We want ugly veg!

Image credit: PropogandaTimes on CC BY-NC-ND 2.0

Image credit: PropogandaTimes on CC BY-NC-ND 2.0

I just finished reading a report on the amount of food wasted globally from the Institute of Mechanical Engineers. The report has been featured in the press because of the stomach-churning statement it makes- that up to 50% of the worlds food goes to waste!

In the third world and newly developing nations this is largely due to inefficient harvesting and transportation, in late-stage developing nations spoilage and poor infrastructure present problems (its well-known that India wastes up to 1/3rd of its food) and in developed post-industrial societies, where transport, storage and processing facilities are efficient, food is wasted through retail and consumer behaviour.

For some reason this type of food wastage is especially appalling, because it is not accidental wastage but behavioural, intentional waste. The report states…

“Major supermarkets, in meeting consumer expectations, will often reject entire crops of perfectly edible fruit and vegetables at the farm because they do not meet exacting marketing standards for their physical characteristics, such as size and appearance. For example, up to 30% of the UK’s vegetable crop is never harvested as a result of such practices. Globally, retailers generate 1.6 million tonnes of food waste annually in this way.”

Up to 30% of our veg gets chucked away because it’s ugly?! Not even ugly, but perhaps the wrong coloration, size or shape, or have blemishes, scratches or are in the wrong stage of ripening.

So who’s to blame here the UK supermarkets or us British consumers? Surely the supermarkets wouldn’t reject vegetables unless we wouldn’t buy the imperfections? If we have to pay 70p for a pepper, and one is half the size of the other than that lack of standardisation will leave the little pepper unsold and the supermarket out of pocket, the little pepper wasted anyway. But for items sold by weight this theory holds little traction and even in the pepper scenario if stocked correctly someone would pick that little fella up.

Previously the supermarkets could hide behind regulation; EU restrictions on appearance and varieties of fruit and veg were in place. But with the EU restrictions lifted in 2009, why haven’t we seen more wonky veg? I recently visited an Italian supermarket it was great to see the knobbly peppers and varying sizes and shapes of aubergines.

Also I just don’t believe as consumers we’d reject the ugos.

In 2012, after our crummy weather and terrible harvests, Sainsburys accepted some of the misfits.  Director of Sainsburys food Judith Batchelar even said that consumers were definitely Pro-ugo…

“This may mean a bit more mud on peas or strawberries that are a little smaller than usual, but our customers understand and love the idea.”

So why not all the time?

I think we’d actually enjoy a bit of variety as consumers, I’ve never known anyone to waste their time rifling through tomatoes for that perfect sphere of light red and last year we grew “Black Krims” (possibly the world’s ugliest tomatoes) on the plot.

“Black Krims” are heirloom tomatoes, originally from Crimea. They are a green/purple/brown colour and grow with a folded appearance, sometimes even engulfing their stalks, and have characteristic splits in them, yep, splits and scars on their skins.

Here is quite an attractive Black Krim courtesy of Marshall Astor on flickr….

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CCSharealike license

So, you get my drift, these tomatoes ain’t pretty, but they’re so sweet and tasty, we loved them and we’re growing them again this year.

I think consumers would buy ugos, like Krimmy above, and American supermarket ‘Wholefoods’ has embraced this philosophy, proudly displaying their bounties of heirloom tomatoes and even blogging about them, their scars and their imperfections.

So the next time you’re in the supermarket pick the most misshapen carrots you can find, maybe over time the straighties left in the pallets will force the supermarkets to stock more wonky ones, or just lament the wastage and celebrate your own ugly veg, like mine…

My yummy "ugly" veg :)

My yummy “ugly” veg 🙂

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3 thoughts on “We want ugly veg!

  1. veghotpot says:

    I completely agree, I think supermarkets should have more ugly fruit and veg in stock especially something as trivial as a bendy carrot! But I also think they should sell all fruit and veg by weight, I hate paying 80-90p for something like a pepper or cabbage when I know I would pick the smallest one if it was done by weight because I often only need to feed myself from it! Really interesting article, thanks 🙂

    • Katie says:

      Tell me about it, they sell peppers by weight everywhere else in the world why do we have have this odd system here! Thanks for commenting! 🙂

  2. Kindra says:

    I love reading through an article that will make men and women think.
    Also, thank you for allowing me to comment!

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