Would you buy misshapen fruit and vegetables?

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Jamie Oliver, who has led the campaign for improved school meals, is turning his attention to a campaign encouraging shoppers to buy “crooked” carrots, knobbly pears and wonky potatoes, in an effort to reduce food waste.

“If most Brits had half an idea of the amount going to waste, they’d be snapping up ugly veg by the trolley load,” Oliver said. “There’s no difference whatsoever in taste or nutritional value. This is perfectly good food that could and should be eaten by humans. When half a million people in the UK are relying on food banks, this waste isn’t just bonkers – it’s bordering on criminal.”

Misshapen fruit and vegetables in Asda’s new Beautiful on the Inside range will be bagged separately and sold for 30% less than their “perfect” peers, as the supermarket hopes to educate shoppers on the benefits of “buying ugly” while also supporting farmers.

 

Would you buy misshapen fruit and vegetables?

1944 people have already voted, what's your opinion? Yes No

What are your views on current food wastage?

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evanpo
26th Apr 2015
0
Thanks for voting!
Hi all,

Have you seen Jamie Oliver's campaign on the "wonky" vegetables? They trialled it with ASDA in a few supermarkets but not sure it is still running.
This seems like a great idea to reduce food waste and I am starting a small market research to understand the demand as it would be great to see this initiative replicated elsewhere - link here:
http://bit.ly/1HB3nnb
Would appreciate if you could take 2 minutes to fill the questionnaire.
Thanks
Emilie
stokie18
30th Mar 2015
0
Thanks for voting!
i and my father before me have grown all sorts of veg and it doesn't matter what shape they are it is all in the taste. it is a good job this modern age does not throw away all mishapped things as a lot of human beings would be thrown away
andbrown01
22nd Feb 2015
2
Thanks for voting!
samurai1
20th Feb 2015
2
Thanks for voting!
would you throw everything away because of a few kinks?
what does the shape matter? it's what's inside that counts
Maggie Cotton
6th Feb 2015
3
Thanks for voting!
What is the problem ??? . . . perhaps a few more twists and turns to peel or scrape perfectly good vegetables. I suppose the garden birds are pleased at some of the scraps if people only think to put them out especially during winter . . . what a wasteful society we've become.

Maggie Cotton
Archiebald
13th Feb 2015
2
Thanks for voting!
I agree we could put scraps out for the birds...they love them
Munsterlander
22nd Jan 2015
3
Thanks for voting!
A truly first world problem
Wilf
23rd Jan 2015
3
Thanks for voting!
Rafi
15th Jan 2015
2
Thanks for voting!
Agree totally with Patmuzzy and several other comments made.
daydreams
13th Jan 2015
2
Thanks for voting!
Buy them and grow them, so they may not be the most beautiful carrots in the raised bed, so blooming what? As long as they taste good, does it matter? They look a darn sight worse once you've chewed them!
April
10th Jan 2015
4
Thanks for voting!
I shall definitely be buying the 'ugly' fruit and vegetables from Asda and think that all supermarkets should be selling them, it is sacrilege that these items because they are not perfect should be put into landfill. My husband has grown fruit and vegetables for many years and we eat all misshapen items which taste excellent when they are steamed. They are all organic. Good luck to Asda. I am sure that it will soon catch on.
wiffler
10th Jan 2015
4
Thanks for voting!
Does this mean misshapen veg are thrown away? I,m shocked. It's criminal.
babblerem
10th Jan 2015
3
Thanks for voting!
I remember when there was no such thing as convenience foods. Mis-shapen vegetables were the norm and you had to cut away so much so there was a lot of waste. I prefer the veg one can buy today where there is practically no waste.
Ann B. Kennedy
10th Jan 2015
4
Thanks for voting!
Of course I would buy misshaped fruit, to much food is wasted, think about it, us humans are all shapes and sizes lol.
Joanne
10th Jan 2015
3
Thanks for voting!
Well done Asda I will be buying your beautiful on the inside this world is going mad throwing a perfectly good food whilst people go hungry too much emphasis is put on perfection even down to the vegetables we eat. One of the reason people are unhealthy or overweight is because processed food is cheaper some people on low income cant afford fresh fruit and veg and this country is throwing it away MADNESS
Lesley
10th Jan 2015
4
Thanks for voting!
I have an allotment and have grown many mis-shaped veggies, Parnsips that look like Octopus ! All taste the same when they are on your plate. We have become too fussy about what things 'should' look like
junebaker55
7th Jan 2015
4
Thanks for voting!
I can't see any problems with veg being misshapen, I think young people today expect everything to be perfect. As long as it tastes nice what harm does it do ?
cockneygeordie
7th Jan 2015
5
Thanks for voting!
We used to live near a well known market in London. And you were'nt fussed if the veg was different shapes,Obviously it was all fresh fruit and veg. I cant see what all the supermarkets make such a fuss about. Fruit and veg is fruit and veg whether its wobbly or not. Your cucumber does,nt have to be straight 'cos your cutting it up.
Creature Care
6th Jan 2015
5
Thanks for voting!
It's criminal in this day and age. All veg that is edible should be sold on and be done at a better price for all.
It is supermarkets that changed what we were offered for ease and quickness and with too much packaging but there would be no harm in selling on veg at a better price.
folkarty
5th Jan 2015
4
Thanks for voting!
Also I hate the way they wash the veg. The carrots I buy in supermarkets always smell of plastic. Carrots should be kept unwashed until ready to use to keep the flavour.
htchlin
4th Jan 2015
6
Thanks for voting!
Up until a few years ago we had two allotments and were self sufficient in nearly all our fruit and veg nothing was wasted what we could not eat was frozen, or given to older persons to make sure they had fresh fruit and veg
grannypin
4th Jan 2015
6
Thanks for voting!
Good for Asda, lets hope other supermarkets follow, although fresh veg from your local market in all its odd shapes taste better.
Serenade
4th Jan 2015
5
Thanks for voting!
When we used to grow our own I never bothered about the shape
lindaseaside
4th Jan 2015
7
Thanks for voting!
I have no problem with natural shape of food. We need less packaging too!
junebaker55
7th Jan 2015
4
Thanks for voting!
The amount of packaging is ridiculous and a total waste..
madcatwoman
4th Jan 2015
7
Thanks for voting!
Also, can we get rid of all these plastic bags, and they be replaced with the paper ones, which can be recycled .
Archiebald
4th Jan 2015
6
Thanks for voting!
Totally agree-less litter as well!
madcatwoman
4th Jan 2015
6
Thanks for voting!
I would much prefer to buy the odd shapes and sizes to improve the flavour, and I hate all the plastic packaging too in supermarkets. Please let's go back to quality tasting food and not bother about size or shape. We can then choose the ones we prefer, rather than this nanny state the supermarkets have got us into. Bring back local greengrocers , just like the ones we use on holiday around the Med.
toki2
3rd Jan 2015
8
Thanks for voting!
Definitely yes but please Asda, sell it loose not bagged. We do not need plastic wrapped fruit and vegetables plus we can buy as much or as little as we can use. If cooking for one or two there is often much wastage if buying say a bag of carrots which will only keep a couple of days before going off unless you want carrots with everything!
Krafty Kim
3rd Jan 2015
6
Thanks for voting!
Hooray!! Lets hope Jamie can get this up and running. What a lot of us have been thinking for years. The need for perfection in everything we now do is becoming ridiculous and destructive. The veg I grow in the garden is far from perfect but tastes delicious and keeps us healthy!
big mamma daisy
3rd Jan 2015
8
Thanks for voting!
I grew up in the country and never gave a thought to the shape of the fruit and vegetables. Supermarkets seem to be deciding what we should and shouldn't like. Nothing nicer than a dirty carrot.
Baxi
3rd Jan 2015
6
Thanks for voting!
I'm with Jamie on this - it's all about flavour not look. You can make the most ugly veg into the most beautiful dish. We are all being so conditioned by the powers that be that we've stopped appreciating what is important.

I hate the fruit and veg in America - it looks perfect and tastes of nothing. Strawberries, tomatoes - all just water - I think that's why Americans add so much sugar, salt etc to their food and why their obesity problem is running out of control.

England has always been about individuality - so let's apply that to our fruit and veg as well!
goldenbee
3rd Jan 2015
8
Thanks for voting!
When on holiday in Greece I can buy large od shaped tomatoes all over and they taste amazing. We must stop tasting things with our eyes. It's the super markets which must have things in uniform sizes and being bred for this purpose nothing on the veg shelf has any taste. This leads to great wastage and it's all wrong.
madcatwoman
4th Jan 2015
5
Thanks for voting!
Baxi
3rd Jan 2015
6
Thanks for voting!
I so agree with you goldenbee - it's not how they look it's how they taste!!
claireybell
3rd Jan 2015
8
Thanks for voting!
criminal, considering how many people have nothing, and some families are going hungry, this country seems to be going backwards instead of forwards
mrsb
3rd Jan 2015
7
Thanks for voting!
I would only buy if cheaper as there is definitely a difference a softer wrinkly carrot or apple does not taste as nice as a firmer fresher one
Supermarkets should bag them or box them and sell them cheaper as juicing fruit and veg to encourage the public to drink more fresh healthier drinks rather than filling ourselves with sugar
5
Thanks for voting!
That is a brilliant idea Mrsb!
docp
3rd Jan 2015
6
Thanks for voting!
I considered this vote to be about "odd shaped" and not about freshness. Hence in my opinion an odd shaped fresh fruit would still be nicer than a softened/wrinkled perfect shaped one.
jps
3rd Jan 2015
7
Thanks for voting!
Perhaps a small levy on supermarket wastage would encourage them to sell "approaching date" food cheaper, then donate the rest to charities that feed the homeless etc. But we have to do our bit athome
Elma
3rd Jan 2015
6
Thanks for voting!
Hope the other supermarkets take this up!
anniepooh
3rd Jan 2015
5
Thanks for voting!
We shouldn't waste so much food. The restaurants are the worst by putting so much on you plate. To waste it is awful.
Wilf
3rd Jan 2015
4
Thanks for voting!
I think you are right Annie...many give you piles of food...pizzas are an example...most are probably 30% too big
Patmuzzy
3rd Jan 2015
6
Thanks for voting!
About time this is given profile. It's appalling what is going to waste all on the name of perfection and supermarkets deciding for us what we want ! It shows the power the supermarkets have , time we let these people know we don't want to be dictated to
toki2
3rd Jan 2015
6
Thanks for voting!
Yes, I agree that the supermarkets dictate to us. I do not remember anyone asking me if I preferred 'perfectly' shaped vegetables. Yet they claim that this was consumer-led.!
Jo Kingham
3rd Jan 2015
7
Thanks for voting!
I would definitely buy this - we get a lot of stuff from our allotment which is organic and comes in all shapes and sizes and in the main doesn't look beautiful.... It's all about the taste not the look! Great idea Asda
Janecowell
3rd Jan 2015
7
Thanks for voting!
~I believe all these silly rules are made by some jobsworth beaurocrat trying to keep themselves employed. Food is food!!!
Rafi
15th Jan 2015
0
Thanks for voting!
Oh, how right you are!!!!
Baxi
3rd Jan 2015
3
Thanks for voting!
I agree Jane - it's all a lot of EU nonsense - do you remember the banana business some years ago?
lymielady
3rd Jan 2015
4
Thanks for voting!
Would prefer to buy misshapen ugly veg as they would also be cheaper. We grow some of our veg but miss the days of 'real ' farm shops selling home or locally produced green grocery!
sandybanks
3rd Jan 2015
5
Thanks for voting!
Everyone must stop wasting good food,and become,far more frugal,
Throwing out good food,is criminal
equ1ne
3rd Jan 2015
4
Thanks for voting!
My feelings are the food value and taste are the same so yes we should be prepared to purchase non standard looking veg and fruit.But the Supermarkets must take some responsibility in their quest for uniformity of shape,size and colour
lymielady
3rd Jan 2015
4
Thanks for voting!
Super markets must share the responsibility but so must consumers. I would love to see ALL green grocery sold loose far too much of our foodstuff of all types comes in too much packaging , most not recyclable & it's criminal!
equ1ne
3rd Jan 2015
7
Thanks for voting!
I remember the days of going into your local shops and watching your butter being cut from a large block and wrapped in paper also your cheese,bacon etc.You obtained your veg from baskets where they sat loose in piles but I'm afraid we all became chained to the word convenience and I can't help but feel we lost far more than we gained
MrFred
2nd Jan 2015
5
Thanks for voting!
I have an allotment, and the grand kids love some of the ugly veg I serve up. Even if its not always the case; it gives the impression that organic, real veg is on the plate.

I think the supermarkets could be onto a real winner if the marketed it correctly. You wouldn't want to pick an ugly vegetable from a box of pristene "A grade" veg, but if they put them in a POS unit with a farmers market appearance and some clever use of terms like "organic", " rustic" and "proper veg"; I think they could actually charge more for it!
lymielady
3rd Jan 2015
4
Thanks for voting!
But that would be a bigger crime, selling ugly veg at inflated prices. We need to return to locally sourced, freshly dug or picked and Seasonal! Nothing is a luxury or special these days, it may look the same out of season but it dosen't taste the same!
Wilf
2nd Jan 2015
5
Thanks for voting!
Jamie Oliver is right wasting food is criminal and we should stop it. I hope Asda makes a lot of money doing this. It will also help farmers and especially our UK farmers as if they can sell all their stock produced instead of just the perfect crop thats got to be good for them. I often think most of the fruit and veg not in our supermarkets is just "plastic"...perfect, shiny but tastes of absolutely nothing-whats the point in that?
lymielady
3rd Jan 2015
3
Thanks for voting!
Local authorities are as much to blame, they made it difficult for growers/ farmers to sell at source, this quest for everything to be graded packaged. A lot of this came about because of EU rules yet small shops on continent sell all misshapen/ ugly fruit & veg! However in defence of supermarkets parents must control their children better, so many take them shopping then allow then to commit mayhem damaging packaging bruising fruit & more. Go & spend a day in a supermarket on a wet school holiday & see for yourself what some ( not all) are allowed to do, you would be horrified, even adults cause a lot of wastage with their antics & this ultimately keeps prices high!
Archiebald
2nd Jan 2015
7
Thanks for voting!
I would definitely buy misshapen fruit and veg especially if its 30% less. In many countries-Turkey, Spain-the Caribbean you can buy local produce thats often misshapen and always tastes wonderful . I have eaten superb tomatoes in Turkey that are anything but round and shiny!. Good on you Jamie and Asda for coming up with such a brilliant marketing concept as this! In a world with limited food and many millions of our fellow human beings around the world not getting enough to eat we should start a revolution to CUT THE WASTE!

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