Inspired by the enthusiastic response to its ‘ugly fruit’ range, launched in 2006, high-end retailer Waitrose has extended its range of Cook’s Ingredients to include ‘bumpkin veg’ - less than perfect vegetables and salads.
The supermarket is now offering a variety of vegetables that would not normally have gained a place on supermarket shelves but are perfect for making chutneys and tarts. Asparagus tips and butts - ideal for making a risotto or frittata- are currently available alongside plum tomatoes and celery tops, ideal for chilled soups. Carrots, casserole veg and parsnips are all set to join the assortment over the next few months.
Tom Richardson, fruit and vegetable buyer at Waitrose, said: “Since the launch of cosmetically imperfect fruit last year, customers have been asking us to include vegetables in our range. 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.”
Grown to LEAF standards, all British vegetables in the range are guaranteed to have been produced with environmentally responsible farming methods. The culinary vegetables will also be sold in value packs, especially for recipes requiring larger quantities of ingredients.
The extended Cook's Ingredients Fruit & Veg launched on June 20, and will be available 12 months of the year, with seasonal changes. The range will be sold in 80 branches.
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