Discounted “Wonky” Veggies Win Over British Grocery Shoppers

British supermarkets, including Tesco and Asda, are reporting greater acceptance of so-called “wonky” (ugly or misshapen) fruits and vegetables, thanks to significant discounting. Tesco launched an initiative called Perfectly Imperfect in March with misshapen potatoes and parsnips, extended it to apples and strawberries in May, and hopes to broaden the range to 15 to 20 produce lines.  A Tesco executive called the program a huge success, with sales having grown tenfold. Sales of Perfectly Imperfect strawberries account for 10-15 percent of total category sales. Besides increasing sales, the initiative has also led to increased crop utilization and reduced food waste. Tesco is now taking 95 percent of strawberries from its suppliers, up from 85 percent. Apple utilization is at 97 percent.