasonal fruit and vegetables after listening to customers’ concerns about food waste. This excellent initiative started in the UK and we’ve been working hard to offer these great value tasty fresh products to our Channel Islands’ customers. The fruit and veg will be available on a seasonable basis and we’re confident colour, size, shape and wonkiness will no longer be an issue for customers wanting fresh and tasty greengrocer products at very competitive prices.”
Over recent days, current wonky vegetables and fruit available in selected Morrisons Daily stores (in both Guernsey and Jersey) are: cauliflowers, carrots, cabbages, onions, peppers, lemons, kiwis and grapes.