Supermarkets are deliberately snubbing a product used to ensure fresh produce hygiene to protect their organic category, according to an expert.
Bruce Green said UK supermarkets are unwilling to follow the US’s lead in adopting products such as the Veggi-Wash wipes produced by his company, Food Safe Limited.
The wipes allow consumers to clean fruit and vegetables after purchase, reducing microbes on the surface and removing surface grime.
Green claims that, as the focus of the product is removing pesticide residues, it interferes with the organic shopper battleground. He argues that buying the produce and an accompanying wipe is economically wiser than purchasing organic produce, which comes at a premium.
Veggi-Wash was apparently well received by all the major multiples but Food Safe’s lack of media spend meant the wipes, derived from organic sweetcorn and coconut extract, were snubbed.
Green told freshinfo at the Natural & Organic Products Europe show in London: “UK supermarkets want to sell organic fruit and veg and make a profit unlike the US, where they are a lot more food safety conscious.
“We will get there with the supermarkets - a number are still interested. It is a great idea, well-researched and with fully substantial claims.”
The product is currently used on Virgin flights among other convenience options and sold under the slogan “buy now whilst pesticide shocks last”.
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