Perfectly polished apples, symmetrical carrots, and flawless tomatoes – the modern supermarket’s product aisle is a feast for the eyes… but at what cost? We all know that our shelves aren’t an accurate representation of the veg growing in our fields, but recent studies have revealed just how much the food industry is still grappling with aesthetic perfection vs. practical consumption – even with consumers calling for less waste.
But just how much of our food is going to waste, what counts as ‘too Odd’ and are the consumers, the farmers, or the supermarkets driving this? It’s time to Dish the Dirt…
How does wonky veg rejection work?
Before we dive into just why supermarkets are stopping the wonky, weirder and more wonderful looking veg onto shelf, it’s important to figure out just how supermarkets are able to stop wonky veg from mixing with the more aesthetic ones.
When a farmer agrees to supply a supermarket (or distributor to supermarkets) they get given a ‘Cosmetic Specification’ guide. For example, for carrots, the guidelines could go into details on length range, diameter range, shape (e.g. straight, tapered, no forking), colour (not too pale, not too dark, no ‘green shoulders’ caused by light exposure), surface texture (smooth, no cracks, no splits) and blemishes (no visible imperfections). Each produce comes with it’s own challenges (Strawberries must usually be symmetrical, heart-shaped or conical, and bell peppers must be a consistent colour all over), but in extreme cases, farmers have reported a loss of up to 40% of their crop due to cosmetic standards.
What happens to the veg that isn’t accepted?
There are a few different fates for a piece of wonky fruit or veg that is rejected by a supermarket. Although it varies a lot depending on the produce, region, and retailers, around 20-30% will be redirected into processing (soups, sauces, etc), 10-20% will be used for animal feed, 10-15% composted, but the majority (approximately 40%) will end up in landfill. And food waste in landfill is a HUGE issue. When food decomposes anaerobically (without oxygen) in landfills, it produces methane, a greenhouse gas 28x more potent than CO2.
But WHY aren't they including wonky product?
Introducing: the wonky veg blame game. Farmers blame supermarkets for prioritising profit over the environment, supermarkets blame customers for being “fussy over appearance”, and consumers blame supermarkets for not giving them the option.
But whether or not the consumers of the past did prefer their veg to be ‘perfect looking’, we know that the consumers of the present aren’t fuelling the waste. A recent study found that 87% of people say they would eat wonky fruit and vegetables if they were available – especially if the cosmetic ‘issues’ are size, bendiness, or colour (rather than brown spots and bruises).
And whilst some supermarkets do now have ‘Wonky’ ranges – these often are only for a handful of specific produce varieties, and the level of ‘imperfection’ is still pretty minor.
What is Oddbox doing to help?
Oddbox is on a mission to rescue fruit and veg that is either ‘too odd’ to make it onto shelves, or if a farmer has produced ‘too many’ and has a surplus. This rescued produce is then packed into subscription boxes that are delivered directly to customers' homes, and any excess to food banks and other organizations that help feed those in need.
This is great for the planet, making sure all the energy and water that went into growing it are put to good use (and reducing the amount of food that ends up in landfills, decreasing methane emissions) and also great for people, providing an additional revenue stream for farmers who would otherwise lose money on unsellable produce (and improving the financial sustainability of British farms).
So far they’ve worked with over 110 growers, speaking to them every week to find out what needs a home – whether it’s curvy courgettes, dinky apples, or an avalanche of onions.
ODDBOX X HOMETHINGS
We’ve teamed up with Oddbox to create a refillable, non-toxic cleaning spray, with a delightfully wonky fragrance. This limited edition sweet peach + wonky carrot fragrance contains rescued carrot seed to add a fresh twist to your cleaning routine.
Wipe up, waste less and help make a difference to the planet with every spray… it makes sense.
