Waitrose supports drought impacted fresh produce suppliers
Waitrose is supporting drought impacted farmers by pledging to take all shapes and sizes of fruit and vegetables over the coming months.
The commitment will see the supermarket relax size and shape guidelines for new season potatoes, carrots, strawberries, apples, pears and peppers as part of a revamped line-up of its ‘A Little Less Than Perfect’ range.
Waitrose will also use millions of units of wonky carrots and other misshapen vegetables in its own label soups, ready meals and smoothies.
Paul Bidwell, fresh produce buyer at Waitrose, said: “Our Little Less Than Perfect range is nothing new – we’ve done it for years, but we constantly look at ways we can support our farmers through challenging conditions and often that means altering our specifications.
“Many of our UK suppliers have managed through the drought thanks to back up water supplies from reservoirs or rain water capture systems so we’ve focused our efforts on those that need the most help. What’s in store may look a bit different at times but it will always represent the same great quality, taste and high standards our customers are used to.”
The ‘A Little Less Than Perfect’ concept was introduced by the retailer more than fifteen years ago as a means of cutting food waste.
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