Beautiful on the inside: Asda trials 'wonky' veg boxes

Asda Wonky Veg Box

Asda is piloting a veg box scheme using what it calls 'wonky' produce, in a bid to tackle food waste. A limited number boxes will be available as part of its 'Beautiful on the Inside' range in 128 branches of the supermarket from this month.

Veg boxes containing potatoes, carrots, cucumbers, peppers, cabbages, onions, leeks and parsnips normally considered too irregular for sale will be sold for £3.50 each. Twenty boxes will initially be available in each selected store from today as part of a trial.

Ian Harrison, Asda's technical produce director, says that relaxing specifications on the aesthetics of its veg 'helps farmers get more of their crop onto our shelves' as well as being sold at a lower price.

Asda says the expansion of its 'existing wonky veg range' has meant 340 more tonnes of carrots and 300 more tonnes of sweet potatoes that would have previously been rejected are now available to customers.