They may be knobbly and ugly but these food boxes cost just £3.50 with enough to feed a family for a week at Asda in Wisbech

10:38 08 February 2016

ASDA brings its Jamie Oliver inspired Wonky Veg range to Wisbech with new wonky box trial. Chilled section leader, Hannah Murray. Picture: Steve Williams.

ASDA brings its Jamie Oliver inspired Wonky Veg range to Wisbech with new wonky box trial. Chilled section leader, Hannah Murray. Picture: Steve Williams.

Archant

Jamie Oliver-inspired “ugly” vegetables are brought to Wisbech thanks to a new winter veg box being trialled at Asda.

ASDA brings its Jamie Oliver inspired Wonky Veg range to Wisbech with new wonky box trial. Chilled section leader, Hannah Murray. Picture: Steve Williams.ASDA brings its Jamie Oliver inspired Wonky Veg range to Wisbech with new wonky box trial. Chilled section leader, Hannah Murray. Picture: Steve Williams.

They may be knobbly and wonky shaped – but they are perfectly edible fruit and vegetables as championed in the latest episode of Channel 4’s Jamie and Jimmy’s Friday Night Feast.

Asda has announced an extension to its Wonky Fruit and Vegetable brand, launching the new family sized box for £3.50 that includes nine in-season mis-shaped winter vegetables.

Ian Harrison, Asda’s technical produce director, said food waste remained a high priority for supermarkets and they had worked hard to reduce it by relaxing specifications to allow more crops onto shelves, ensuring out-of-spec produce goes into processed products like ready meals or including it in its Wonky Fruit and Veg range.

He said: “Our shoppers absolutely love wonky fruit and veg and we’ve seen sales steadily increase over the last year.

“We’re excited to launch a box that is jam-packed with ugly winter veg that not only saves shoppers money but helps farmers get more of their crop onto our shelves.

“However, this range only solves one part of the food waste puzzle. The work we continue to do with our growers to ensure as much of their crop is sold as possible, by flexing specifications, is the golden ticket for farmers.”

Wisbech is among 28 Asda stores trialling the latest boxes.

Each box has enough produce to feed a family of four for an entire week.

It includes in-season vegetables and the ‘wonkiness’ element changes by product.

Figures reveal that around 15 per cent of potatoes do not meet specifications because they are too big, too small or blemished and 15 per cent of parsnips do not make the shelf because they are odd shaped or have superficial defects.

0 comments

Welcome , please leave your message below.

Optional - JPG files only
Optional - MP3 files only
Optional - 3GP, AVI, MOV, MPG or WMV files
Comments

Please log in to leave a comment and share your views with other Wisbech Standard visitors.

We enable people to post comments with the aim of encouraging open debate.

Only people who register and sign up to our terms and conditions can post comments. These terms and conditions explain our house rules and legal guidelines.

Comments are not edited by Wisbech Standard staff prior to publication but may be automatically filtered.

If you have a complaint about a comment please contact us by clicking on the Report This Comment button next to the comment.

Not a member yet?

Register to create your own unique Wisbech Standard account for free.

Signing up is free, quick and easy and offers you the chance to add comments, personalise the site with local information picked just for you, and more.

Sign up now

More news stories

Yesterday, 20:16
Anne Hill

Less than a month after Ofsted described the Thomas Clarkson Academy in Wisbech as “inadequate”, the college has announced its £90,000 a year principal Clare Claxton is being replaced.

Yesterday, 15:40
Co-op Foodstore, Bridge Road, Sutton Bridge. Picture: Steve Williams.

A gaping hole has been left in the front of the Co-operative Foodstore on Bridge Road, Sutton Bridge, after thieves used a teleporter vehicle to attack and remove a cash machine last night.

Yesterday, 11:43
Cambridgeshire County Council devolution debate:

A devolution deal involving just Cambridgeshire and Peterborough is imminent and could be agreed in principle as early as Friday.

Yesterday, 16:20
Edible insect eating day by Dan Dare at the Wisbech Salvation Army Hall. Dan Dare eating a Giant Waterbug with Salvation Army members watching  .Picture: Steve Williams.

While many of you were tucking into your sandwiches last Saturday lunch time, a courageous fund raiser from Wisbech was getting his teeth into a slightly more exotic dish – mealworms and water bugs, to be precise.

Most read stories

Most commented stories

HOT JOBS

Show Job Lists

Digital Edition

Image
Read the Wisbech Standard e-edition E-edition

Newsletter Sign Up