Morrisons launches ‘Too Good to Waste’ box to cut food waste

The new one kilogram ‘Too Good to Waste’ box of fruit and vegetables

In a bid to cut food waste even further, Morrisons supermarket has launched a new one kilogram ‘Too Good to Waste’ box of fruit and vegetables.

The boxes of fresh fruit, salad and vegetables are also designed to offer customers more of their five-a-day intake on a budget, with each piece being checked to ensure good eating quality.

The ‘Too Good to Waste’ box follows the supermarket’s ‘wonky veg’ range, introduced in 2015 after supermarkets fell under scrutiny from celebrity chef Hugh Fearnley-Whittingstall.

Highlighting the vast amount of food waste in ‘Hugh’s War on Waste’, television viewers were shocked at the sheer volume of produce rejected before making it onto supermarket shelves for not meeting strict cosmetic specifications.

Since then, supermarkets, including Morrisons, have introduced cheaper ranges of produce, allowing the sale of some of perfectly edible but less-than-aesthetically-pleasing fruit and vegetables.

The Too Good to Waste box will be the latest tool in Morrisons’ ongoing campaign against food waste after launching nearly forty ‘wonky’ varieties of fruit and vegetables. 

The supermarket, which buys whole crops from farmers, sees over 400 stores also donate surplus unsold food to a network of 459 local community groups on a weekly basis.

Drew Kirk, Fruit & Veg Director at Morrisons said: “We’ve listened to our customers who said they don’t want to see good food going to waste. So we’ve created these boxes and every day we’ll fill them with a wide selection of produce at risk of being thrown away.

“Because produce may be unusual and varied, customers can also try some new and exciting dishes at home without having to spend a fortune.”

The boxes will be on sale for £1 in every Morrisons nationwide, including Rochdale and Heywood.