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Asda wins at Wonky Veg

January 20, 2017 10:07am
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  • Asda has won Product of the Year for its renowned wonky vegetable box

  • Since launching in January 2016, approximately 120,000 boxes have been sold, saving 600 tonnes of vegetables from being binned

  • Product of the Year is the world’s largest consumer-voted award for product innovation, with 12,000 households testing the products

Asda has won Product of the Year for its wonky vegetable box, following the unprecedented response to its launch in January 2016, which has seen 120,000 boxes of misshapen veg sold in the last year alone, equating to 600 tonnes of veg that would otherwise have gone to waste.

Originally inspired by Jamie Oliver and Jimmy Doherty, Asda is spearheading the wonky veg revolution in the crusade against food waste and will continue to champion ‘ugly’ vegetables, as it continues to send 10,000 wonky boxes a month in to Asda’s superstores.

Ian Harrison, Asda’s produce technical director, said: “We are extremely proud to be the pioneers of the wonky veg revolution and winning Product of the Year is testament to this, especially as it’s voted for by consumers. The response from the public to our wonky vegetable boxes has been incredible. Food waste continues to be high on our agenda and we’ve worked closely with our suppliers to review our specifications so that the maximum amount of produce ends up on shelf.

“The insight we have gathered from customers since starting to sell the wonky box has been invaluable, especially when we have extreme weather events that mean the appearance of produce has been affected, as we are seeing in Spain at the minute. We are now able to flex our specifications to help growers sell their products and maintain availability for our customers, without compromising on quality.”

Asda’s wonky veg boxes are available at Asda on Friday 20th January with an RRP of £3.50


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