Wonky Produce

“Every day, perfectly good produce gets rejected due to strict cosmetic standards, leading to significant waste and losses for growers. It's a problem that impacts our environment and those who work tirelessly to cultivate our food.”

As much as half of all fruits and vegetables are lost along the agricultural food chain*, a staggering statistic that calls for urgent intervention. Part of this problem are the stringent cosmetic standards imposed by retailers, which result in the rejection of perfectly edible produce based solely on appearance. Supermarkets demand flawless fruits and vegetables, relegating misshapen or discoloured produce to the field it was grown in.

Shop Wonky on Ocado

By offering organic wonky produce, we're not just providing more affordable options but also supporting growers and combating climate change. This not only boosts profitability for growers but also lowers prices for the consumer, while lessening the demand for conventional produce.

We believe that by offering an alternative to 'perfect' produce, we can truly make a difference in reducing food waste, aiming to educate consumers, challenge cosmetic standards, and promote sustainability throughout the entire supply chain.

The fight against food waste is not just a moral imperative—it is an economic and environmental imperative that demands action. By embracing innovative solutions and challenging entrenched norms, we can create a more sustainable and equitable food system.

*Source: FAO

Shop Wonky on Ocado