Morrisons is increasing investment in its wonky veg offer with a raft of new pledges designed to boost its popularity and address shoppers' concerns about food waste on farms.
50% increase in seasonal range
At the heart of its 'Wonky Veg Promises' is a pledge to expand Morrisons seasonal range by 50% to 33 lines, with the inclusion of new lines such as chillies and kiwis. The UK's fourth largest retailer will also launch its first frozen wonky product, a 1kg wonky berry mix and will sell wonky versions of exotic fruit and veg such as avocado. This latest expansion of the range comes just three years after it launched with only four products.
Opportunities for suppliers
To offer a wider seasonal variety of naturally wonky products, Morrisons will source its range from nearly 500 British and overseas farmers. Morrisons will also increase the number of farms where it buys the ‘whole crop’ (and not just a portion of it) to nearly 300 by 2019.
Reducing food waste motivates shoppers
Commenting on the initiative, Drew Kirk, Fruit and Veg Director at Morrisons said: “We have listened to customers who have told us they want to be given every opportunity to reduce food waste. So we’re providing a much bigger choice of naturally wonky or blemished products - so everyone can be involved in reducing waste and afford to eat more healthily.”