Lidl to sell “ugly” fruit and vegetables affected by drought

He already defended 8 years ago Intermarché his “Inglorious Fruits and Vegetables”, those less-than-favorable fruits and vegetables but equally healthy for consumption. In an attempt to curb food waste, the supermarket chain dedicated an advertising campaign to them in which the graphics featured deformed apples, lemons or aubergines.

Now the cause and the leading brand are different, but the objective is the same: that consumers do not discard those fruits and vegetables that are far from the ideal form of a catalog, thus giving a second chance to those that can be consumed even if they are not so pretty to look at.

The fruits and vegetables that consumers will see on the supermarket shelves will be smaller and have a different appearance

Lidl has announced that it will sell deformed fruits and vegetables affected by the UK droughtin an effort to support British farmers who supply most of their produce to the supermarket chain and who have been hit hard by recent hot, dry weather that has drastically reduced their harvests.

As a consequence, the fruits and vegetables that consumers will see on the supermarket shelves will be smaller and will have a different appearance, although their taste will remain the same.
Potatoes, onions, carrots, apples and Brussels sprouts are likely to be the most affected, according to the company.

Ryan McDonnell, CEO of Lidl, has said: “Farmers across the country are facing a major challenge this year due to the extreme weather conditions experienced during the summer months. While the crop that comes out may look and feel a little different than what we’re all used to, it’s still the same.” great British quality.

As part of Lidl’s efforts to address the food wastethe brand will also encourage other supermarkets to follow suit by selling “stunted crops”.

Related news

Four great chefs create anti-waste dishes for Too Good To Go

Plátano de Canarias makes a parody with its “packaging” to put the value inside the product

Last week, the National Farmers Union (NFU) urged supermarkets to accept more products “crooked” and be flexible in this regard with producers. And it is that many areas of the UK have received little rain this year and drought has been declared in some parts of England, which means that the vegetables in the ground can not get the moisture they need to continue growing, so they do more slowly and do not reach their full size. The lack of water it can harden the skin or cause defects in the morphology since the culture is stressed.

Ryan McDonnell has assured that Lidl will not label drought-affected fruit and vegetables as “rare”, as some supermarkets do. In a statement, the supermarket has stated that it will guarantee that “Good products don’t go to waste.”

Lidl to sell “ugly” fruit and vegetables affected by drought