Morrisons is launching a one kilogram Too Good to Waste box to sell fruit and veg that are at the end of their shelf life, but are perfectly good to eat
The boxes will be on sale for £1 in every Morrisons nationwide. They are designed to offer customers more of their five-a-day intake on a budget.
Each piece has been ‘condition checked’ by a Morrisons greengrocer to ensure that they are still of good eating quality.
The box could include a wide assortment of fresh fruit, salad and vegetables[i]. Each Morrisons store stocks a minimum of over 75 varieties of fruit, over 80 sorts of vegetables, and over 50 types of salad[ii] – which could all appear in the box. The move means that customers can sample more unusual produce at a lower price or even products they may not have tried before.
The Too Good to Waste box will be another tool in Morrisons ongoing campaign against food waste. It buys whole crops from farmers and has launched nearly forty Wonky varieties of fruit and vegetables. Over 400 Morrisons stores also donate surplus unsold food to a network of 459 local community groups on a weekly basis.
Drew Kirk, Fruit & Veg Director at Morrisons said: “We’ve listened to our customers who said they don’t want to see good food going to waste. So we’ve created these boxes and every day we’ll fill them with a wide selection of produce at risk of being thrown away. Because produce may be unusual and varied, customers can also try some new and exciting dishes at home without having to spend a fortune.”
Morrisons Too Good to Waste fruit, salad and veg box will be available in its greengrocery aisle. It will cost just £1. Each box will be filled to a minimum of one kilogram.
Morrisons data shows reducing food waste is one of customers’ top concerns. The supermarket is unique in buying whole crops direct from farmers, and earlier this year committed to increase the number of wonky fruit and veg products by 50 per cent. To date Morrisons has also donated over 4m unsold food items to local community groups, and recently announced it would hand out free fruit to children in stores - to prevent unsold fruit being thrown away.
[i] The fruit, salad and vegetables will be fresh ‘ambient’ products only. The box will not include chilled products, such as berries or prepared vegetables.
[ii] Excluding celery.