Growers could be set to benefit from an extension of a supermarket scheme to market imperfect produce.
Following on from its successful ‘Ugly Fruit’ campaign, Waitrose has extended its range of Cook’s Ingredients to include ‘bumpkin veg’ - less-than-perfect vegetables and salads. With consumers accustomed to 'vegetable perfection', the retailer is going against the grain by opening up a market for less than perfect produce from its existing growers.
Waitrose is keen to tap into the popularity of homemade local produce at summer fetes by offering a variety of vegetables that would not normally have gained a place on supermarket shelves but which are said to be perfect for making chutneys and tarts.
Carrots, casserole veg and parsnips will be joining the likes of asparagus tips and butts on Waitrose shelves in the coming weeks.
“Since the launch of cosmetically imperfect fruit last year, customers have been asking us to include vegetables in our range,” explained Tom Richardson, fruit and vegetable buyer at the retailer.
“It is increasingly apparent that we are dealing with a new generation of consumer who cares about where their food comes from, who it was grown by and that it is seasonal and packed with flavour. The launch of these culinary vegetables also means that we can open up a new market for our existing growers.”
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