Dagenham pupils meet Asda’s wonky vegetables
PUBLISHED: 17:11 03 February 2015 | UPDATED: 17:30 03 February 2015
Primary school pupils were given the chance to sample misshapen fruit and vegetables when they were visited by representatives from Asda in Dagenham.
Knobbly pears, rude carrots, and blemished apples have appeared on Asda shelves as part of the supermarket’s new range of “Beautiful on the Inside” Wonky Fruit & Vegetables.
During Asda’s visit to Hunters Hall Primary School, Alibon Road, students sampled misshapen food to discover that it tastes just the same as normal shapes.
The motley crew of six products will be sold at a discounted price in five stores - Grantham, Coventry, Bristol, Bedminster, Dagenham and Croydon and if successful, will be rolled out to more stores.
The range, which aims to persuade shoppers against produce waste, will include carrots, swede, apples, pears, citrus and potatoes.
Ian Harrison, produce technical director at Asda said: “We’re really proud to be launching our Beautiful on the Inside range of Wonky Fruit and Vegetables.
“We’re hoping that customers support us and don’t leave them on the shelf causing more waste. Our ultimate aim would be to learn if customers will accept slightly less attractive fruit and veg so we can flex our specifications to sell more of our farmer’s crops.”
Guy Poskitt, managing director of Poskitts Vegetable Farmers & Growers worked with Asda to develop the new range.
He said: “We work very closely with Asda to utilise as much of our crop as possible, allowing different sized product into bags that will now be sold in stores.
“It’s a great step to educating shoppers on the benefits of buying wonkier looking fruit and veg and the eating quality is just the same as with their prettier counterparts.”
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