Co-operative Food to sell ugly fruit & veg as it looks to help growers
Co-operative Food is to sell so-called ugly fruit and vegetables in its stores in a bid to help British growers following one of the worst summers on record.
The retailer has introduced size reductions on standard fruit and vegetable lines including apples and potatoes. In addition, smaller sized and "ugly" mis-shapen or skin blemished produce will be brought into the Simply Value produce range.
The move will be communicated in store with point of sale material explaining The Co-operative’s support for British growers while stressing that "whilst some of the produce may not look as good as usual, it still tastes great".
The Co-operative said it is now working with British growers to make the most of this year's crops to help control costs and reduce the need for imports.
Kate Jones, head of product development and farms at Co-operative Food, said: "Great-tasting but odd-shaped or 'ugly' fruit and vegetables will be included in selected lines to maximise use of the crop available. At the same time, we will continue to do all we can to remain competitive on price for our customers."
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