Asda supermarket in the UK have agreed to sell ‘crooked and knobbly’ vegetables for as much as 30% discount in an attempt to encourage people to eat ugly fruits and reduce food waste.
The trial, taking place from January, has been prompted by Jamie Oliver who is on a mission to reduce food waste across the UK.
The supermarket will serve the fruits and vegetables in separate bags as part of their ‘Beautiful on the Inside’ promotion.
Speaking about the problem of food waste, Oliver said: “If most Brits had half an idea of the amount going to waste, they’d be snapping up ugly veg by the trolley load.”
He added: “This is perfectly good food that could be and should be eaten by humans.”
The promotion will be held across five stores beginning January 26th.