Waitrose is the latest supermarkets offering support to fruit growers affected by recent hail problems.
The retailer has said it will take hail-damaged fruit at a fair price and sell it in its stores, highlighting on the packaging the reasons for its less-than-perfect appearance.
Waitrose sells a higher percentage of British apples than any other supermarket - more than 70 percent of its apples are home-grown during the British season.
The supermarket is also trying to encourage customers to buy fruit and vegetables that may not be cosmetically perfect.
Waitrose fruit buyer Tom Richardson said: “We feel it is even more important than ever to support our British growers following the summer that many have so far had to endure. Apple growing is part of our heritage and an important part of our rural economy. Our British apples might not all look perfect this season, but we are confident the overall eating quality will be as good as ever.”
Waitrose's British apples will be in its stores from August 7, three weeks earlier than usual, due to the unusually hot spring months.
No comments yet