Soft fruit, such as oranges, root vegetables and salad are particularly prone to waste. Photograph: Eric Farrelly/Alamy

Rebecca Smithers, consumer affairs correspondent for the Guardian, has reported on a simple idea to not waste fruit just because its appearance is not standard. Wonky, as they say on the island where the English language comes from. Don’t fear the wonk, this article and this brand are saying. Was this not already happening with juice, as with other waste-reducing beverages? Can a brand be built on such an idea? Thumbs up to that:

‘Wonky’ fruit and vegetables that would have been thrown away are now being used to make a new range of juices, in one of a number of assaults on food waste.

One of the UK’s largest fresh produce growers has teamed up with a Spanish fruit supplier to create a new product, Waste Not, which will stop edible but visually ‘imperfect’ ingredients such as fresh celery, beetroot and oranges from being dug back into the soil, or used for animal feed. The new juices will go on sale in branches of Tesco.

The move is one of a growing number of innovations to reduce food waste throughout the supply chain, following criticism of supermarkets and suppliers that perfectly good food is being thrown out while UK consumers are relying increasingly on food banks. Continue reading →