Globally, almost 40% of food produced is wasted, amounting to 2.5 billion tonnes every year (Driven to Waste: Global Food Loss on Farms, WWF, 2021). Not only does this negatively affect food security and nutrition, it also wastes energy, water and land use, limiting efforts to tackle climate change (Food Loss and Waste Reduction report FAO, 2022).

We discovered two root causes, both of which are the outcome of irresponsible buying behaviours by retailers and other major market players.

First, the strict grading systems used by supermarkets - with high standards for appearance, weight and colour - means “wonky” or imperfect-looking fruit and vegetables can struggle to make it to the grocery shelves (Supermarket Scorecard – Feedback, 2018).

Second, when speaking with farmers we realised they were often under pressure to grow more fruit and vegetables than they could sell. This is due to what Feedback identified as “a climate of fear” in which a small group of large supermarkets hold the power to switch suppliers if a farmer fails to meet their volume requirements or cosmetic standards. In the unpredictable world of crop growing, this has forced farmers towards a policy of overproduction in order to maintain key contracts (Farm Waste Report – Feedback, 2018). In the case of a good harvest, surplus crops may simply be left wasted in the field with no market to serve.

Our solution

First, to change attitudes about “wonky” produce and to highlight - through our brand messaging and public engagement - that imperfections should be accepted as natural and even celebrated for being unique. We hope this will help us bring an end to irresponsible buying behaviours and to see nutritious fruit and vegetables of all shapes and sizes in retail aisles.

Second, to lead the way by ensuring that in our own drinks we are using fruit and vegetables that others say no to - giving the farmers we work with peace of mind that their wonky or surplus produce will end up on shop shelves. 

And that's just the start... Click here to read our full Impact Report.