Hellman's efforts so far
Hellman's brand themselves as being 'on the side of food' and this is evident throughout their brand values and presence online. Within their website alone they discuss their Tomato Ketchup which is different to most as this one incorporates the slightly less red tomatoes that would typically be thrown away because of their difference in colour.
"About 13% of all tomato crops are thrown away, simply because they aren’t red enough to go into ketchup. That’s why we’ve made a special ketchup that uses red and green tomatoes. If you like it, let us know. Because frankly, no good tomato should go to waste."
- Hellmans
Stop the Rot
"7 million tonnes of food is wasted in the UK supply chain before it even gets to the shopping basket, enough to lift every hungry person in the UK out of food poverty. Stop the Rot is campaigning for supermarkets to be transparent about the massive food waste in their supply chains, and commit to ambitious targets to reduce it." - Stop The Rot
Key Points
- Big 4 supermarkets currently sell us 75% of the food we consume
- 50 milllion tonnes each year are wasted
- Half of which happens in the industrial food supply chain
- If food waste was a country it would be the third highest green house gas emmitor
- Quote from one farmer "300,000 edible colliflower were chopped up and disposed of after a harvest"
- 30% of crops grown doesn't reach the supermarkets
This is Rubbish
This Is Rubbish in the UK are actively campaigning to educate consumers in the hope to reduce the amount of food wasted in the industry and supply chain of food.
"This is Rubbish works to reduce industry and supply chain food waste in the UK and beyond, using policy campaigns, education, the arts and public events.
Asda
...its research showed that 65% of its customers were now open to the idea of buying oddly shaped fresh produce, while 75% would definitely buy “wonky” if it was cheaper.
Knobbly carrots and parsnips do not taste or cook any differently from other vegetables and should be saved from supermarket reject bins, Environment, Food and Rural Affairs Committee chairman Neil Parish said.
“Buying misshapen or blemished fruit and vegetables doesn’t mean you are sacrificing any of the taste. Food costs money and precious resources to produce, so we should value it.”
“It is clear that consumers are open to ugly produce, but where oddly shaped fruit and veg sits with mainstream offerings, it is at risk of going unchosen, even if subconsciously."
A general concensous of the research seems to show that consumers are open to the idea of buying wonky veg but there isn't always the opportunity with supermarkets being very conservative about the produce they sell on the shelves.
This opens up opportunities to in some way incentivise both sides, the supermarkets and the consumers, to selling and buying more wonky fruit and vegetables to reduce overall food waste.
Sources
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