It seems obvious, but fruit and vegetables deemed too ugly for sale have been turned into cold-pressed juices in a new range launched at Tesco.
The little 30 per cent recycled plastic bottles of Waste NOT (£1.50/250ml) are the latest way of diverting surplus or waste food. In fact, Tesco reckons around 3.5 tonnes of fruit and vegetables will be saved from the bin in the first twelve weeks of the juices hitting shelves.
"Around 50 per cent of celery is discarded in the UK, before it even gets past the farm gate, beetroot deemed too large or small is rejected," says Mike Bullock of Waste NOT, the creation of Tesco produce suppliers G's and AMC.
"It's the same with oranges that are 'ugly' on the outside but still beautiful and juicy on the inside. What a waste! We couldn't sit by and watch all this healthy produce be put in the bin.
"The solution was literally staring us in the face and Waste NOT is our way of using what's beautiful on the inside (where it matters) and sharing what tastes good, feels good and is doing good. It's our way of helping the planet."
The cold-pressed juices – a method that retains more of the nutrients than pasteurising – will be available in 350 branches of Tesco. Check out the flavours: Orange, Carrot and Apple; Orange, Beetroot and Apple; Apple, Watermelon, Strawberry, Cucumber and Mint; and Orange, Apple, Celery and Spinach.